Lead Agency: Mindshare Indonesia
Dueto is a biscuit brand in Indonesia wanting to gain awareness. We had a great insight into the brand that Dueto strongly associated itself with a very popular local cartoon character called Boboiboy through cartoon films. Here we further learnt that brand was leveraging its equity rub off using a far more popular character than Dueto itself due to limited media support. Our challenge was to get our brands noticed in a manner where currently kids indulge beyond TV to strengthen engagement. So where do we look for them ?
Dueto is targeting kids which are all about playing. However, there is a shift in the way Indonesian kids play, from outdoor physical activity such as playing in the rice field to playing games using smartphone. How to stay relevant to them?