FAMILY FEUD

TitleFAMILY FEUD
BrandINDOESKRIM
Product / ServiceICE CREAM
CategoryD01. Social Video
EntrantMULLENLOWE INDONESIA Jakarta, INDONESIA
Idea Creation MULLENLOWE INDONESIA Jakarta, INDONESIA
Production GAMA PRATAMA Jakarta, INDONESIA
Production 2 SUNNY SIDE UP Jakarta, INDONESIA
Production 3 ROOF TOP STUDIO Jakarta, INDONESIA

Credits

Name Company Position
Roy Wisnu MullenLowe Indonesia Chief Creative Officer
Firman Halim MullenLowe Indonesia Executive Creative Director
Dimaz Muktiarto MullenLowe Indonesia Creative Group Head
Nanda Evasari MulllenLowe Indonesia Sr. Copywriter
Desiree Kandou MullenLowe Indonesia Art Director
Faldi Dwi Wahyudi MullenLowe Indonesia Art Director
Hesti Prihantini MullenLowe Indonesia Agency Sr. Producer
Isobel Delatorre MullenLowe Indonesia Account Director
Mitta Rachman MullenLowe Indonesia Sr. Account Executive
Natasya Puteh MullenLowe Indonesia Jr. Account Executive
Dimas Djayadiningrat - Film Director
Rina Sjafrina Gama Pratama Executive Producer

The Campaign

The idea is to relate the ice cream’s local flavors to something that is overtly Indonesia when it comes to entertainment. We took the inspiration from the traditional & historical martial-art TV shows that have been the staple of Indonesian entertainment for many generations. Typically over the top and cheaply produced, the stories usually revolve around the rivalries among royal kingdoms and families. The ice creams are then weaved in to the picture to complete this rather cheesy parody.

Creative Execution

The video was launched at July 3rd 2017 on Indoeskrim Youtube channel, and Facebook.

Within days, the video quickly gained its momentum when 9gag picked up the ad that “has brought weirdness to the extreme”. In addition to more than 20 million views in multiple social platforms in its first month, the ad was also featured in mainstream news media overseas (including Australia, China, Thailand and Turkey). It also generated hudreds of parodies and memes in social media, adding more awareness to the brand. Within only 2 weeks after it was aired, the sales went up to a record 600%, way beyond the business target. https://www.youtube.com/watch?v=xxnYff04ILk https://www.facebook.com/IndoeskrimIndonesia/videos/1912284489015086/ 9gag - https://www.instagram.com/p/BWRROzQFQDt/ The Jakarta Post - http://www.thejakartapost.com/life/2017/07/11/local-ice-cream-commercial-gains-worldwide-attention.html CNN - https://www.youtube.com/watch?v=Cl3HeIKRuqM China, 2:49 - https://www.youtube.com/watch?v=PVkxa9_McBg Thai, 0:16 - https://www.youtube.com/watch?v=obaUdD1Zcyc Turki - https://onedio.com/haber/endonezya-da-bir-dondurma-markasi-icin-cekilmis-beyin-yakan-reklam-776629 Net TV Tonight show - https://www.youtube.com/watch?v=ribg7bmUa64

The campaign was targeted to millennial parents who are socially and digitally active. Social media was used as the only channel for the group of consumers who use mobile phones as their main source of information and entertainment.

Links

Social Media URL   |   Video URL