U Mild: Ask a Bro

Sampoerna, a tobacco company in Indonesia, created Ask Bro U, a mobile platform that leveraged facial recognition technology to target middle class, male smokers of its U Mild brand in Indonesia.

Campaign details

Brand: U Mild Lead agency: Bates CHI & Partners Country: Indonesia



Tobacco advertising has faced increased regulatory limitations in Indonesia in the past few years. As fewer communication channels become accessible to brands, digital channel grew in importance as a consumer touch point - a growth further amplified

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