Creative Execution

Through a microsite that integrate with Twitter, we create a game that enable people to interact with their body through Twitter. Everytime people tweet how active they've been, their body will tweet them back to remind them to take care of their body. An avatar is created to represent their body condition, where every tweet will affect to their avatar's stamina. The more positive the tweet the better the stamina is.

More than 15 million people were reached on Twitter in less than two month of the campaign

Background: Bear Brand is much more than just milk to Indonesians. It's believed to have almost magical health-giving properties. And through a campaign in social media, Bear brand want to increase the brand relevancy for the younger segment, and focusing the target to first jobbers and end-semester college students. Insight: Indonesian youngster are very active, but most of them don't realize that their body is working harder than they think. Only few of them care to check their body health. They prefer to check Twitter rather than check their body. Strategy: Create an engagement in the form of game that enable them to interact with their body through Twitter. A way to educate them to check their body health in a fun way. The Idea: Your Body Tweet. Listen to your body with a Tweet