U Mild: Ask a Bro

Sampoerna, a tobacco company in Indonesia, created Ask Bro U, a mobile platform that leveraged facial recognition technology to target middle class, male smokers of its U Mild brand in Indonesia.

Campaign details

Brand: U MildLead agency: Bates CHI & PartnersCountry: Indonesia

Strategy

Objective

Tobacco advertising has faced increased regulatory limitations in Indonesia in the past few years. As fewer communication channels become accessible to brands, digital channel grew in importance as a consumer touch point - a growth further amplified by the increasing reliance of Indonesians on mobile internet as their primary communication channel.

Digital channels application has been a major challenge for tobacco brands, which were typically met by audience with low engagement rates and excitement. Consequently, brands utilized digital channel as a mere...

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