INFO
As one of the biggest local dairy producers, PT. Cisarua Mountain Dairy group, or commonly known as Cimory, pride themselves as the leading market brand for bottled yoghurt drinks in Indonesia.
— YEAR
2021
— ROLE
Media Executive
— PROJECT TEAM
Annisa Putri
Fathya E Ufaira
Kania ZZM
Lady Vani
Maghfira R
Sabrina H
The #ShareCintaMoo campaign revolves around the idea of Cimory as the leading yoghurt brand Indonesia with an abundance of health benefits which are used as a symbol that represents care and protection from loved ones. This campaign aims to reinforce Cimory’s brand identity as a healthy and beneficial drink using testimonials. This is done by presenting a familiar character that will trigger a positive nostalgic feeling in our target audience, taking advantage of their deep-rooted childhood attachment with Cimory.
The main narrative will follow a cast that is meant to represent the people around us such as parents, siblings, friends, and/or lovers as they show their care and affection to their loved ones by giving each other Cimory yoghurt drinks as a love letter. The idea is to establish the connotation of sharing Cimory’s yoghurt drinks as an act of caring towards each other’s health and well being, which we think are greatly sought after during the post-quarantine era. We hope this campaign will gain popularity amongst our target audience, which will encourage our customers to do the same.
Our campaign will also introduce a new function to our packaging by remodeling some of the surfaces into a blank space for note writing. This is used to encourage our customers to write their own personalized love letter to those with whom they shared their Cimory, resulting in a personalized experience to our customersHere you could add a nice little description about your project, talk a little about the client briefing and explain some of the design decisions you made while working on this piece. There’s no need to write too much copy, make it nice short and snappy.
— THE PROCESS
To gain more insights into the brand and the target audience, we conducted various researches (reports as attached below). After that, we formulated a few briefs and put the campaign into some frameworks such as initial product research, research analysis, qualitative research, and product tasting research.
Click for Creative Brief and Digital Creative Brief ouput that we did after the whole process.
Youtube Series
A short no longer than 10 minutes interview series about love between siblings, mother-daughter, lovers, and friends.
Radio Ad
Afterword
One of my biggest and last projects at the University of Indonesia. It held the most memories in my heart as the theme of this project is all about love. I wanted to give huge appreciation to our project team members who worked very hard for this campaign.