Brief Explanation

As a country with a majority Muslim population, Ramadan is one of the biggest festive season in Indonesia. It's also the most clutter month for RTD drink category. People tend to drink "sweet drink" on fasting break for quick refreshment. But refreshing only is not enough after 12 hours fasting.They have to rehydrate quickly. Message: Pocari Sweat Rehydrate quickly after 12 hours fasting.

Results and Effectiveness

13,000 downloads in only 3 weeks, 77% of them are new learner about Dehydration. More than 30K tweets mention PocariC2C, Almost 500 million Rupiah Free media exposure.

Creative Execution

Creative Implementation: Real time connection between TV commercial with mobile phone in one platform using Click2Catch mobile apps, cover both in-home audience (family) and mobile audience (teens) How it worked: Mobile phone user should catch the TVC using click2catch apps to activate the trivia games about Hydration. once succeeded, they can join the games and win weekly prize.

Insights, Strategy and the Idea

TEENS are the most potential target audience as they have heavy activities during the day. But Ramadan is always about FAMILY where they consumed and served the best food and drink for fasting. But their media habit are different. 90% of audience could be covered by TV with higher viewership during Fasting break moment, while Youth are more engaged to mobile phone. Use of TV and mobile will cover both Family and Teens.