Brief Explanation

In a low involvement category CIF wanted to connect with the consumers to build the “superiority in cleaning credentials” on a shoe string budget Indonesians take huge pride in their history and associated national heritage monuments. Power of social media used to show the pride of the country was forgotten and covered in dust. Indonesians were provoked to restore their pride by undertaking a pledge to clean the monument with a simple swipe on the screen with CIF. In 4 weeks alone 218,000 visited the site 152,000 clicked , 88000 viewed on You tube 18,000 Jakartan pledged for active support