Campaign details

Brand: Lifebuoy Shampoo
Lead Agency: InMobi | Mindshare
Region: Indonesia

Strategy

Objective

Eid is one of the most significant times of the year for observant Indonesians. As many families and friends come together to celebrate this auspicious event, one couldn't help notice that something was amiss. Due to a variety of reasons including the lack of monetary resources, distance and time, not everyone could reunite with their families and friends. This effect was especially pronounced in rural parts of Indonesia. Lifebuoy Shampoo, a trusted partner of families across Indonesia wanted to help bring families and friends together as they celebrated Eid. They chose to launch a campaign which would help achieve this goal.

Target Audience

The target audience of this campaign were women who headed households in the rural areas of Indonesia, between the ages of 20 and 40. They look after the entire household, often responsible for everyone's well-being.

Creative Strategy