Frisian Flag: Play and Learn with Teman 123

Frisian Flag, a brand of dairy products, launched a gamified mobile campaign in Indonesia featuring the brand's mascots with the tagline Smart, Tall and Strong to increase brand awareness and engagement and drive an uplift in brand consideration.

Campaign details

Brand: Frisian Flag 123 456Agency: ADA

Strategy

Objective

Frisian Flag Indonesia is a manufacturer of dairy-based nutritional products for children in Indonesia with a repertoire of products targeting different segments of consumers from different socioeconomic levels.

The Frisian Flag Infant Toddler Growing Up Milk 123–456 (FF IFT) brand faced several major challenges since its inception. The product was made for the consumption of toddlers between the ages of 1-6 from middle-income families; the biggest socioeconomic segment in Indonesia.

Brand challenges

  1. Struggling to penetrate the middle-income market
  2. FF IFT was the 5th player in the Infant...

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