Campaign details

Brand: Dueto
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

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 ?

Target Audience

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?

Creative Strategy