THE WOW, Bad Nauheim, Köln und Berlin
How a Traditional Brand Is Captivating Gen Z
With a brand experience that felt like part of the festival—not like advertising.
Today, traditional brands face one of the biggest challenges in marketing:
How do you reach a target audience that consistently tunes out traditional advertising but enthusiastically celebrates brands when they authentically become part of their community?
This was precisely the challenge our client, The Wow, took on together with MAGGI at the 6PM Festival in Frankfurt.
The goal was not simply to present the new MAGGI Korean Style Noodles, but to credibly integrate them into the lives of a young, urban target audience.
As the implementation partner for the creative agency The Wow, we had the privilege of planning and executing this extraordinary brand experience concept from a technical standpoint.
Today, traditional brands face one of the biggest challenges in marketing:
How do you reach a target audience that consistently tunes out traditional advertising but enthusiastically celebrates brands when they authentically become part of their community?
This was precisely the challenge our client, The Wow, took on together with MAGGI at the 6PM Festival in Frankfurt.
The goal was not simply to present the new MAGGI Korean Style Noodles, but to credibly integrate them into the lives of a young, urban target audience.
As the implementation partner for the creative agency The Wow, we had the privilege of planning and executing this extraordinary brand experience concept from a technical standpoint.
Agency areas
- Gesink Messeagentur
The Initial Situation
When a traditional brand wants to reach a new generation
With MAGGI Korean Style Noodles, MAGGI responded to the global boom in K-food and the growing enthusiasm for Korean culture. The products were specifically designed to appeal to a young target audience that is passionate about new taste experiences, street food, and Asian food trends.
The 6PM Festival provided the ideal stage for this.
The event combines hip-hop, streetwear, creator culture, entertainment, and lifestyle into an urban community experience. Brands don’t just compete for attention there—they have to become part of the festival atmosphere.
Our task was to implement The Wow’s creative concept in such a way that the brand’s presence didn’t come across as traditional advertising, but rather as a natural part of the festival.
The 6PM Festival provided the ideal stage for this.
The event combines hip-hop, streetwear, creator culture, entertainment, and lifestyle into an urban community experience. Brands don’t just compete for attention there—they have to become part of the festival atmosphere.
Our task was to implement The Wow’s creative concept in such a way that the brand’s presence didn’t come across as traditional advertising, but rather as a natural part of the festival.
The Target Audience
When Brands Need to Become Part of a Community
Visitors to the 6PM Festival are quite different from typical trade show or event attendees.
They are predominantly:
• Hip-hop and urban culture fans
• Streetwear and sneaker enthusiasts
• Active on TikTok, Instagram, and social media
• Creators and content producers
• Trend-conscious foodies interested in international food trends
• Fans of K-culture and Asian pop culture
• Young adults who want to discover brands through experiences rather than advertising
This community doesn’t expect product presentations.
They expect experiences that feel authentic, are shareable, and fit into their own lives.
That’s exactly why the MAGGI presence had to be much more than just a tasting booth.
It had to become part of the festival itself.
They are predominantly:
• Hip-hop and urban culture fans
• Streetwear and sneaker enthusiasts
• Active on TikTok, Instagram, and social media
• Creators and content producers
• Trend-conscious foodies interested in international food trends
• Fans of K-culture and Asian pop culture
• Young adults who want to discover brands through experiences rather than advertising
This community doesn’t expect product presentations.
They expect experiences that feel authentic, are shareable, and fit into their own lives.
That’s exactly why the MAGGI presence had to be much more than just a tasting booth.
It had to become part of the festival itself.
The Communication Concept
When a brand doesn’t advertise but becomes part of the experience
The Wow’s creative concept didn’t focus on the product.
The focus was on the festival atmosphere.
The new MAGGI Korean Style Noodles were showcased as part of a modern, Korean-inspired street food experience.
Don’t explain.
Don’t sell.
Experience.
Visitors could:
• try the new products,
• win merchandise,
• take souvenir photos,
• spend time with friends,
• and experience the brand in a natural way.
The result was not a traditional promotional space.
Rather, it was a brand world that blended harmoniously into the festival atmosphere.
The focus was on the festival atmosphere.
The new MAGGI Korean Style Noodles were showcased as part of a modern, Korean-inspired street food experience.
Don’t explain.
Don’t sell.
Experience.
