Creative Execution

- We coined the term “Kurmin” which is short of kurang minum (lack of water) and communicated the message of healthy hydration via a catchy song. To make it more effective, we partnered with a popular singing group - Trio AIR. - The music video was amplified in multiple content formats - video cut downs for YouTube and Facebook as well, Instagram Stories. - Trio AIR, the group who sang the song, also helped distribute the content as their fans shared the music video across multiple social media platforms.

- More than 23M reach - Gained 1.3M total views and 319k total engagement through Digital Ambassador’s channel organically - 8.2% Facebook Engagement Rate (1.2% higher than benchmark) - 83% YouTube retention rate (40% higher than benchmark) - 4:47 average time spent on website (4:09 higher than benchmark) Overall, we got Indonesians to sing their way to healthy hydration!

- Looking at 2018 online trends, Indonesian consumption of music and video content has continuously increased. - Indonesians rely on cues or “mnemonic devices” to help them remember things. - Indonesians love to use abbreviations. Senayan City is “Sency” and Kota Kasablanca is “Kokas”. There is a very popular habit of combining two words as one. - We leveraged on the Indonesian thirst for music and video content and the habit of using cues or “mnemonic devices”.