APUS: PENGHANCUR JARI

APUS, a technology company, engaged with its consumers during Ramadan by releasing an in-app mobile game to give them a distraction whilst fasting.

Campaign details

Brand: APUSLead agency: APUSRegion: APAC

Objectives

The strategic objectives of this campaign include:

  1. Increase APUS' brand awareness
  2. Increase user engagement in target markets

Ramadan, the ninth month of the Islamic calendar, is the fasting month and has great importance in Indonesia. In this month Muslims participate in fasting followed by the largest festival of Idul Fitri across the country. Moreover, daily life activities also change during this month and this can also be observed in online activities and behavior. During Ramadan youngsters spend more time on mobile devices, playing mobile games. APUS understands...

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