MAOAM | Roadshow

Haribo wanted an impactful, integrated campaign to drive sales and leverage a growing social media profile of their fruit chew range MAOAM.

Creating a lively experiential campaign with depth and talkability, as well as delivering 1 million samples.

Using bespoke, cutting-edge technology we created MAOAM Mega Vend – a “living” vending machine who interacted with consumers and rewarded them for being “Mad for MAOAM!”

The Mega Vend avatar – a digital puppet controlled by a human actor’s gestures and voice – entertained crowds at 21 shopping centres across the country. The performer at the centre of the experience could direct a performance at different age groups to ensure everyone could engage with the experience.

The simple action at the centre of the experience – say “MAOAM” correctly to receive free gifts – was easy to understand and extremely popular, inspiring consumers to take to the brand’s Facebook page – where they could interact with a digital version of the Mega Vend.

Research demonstrated that activity still had an educational role in promoting the correct pronunciation of the brand name & really helped resonate the brand identity with its target audience.