Indomie engages consumers to share stories in new campaign

While Indomie remains the market leader in the category, numerous competitors have come in seeking to gain market share. Thus, it sought to launch a new campaign and its idea centred around increasing the love and bond between the brand and consumers. 

The company noted that everyone in Indonesia has experience with Indomie but as time passed by, they tend to take it for granted, becoming a routine for them and possibly forgetting about the brand. 

The campaign is divided into three steps. The first one called 'dialogue' reminds people that in every situation of their life, Indomie has accompanied them. This phase is supported by TVCs, print ads and outdoor billboards.

The second phase is 'call to action' which invites people to write their stories about Indomie. This is supported by TVC that portrayed three different situations of people's interactions with Indomie, as well as radio ads.

The final phase to be launched later in the year will showcase the best stories showing that Indomie has forged a strong relationship with Indonesians and thus this will help to increase the love bonding of the brand and consumers. The plan is to capture real people's stories in TVCs, radio ads, print ads, billboards and digital.

The campaign has picked up in social networking sites such as Twitter. This marks a different approach of communication from previous Indomie TVC and hence is seen as something new and refreshing for its consumers.

Lowe Indonesia picked up the Indomie account in May last year.

Credits:

Creative director  Ferly Noviardi
Copywriter  Bondan Eko
Art director  Syarif Hidayat
Director  Desmond Ng
Production house  Lynx Film