The Campaign

In Indonesia, the Branded Entertainment industry is in its infancy. From the perspective of regulations, the industry has not yet developed to the point where there need to be specific laws.

Results

The largest challenge for brands in connecting with Indonesian Youth, is that they are no longer receptive of brand content through Social Media. In fact each day from 4-8PM, the Twittersphere in Indonesia explodes, with up to 8 simultaneous global trending topics originating from the country. With this in mind, Mizone wanted to disrupt Young Indonesians when they least expected it. The #FresArt event was held between 4-8PM, during which Indonesians connected to Twitter could interact with the brand in a new and unique way. We collaborated with 5 local Indonesian artists, each of whom brought their own very unique style, and their own communities of followers – from charcoal sketching to digital tablet drawings. Artists were provided the flexibility of interpreting the tweets in their own way. Each of the pieces of art were immediately scanned, with a prompt response to the fan/follower who had initially For Fans, the steps were easy: 1. Try Mizone Fres’in (via free digital coupon) 2. Tweet to @mizoneid using the #FresArt hashtag, describing in the most creative way possible the sensation of drinking the new Fres’in E.g. “@mizoneid Fres’in is so fresh, it’s like getting slapped by the entire Pacific Ocean #FresArt” 3. Sit back and wait for your own personal #FresArt From 4-8PM, Mizone and its 5 artists worked tirelessly by co-creating with its own fans, and with local Twitter celebrities. Over 60 pieces of artwork were created during this time, with multiple fans tweeting after the event was over. The Mizone client was so impressed with the response, that the top 6 pieces of #FresArt work were turned into Out Of Home advertising placements, with full credit to the fan and the artist that were part of this exciting collaboration.

#FRESART focused on leveraging current consumer behavior on Twitter by providing Young Indonesians with a different type of interactive activity right at the time when they are the most bored. In the days leading up to the event, Mizone utilized its own Facebook & Twitter accounts (with 1.5MM+ and 200k+ friends/followers), inviting its fans to try the product through a free digital coupon in partnership with the local Alfamart convenience store chain. Each of the posts were promoted through Facebook Page Post and Twitter Promoted Tweets, giving away almost 100,000 free samples within a four week time period.

The results from the campaign were unprecendented. In just a short amount of time (24 hours), the campaign had received: - 78 Million+ Impressions - 1,367 uses of the hashtag - 625 unique participants - 2,000 new followers The campaign was recognized by key digital thought leaders, including: - Christel Quek – Content Lead, Twitter – APAC & MENA (@ladyxtel) - Scott Bales – Digital Influencer (@scottebales) Our tweets were even favorited by Tim Bradshaw (@tim), SF Tech reporter for the Financial Times This was followed by coverage in regional digital industry press, including: - Campaign Indonesia - http://campaignindonesia.com/digital-campaign/bagaimana-mizone-membuat-fresart-jadi-seru/ - Marketing Interactive Magazine - http://www.marketing-interactive.com/mizone-indonesia-retweets-photo/ - Digital Market Asia - http://www.digitalmarket.asia/why-mizones-fresart-is-the-fun-hashtag-today/ - Lighthouse Insights (India) - http://lighthouseinsights.in/social-digital-media-news-from-asia-22nd-may-2014.html/ In fact, the campaign was so well-lauded that it was featured at the #DigitalMatters conference in Singapore on the next day, highlighted by Keith Timimi chairman of VML Qais and head of the IAB Innovation Committee in a presentation discussing the future of social media marketing. During the event, we re-created the #FresArt event on a smaller scale, with one artist in Indonesia responding in real-time to entries from the Singapore event.