Bringing joy to Indonesian taste buds since 1972, Indomie by Indofood CBP is the pioneer of instant noodles in the country and prides itself on being one of the largest instant noodle manufacturers in the world.
““Our aim was not only to give the Indomie Ramen series a grand launch in Indonesia, but also establish our footing in the premium noodles category. While the Yatai stalls brought in a fresh, new experience to the masses, Glance was integral in leading consumers to them. This campaign has helped us go viral in Indonesia and led to incredible footfalls at all the Indomie Yatai stalls.”
Cherie Anisa
Senior Brand Manager Indomie, PT. Indofood Sukses Makmur
Instant noodles are a huge part of the diet for Indonesians. While Indomie already occupies a major market share in this space, it wanted to establish its footing in the premium noodles category. With this aim, the brand launched its Japanese-flavored Indomie Ramen series. It now had to make these instant noodles accessible to a wide audience, beating its perception as an expensive dish. With an objective to drive awareness, increase purchase intent, and match up to premium competitor brands, Indomie set out on a journey to win the love of Indonesia for its new Ramen series.
Indomie tapped into an insight: Indonesians love entertaining and viral-worthy experiences. The brand knew it would have to think out of the box to indulge Indonesians in the taste of authentic Japanese Ramen that they could enjoy anywhere and anytime.
Partnering with InMobi, Glance, and I-DAC, Indomie crafted a compelling online-to-offline solution that resonated with its target audience.
#1: A mouthwatering treat on the Glance smart lock screen
Enticing Indonesians even before they unlocked their phones, the brand showcased the new Indomie Ramen Series with nuances from Japanese tradition. The full-screen display creative had Japanese warriors holding a bowl of delectable Indomie Ramen with a simple yet compelling call-to-action, "Try Now".
#2: An interactive gamified unit to engage and delight
To feed curiosity about the Indomie Ramen series, the brand led them to the gamified rich-media unit created for this campaign. Glance users were brought to an online Yatai. Yatais are Japanese street food stalls that offer quick-to-serve Ramen dishes. Here, players could put on their chef hats and pose as a Japanese ramen chef. By using interactive elements, they were required to cook ramen with various Indomie Ramen flavors, ingredients, and toppings. Players had limited time to make the ramen and fulfil the orders from the customers in line.
#3: Leading curious Indonesians to offline stalls with intelligent location targeting
Having built the curiosity for the new Ramen series through the gamified experience unit, Indomie took the excitement offline with a viral ingredient: 200 mini Yatai stalls all over Indonesia. As a part of the offline experience for the Ramen series Indomie set up physical Yatais to help Indonesians experience the taste of authentic Japanese Ramen flavors. After completing the game online and seeing the location of 200 mini Yatais in the country, players were led to the screen where they were encouraged to “maximize their satisfaction” by tapping on either “Buy Now” to purchase Indomie Ramen online or “Search Nearest Yatai". Choosing the latter gave them directions to the nearest Yatai stall based on their location.
Ad Flow
With visual treats, gamification, and a smooth yet exciting online-to-offline journey, Indomie had all the ingredients to make this campaign a success.
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