ASIA-PACIFIC – INDONESIA, NOVEMBER 4, 2010- To coincide with the re-launch of Pop Mie’s new instant noodle packaging, JWT Indonesia and Indofood created the integrated "Pop Up Your Life’ campaign to coincide with the relaunch of Pop Mie instant noodles’ packaging.
Visitors are invited to the website www.popupyourlife.com through above the line channels. They can participate in an augmented reality game as well as a section for uploading your photos to be embedded into three different Pop Mie TVCs. Once uploaded, these photo-embedded TVCs can be shared on YouTube, Facebook and Twitter. The campaign will come full circle when, for each version of the TVC, five people will be chosen to be aired on national TV with their ‘winning faces’ appearing in the commercials. The first TVC will be aired in November, followed by the next two spots rolling out in December and January.
"It’s very encouraging to see the response the campaign is receiving-over 10,000 people are participating every day, and it’s becoming a hot topic on Twitter," says Evelyn Atmaja, GM Sales and Marketing, Indofood Sukses Makmur. "The campaign reflects the lifestyle of Pop Mie’s 20-something audience, speaking directly to them; which is why we’re seeing such an overwhelming response."
JWT won the Indofood Pop Mie account back in May of this year. Pop Mie is the leader in the cup noodle segment in Indonesia.
CREATIVE CREDITS
Executive Creative Director: Ivan Hady Wibowo
Associate Creative Director: Pingkan Rarumangkay
Interactive Designer: Tirza Natadisastra
Art Director: Sonny Tjahyadiputra, Pasha Yudadibrata
Copywriter: Wirastomo Hadi, Ernest Wiyanto
Planner: Nadya Perwitasari
Producer: Nina Rakhmatika
Account Executive: Asrita Tjahja
Production Company: Kemistry and Cherrypicks
