Developed by VML Qais, the campaign includes a mix of offline and online initiatives. The offline initiatives are being handled by an undisclosed local agency. VML Qais is handling the online initiatives, such as branded content and Facebook ad units, which are meant to drive awareness and action, while promoted tweets increase reach using the hashtag #NiatBaik (meaning: good intention). In addition, the campaign includes online banners on forums and online portals such as Kaskus.
The campaign also features a website designed to help consumers during this period of spiritual importance. It has two major components, a location-specific countdown timer that provides information on when to start and break the fast, as well as a series of sharable and good deed pledges.
Peter Harjono, brand manager at Mizone, noted that the bottle’s design and communications are centred around marking this religious period and helping people succeed in their endeavour, both physically and personally.
Mizone Blewah is only for release during the Ramadan period.
Keith Timimi, chairman at VML Qais Indonesia, said the objective of the site was to do something more meaningful than simply launching the new product.
“We wanted to show the people of Indonesia that Mizone supports this significant period, and celebrates people’s good deeds pledges,” he added.
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