The brief was to conceive an activation campaign to create awareness as Tic Tac is launching in Indonesia for the first time. However, the key question to us was what Tic Tac can provide that sparks interest to the target audience to create a social movement.
Our strategy to enter the Indonesia market was:
- To use ‘music’as the campaign theme for content marketing – as music is a universal language.
- Consumer activation was to encourage ‘content sharing’ as the key action, to reinforce Tic Tac’s proposition of ‘Share the Freshness’
- To tap on social media as the key channel, namely:
- Facebook for engagement
- YouTube for content source
- #hashtaging on Twitter for amplification
The grand winner gets to go on a Music Festival trip and runner-ups are rewarded with music-related prizes.