Visitors could:
• try the new products,
• win merchandise,
• take souvenir photos,
• spend time with friends,
• and experience the brand in a natural way.
The result was not a traditional promotional space.
Rather, it was a brand world that blended harmoniously into the festival atmosphere.
The Space Solution
When Corrugated Sheet Metal Becomes a Brand Universe
Our task was to implement the concept developed by The Wow with technical precision and attention to detail.
To this end, we created custom-built experiential spaces made of corrugated metal, which were painted entirely in the signature colors of MAGGI Korean Style Noodles.
The architecture was deliberately inspired by modern street food venues and urban hotspots in major Korean cities.
Key design elements included, among others:
• an eye-catching food truck as the central attraction
• custom-built corrugated metal spaces with an urban look
• large-scale neon lettering
• mirror and lighting elements
• Korean lanterns
• chill-out areas
• merchandise and sweepstakes stations
• numerous photo spots for social media
As a result, visitors weren’t simply walking through a promotional space.
They were moving through an immersive world where the MAGGI brand naturally became part of the festival experience.
To this end, we created custom-built experiential spaces made of corrugated metal, which were painted entirely in the signature colors of MAGGI Korean Style Noodles.
The architecture was deliberately inspired by modern street food venues and urban hotspots in major Korean cities.
Key design elements included, among others:
• an eye-catching food truck as the central attraction
• custom-built corrugated metal spaces with an urban look
• large-scale neon lettering
• mirror and lighting elements
• Korean lanterns
• chill-out areas
• merchandise and sweepstakes stations
• numerous photo spots for social media
As a result, visitors weren’t simply walking through a promotional space.
They were moving through an immersive world where the MAGGI brand naturally became part of the festival experience.
The result
When a Brand Becomes a Crowd-Pull
The MAGGI booth quickly became a crowd-pleaser.
Throughout the entire day of the event, lines formed at the activity areas and the food truck.
Visitors didn’t just sample the new Korean-style noodles.
They took photos in the brand experience area, shared their impressions on social media, and made the booth itself a part of their festival experience.
We were particularly pleased with the positive feedback from the event organizer. After the event concluded, he personally thanked MAGGI and specifically highlighted the brand booth as one of the festival’s highlights.
As the implementation partner of the creative agency The Wow, we’re especially pleased that we were able to help bring an extraordinary brand concept to life in a way that created an experience which delighted visitors and left a lasting impression.
Throughout the entire day of the event, lines formed at the activity areas and the food truck.
Visitors didn’t just sample the new Korean-style noodles.
They took photos in the brand experience area, shared their impressions on social media, and made the booth itself a part of their festival experience.
We were particularly pleased with the positive feedback from the event organizer. After the event concluded, he personally thanked MAGGI and specifically highlighted the brand booth as one of the festival’s highlights.
As the implementation partner of the creative agency The Wow, we’re especially pleased that we were able to help bring an extraordinary brand concept to life in a way that created an experience which delighted visitors and left a lasting impression.
About Our Client, THE WOW
THE WOW is one of Germany’s leading agencies for brand experience and passion point marketing. Since 2009, the agency has been developing emotional brand experiences that forge lasting connections between people and brands. With offices in Bad Nauheim, Cologne, and Berlin, THE WOW supports national and international brands throughout the entire value chain—from strategy and creation to activation and implementation.
THE WOW develops campaigns that bring brands to life where people pursue their passions—such as in music, sports, food, gaming, or lifestyle. The goal is not only to make brands visible but also to create unforgettable experiences that leave a lasting impression.
THE WOW developed the overall creative concept for MAGGI’s brand presence at the 6PM Festival. Our task was to plan this idea from a technical standpoint, bring it to life, and translate it with the utmost precision into a fully functional experiential world.
The close collaboration between THE WOW and our team demonstrates how a creative brand idea is transformed into a tangible brand experience.
THE WOW develops campaigns that bring brands to life where people pursue their passions—such as in music, sports, food, gaming, or lifestyle. The goal is not only to make brands visible but also to create unforgettable experiences that leave a lasting impression.
THE WOW developed the overall creative concept for MAGGI’s brand presence at the 6PM Festival. Our task was to plan this idea from a technical standpoint, bring it to life, and translate it with the utmost precision into a fully functional experiential world.
The close collaboration between THE WOW and our team demonstrates how a creative brand idea is transformed into a tangible brand experience.
