Dueto: Game In A Game

Dueto, an Indonesian biscuit brand, increased awareness and sales among children in Indonesia by launching an in-app mobile mini game featuring a popular cartoon character.

Campaign details

Brand: DuetoLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Dueto is a biscuit brand in Indonesia wanting to gain awareness. We had a great insight into the brand that Dueto strongly associated itself with a very popular local cartoon character called Boboiboy through cartoon films. Here we further learnt that brand was leveraging its equity rub off using a far more popular character than Dueto itself due to limited media support. Our challenge was to get our brands noticed in a manner where currently kids indulge beyond TV to strengthen engagement. So where do...

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