Indoeskrim
How might we get Indonesians buzzing over ice cream?
Background
Indoeskrim (now Indofood ice cream) is an ice cream brand from Indofood, one of Indonesia’s leading FMCG company. The brand wants to launch Nusantara, a range of local flavored ice cream into the market. Considering that it has been three years since Indoeskrim last communication campaign, how might it cut through the clutter and grab people’s attention?
The Thinking
Play upon nostalgia and local pride. Indonesia is a country that no matter how modern or progressive it gets, will remain united and rooted in its identity. They are people who have been exposed to flavours from around the world, but find comfort in the taste of home and will go back to these flavours as it is timeless. As a brand, Indoeskrim- true to the “Indo” in its name allows people to return to the nostalgic local taste of Indonesia.
The Idea
Leveraging on Indonesian colossal drama, a staple in the 90s – we build a tale of a family feud over Indoeskrim.
Results
20 million views across social media platforms within the first week
600% increase in sales in the first two weeks of campaign
Acknowledgements:
Year
2017
Client
PT Indolakto
Lead Agency
MullenLowe Indonesia
CCO/ECD/CD
Roy Wisnu (CCO)
Firman Halim (ECD)
Creative Team
Dimaz Muktiarto
Nanda Dewita
Desiree Kandou
Account Team
Isobel Delatorre
Mitta Rachman
Natasya Puteh
Mitta Rachman
Natasya Puteh
Strategy Team
Athia Fadhlina
Project Management Team
Hesti Prihantini
Yulianawaty
Awards:
2017
Gold for Best Use of Social Media Marketing at Citra Pariwara (Indonesian Advertising Festival)
2017