Spikes Asia

Rallying Indonesians to Fight Covid-19 Resurgence with Redoxon #JanganKendorJagalmun

MEDIACOM , Jakarta / BAYER / 2022

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Overview

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Credits

OVERVIEW

Background

Redoxon developed a year-long campaign idea grounded in local insight + science. As the pandemic was dynamic in its nature, we needed a campaign which was flexible and adaptable to suit multiple 'right moments' throughout the year

This background came up from 3 pillars:

• Local insight  Complacency in routinely maintaining health since the initial pandemic scare had tapered off

• Science Redoxon Triple Action with synergy of 1000mg Vit C, Vit D and Zinc proven efficacy to boost immunity.

• Right moment  1) 'New Normal' still entailed immunity demanding moments 2) Suhoor (Ramadan) - physically demanding fasting month 3) Covid-19 2nd Wave - pandemic fatique and anxiety due to the misinformation

Idea

Our creative idea was a call-to-action for Indonesians to maintain the fight vs. Covid-19 resurgence. Redoxon wants Indonesians to stay vigilant against Covid-19 and keep boosting their immunity by taking Redoxon. which has 3 of the recommended vitamins (Vitamin C, D and Zinc) in 1 tablet. Digital mascot with strong visual cues tied to represent A Redoxon

Strategy

1) ENGAGE WITH AUDIENCES THROUGH SOCIAL PLATFORMS AND KOLs INFLUENCERS.

• TikTok was as the 'hero' channel

• Collaborates with Maudy Ayunda (BA) to demonstrate the importance of immunity protection as she faces the new normal.

• Collaborates with KOLs and social influencers to amplify the campaign

• Sparked a national social movement that called on Indonesians to not let their guard down during the 2nd wave of Covid-19

2) EDUCATE THROUGH INFORMATIVE CONTENT

• Collaborated with the Ministry of Health to provide facts about Covid-19 and the importance of immunity

• Have TV built-ins disseminated facts to educate and combat hoaxes.

3) DRIVE SALES BY ADDING VALUE THROUGH RELEVANT MERCHANDISING PARTNERSHIP AND PRODUCT BUNDLING

• Through Ramadan t-Bazaar, Super Brand Day and TikTok Shop.

• Partnered with brands to offer Ramadhan packaging and bundling

• Leveraged livestream online shopping and impulse buving via Shopee Live

Execution

Catch Phase:

1) Webinar with Ministry of Health representatives that generated a PR blitz across digital, TV and print media

2) Did social media stunt by collaborating with Brand Ambassadors to build curiosity

Connect Phase:

TikTok Hashtag Challenge to engage audience whilst sharing facts about maintaining immunity by having filters that give the audience virtual product.

Leveraged our BA to initiate a national social movement that called on Indonesians to promise to stay vigilant by not letting their immunity guard down by launching the movement (deliver message in the song) and invited Indonesians to join the movement (1,000 remixes = 10,000 tablets were donated to communities needing immunity support).

Social media content to drive traffic (KOL to boost WOM and Contents highlighting campaign)

Convert Phase:

Drive sales by launching exclusive Ramadhan packages in Ramadhan E-Bazaar, product bundling that is relevant with audiences’ basket affinity, and review & win activity.

Outcome

Catch:

Accumulative Total Reach: 97%

2x Higher CTR

2x higher visits to e-comm vs benchmark

Highest webinar attendance, get 1K sign up (max capacity)

57 Articles with PR Value of Euro 313K

3x higher views for Live Talkshow

15 publishers hyphen the campaign

Reaching 3+ million

Connect:

TikTok: 6.2 Billion Views | 1.4 Million UCGs