| Title | WHERE'S THE NOODLE? |
| Brand | INDOMIE |
| Product / Service | INDOMIE INSTANT NOODLE |
| Category | C08. Market Disruption |
| Entrant | ROMP. Jakarta, INDONESIA |
| Idea Creation | ROMP. Jakarta, INDONESIA |
| Production | GAMA PRATAMA Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Roy Wisnu | Romp. | Creative Team |
| Afianto Makmun | Romp. | Creative Team |
| Okka Mahendra | Romp. | Creative Team |
| Batara Bayu Soedarwanto | Romp. | Creative Team |
| Kahi Xu | Romp. | Creative Team |
| Muhammad Gilang Putra | Romp. | Creative Team |
| Isobel Delatorre | Romp. | Account Management Team |
| Theresia Sulistiowati | Romp. | Account Management Team |
| Indra Permadi | Romp. | Strategic Planning Team |
| Octarin Sabita | Romp. | Account Management Team |
| Zahrathia Rahmanda | Romp. | Account Management Team |
Indomie is Indonesia’s most beloved instant noodle brand. Despite its iconic and market leader status, Ramadan time can be a challenge for the business to be relevant. The objectives for this campaign were straightforward: Indomie wanted to capture people’s attention and create a reason for people to purchase the Indomie during Ramadan. From a business perspective, Indomie wanted to generate higher incremental sales compared to last year. To achieve this, the campaign scope included product packaging, purchasing points materials, digital, and national television spots. Media budget for ATL was around 93% and 7% for digital platforms from all total media spend.