Campaign details

Brand: Bango
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: AdColony, Grab
Country: Indonesia
Industries: Sauces, seasonings, condiments
Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Programmatic display, Social media, Sponsorship - event, property, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Soy sauce brand Bango has been a champion of local Indonesian cuisine for years. It supports local farmers and celebrates the community of foodies who enjoy cooking with Bango. It has long hosted Festival Jajanan Bango (FJB), a hawker food festival where families can try food from the best hawker stands in the country. But, in recent years, Bango had noticed an unsettling trend: millennials were becoming less interested in traditional Indonesian cuisine, which had started to lead to a drop in interest for the annual food festival. To combat this troubling trend, FJB adapted its festival format and reinvented its marketing strategy from mass awareness to include targeted performance. With a laser focus, Bango drilled down on its audience and their specific interests, and optimised website traffic to convert more ticket sales than in 2018.

Market background and context