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IOI City Mall · 2023

MAGGI × Hatch × Baito Group

Ada berani?
MAGGI Pedas Giler.

A spicy dare at IOI City Mall, Putrajaya.
Event crew for lead agency Hatch.

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ClientNestlé MAGGI

LocationIOI City Mall, Putrajaya

Event datesFrom 8 March 2023

Lead agencyHatch

The MAGGI Pedas Giler neon sign with ‘Ada Berani?’ lit in purple beneath it, on a black wall painted with flames. — The MAGGI Pedas Giler neon sign, with “Ada Berani?” lit beneath it. IOI City Mall, 8 March 2023.

The project

How Baito crewed MAGGI’s Pedas Giler dare at IOI City Mall

Brand activationEvent crewTransport

Working for lead agency Hatch, Baito supplied the event crew, a photobooth and transport for MAGGI’s Pedas Giler activation at IOI City Mall in Putrajaya.

The set on the Lower Ground Floor concourse of IOI City Mall (East) was built around one line: Ada berani? Dare you? It was on the neon sign, the backdrops, the crew’s tees and the placards that read “I survived Ada Berani challenge”.

Shoppers registered at a road sign, then took on the games, Tangkap Cili and Remix Pong. The activation opened on 8 March 2023.

5Days on record

2Game stations

3Baito scopes

Baito has no participation, sampling or sales figures for this activation, so these are Baito’s own counts, not audience results. The days are the dates of Baito’s crew photos at the set, 8 to 12 March 2023; the last day of the run is not on record. The game stations are Tangkap Cili and Remix Pong, signed Station 1 and Station 2 at the set. The scopes are event crew, a photobooth and transport, from Baito’s job records.

01The dare

One question, everywhere you looked.

Ada berani? The line ran through the whole set. It glowed in neon under the MAGGI Pedas Giler sign, on a black wall painted with flames, and it was printed on the backdrops and the crew’s tees.

The dare started at a yellow road sign, “Ada Berani? Starts here”, planted in a stack of yellow tyres beside a black and yellow oil drum. Visitors registered there by scanning a QR code with their phones.

Shoppers check their phones in the queue at the ‘Ada Berani? Starts here’ registration sign, with crew in red coveralls beside them. — Shoppers check their phones in the registration queue, with crew in red coveralls beside them.

A crew member in red coveralls and yellow braces stands with two visitors as they use their phones near the registration point. — A crew member stands with two visitors as they use their phones near the registration point.

02The crew

A crew dressed for the dare.

Baito supplied the event crew. On the floor they wore the campaign’s uniform: a black “Pedas Giler Ada Berani?” tee, yellow braces and red coveralls with reflective strips.

Crew stood with visitors at the registration point and at the game stations.

On the opening morning, 8 March 2023, the team lined up under the neon sign with “Ada Berani?” and “I survived Ada Berani challenge” placards.

A crew member in the black tee and red coveralls, hands raised and ready, beneath the hanging chilli sticks at Tangkap Cili. — A crew member in the campaign uniform, hands up and ready at Tangkap Cili.

03The games

Catch the chilli. Toss the ball.

The games kept the dare physical. Both stations wore the Pedas Giler look of flames, chillies and the MAGGI logo, right on the concourse floor.

Station 1 / Reaction game

Tangkap Cili

Catch the chilli sticks as they fall.

Tangkap cili means “catch the chilli”. Chilli-printed sticks hung from an arm at the top of a black pole, above a digital counter, with tall orange flame cut-outs on either side.

Players stood under the arm and reached up to catch the sticks as they dropped.

Station 2 / Toss game

Remix Pong

Four bins, four flavours.

Remix Pong lined up four clear bins on yellow MAGGI Pedas Giler plinths, each under a flame-shaped label: Greek Yoghurt, Peanut Butter, Milk & Cheese and Ayam Bakar.

Players tossed red balls into the bins. A mini table-tennis net stood on one of the plinths.

A young player, seen from behind, lines up a throw at Remix Pong beside a crew member in red coveralls. — A young player lines up a throw at Remix Pong beside a crew member.

A crew member in the ‘Ada Berani?’ tee, yellow braces and red coveralls holds out two red balls in front of the Remix Pong bins. — A crew member holds out two red balls in front of the Remix Pong bins.

04The set

Ekstra pedas, ekstra syiok.

The rest of the set filled out the concourse. A 360 booth stood in front of a black backdrop drawn with neon-style chillies, flames and MAGGI cups, under “Ekstra pedas, ekstra syiok” signs. Guests stepped onto a round platform ringed with flames and posed while the arm overhead circled around them.

Nearby, a “Try here” counter, flagged by a tall flame-shaped sign, held a pan, Pedas Giler cups and a promotion card. A branded sales counter was stacked high with MAGGI packs.

The 360 booth on the first morning: a round platform ringed with flames under an overhead rotating arm, in front of a MAGGI Pedas Giler ‘Ada Berani?’ backdrop and ‘Ekstra pedas, ekstra syiok’ signs. — The 360 booth on the first morning: a flame-ringed platform under an overhead arm.

A masked guest strikes a pose on the 360 booth in front of the MAGGI Pedas Giler ‘Ada Berani?’ backdrop, the ring light circling overhead. — A guest strikes a pose on the 360 booth as the ring light circles overhead.

A team member in the campaign uniform works at the MAGGI Pedas Giler ‘Try here’ counter, next to a fridge of Nestlé Lively tea. — A team member in the campaign uniform at the “Try here” counter.

05The results

Five days on record.
Two game stations.

Days on record
8–12 March 2023 · IOI City Mall, Putrajaya

Baito scopes3crew, photobooth, transport

Game stations2Tangkap Cili, Remix Pong

Opening-day hours1210am–10pm, 8 March

Working for lead agency Hatch, Baito supplied the event crew, a photobooth and transport. The crew were on the concourse from the opening day, 8 March 2023, when the set ran from 10am to 10pm.

Baito has no participation, sampling or sales figures for this activation, so this study records what Baito delivered rather than audience results.

For a mall activation built around games, the crew is part of the look: in the campaign’s colours, at registration and at the games.

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