Creative Execution

The #FRESART event was held at a local boutique-art hotel, where we collaborated with 5 unique local Indonesian artists, tasked with co-creating artwork with our fans in real-time. For Fans, the steps were easy: 1. Try Mizone Fres’in (via free digital coupon) 2. Tweet a creative representation of the taste using #FresArt hashtag 3. Sit back and wait for your own personal #FresArt From 4-8PM, the artists worked tirelessly to interpret and draw the fans' tweets, creating over 60 artworks for them and for local Twitter celebrities. The top 6 pieces of #FresArt work were turned into bus stop advertisements.

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 It was recognized by digital thought leaders, including: - Christel Quek (@ladyxtel), Scott Bales (@scottebales) and Tim Bradshaw (@tim) It was covered in Campaign Indonesia, Marketing Interactive Magazine, Digital Market Asia, Lighthouse Insights (India). During the Digital Matters Conference, 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.

Young Indonesians are hyperconnected to their friends – via social media, messengers, anything that can keep them in touch with one another. With the volume of activity going on, it is quite difficult for brands to make an impact and grab their attention. Indonesians are addicted to social media, especially Twitter, and are most active between 4-8PM daily when the platform lights up with activity from Indonesia. Most of the content is "buang waktu" or time-filling, where Indonesians interact with "bot" accounts answering simple questions to fill their boredom. With the 4-8PM time window being such a hotbed of activity, Mizone Fres’in created the #FresArt event, an opportunity for Indonesians to have some fun, interact with the brand and show off their creativity! #FresArt allowed fans to get creative by describing the product in a unique way, and having it sketched and tweeted in real-time.