Anlene Indonesia: Asian Games #WhoIsTheAthlete

Adult milk brand Anlene created sports-related mobile content that pitted an Olympic champion against a homemaker to target 25- to 45-year-olds in Indonesia during the 2018 Asian Games.

Campaign details

Brand: Fonterra / Anlene IndonesiaLead agency: Mediacom IndonesiaRegion: APAC

Strategy

Objective

Based on the results of the research conducted by Stanford Study, Indonesians are known to be one of the "laziest walkers in the world". With this known fact, Anlene took up the mission to encourage Indonesians to actively move everyday & fight sedentary lifestyle. Indonesia was the hosting country for 2018 Asian Games & the country was witnessing a frenzy of athletic events. Hence the clear objective was to ride on the Asian Games momentum though the brand didn't own the "official...

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