So Good has released a funny new spot created by Iris Jakarta that parodies cheezy soap operas, while at the same time playing to Indonesians love for spicy hot food.
Philosophie
A intergrated soap opera parody campaign.
Problem
So Good was perceived as a ‘play it safe' brand. But for their new product, So Good Spicy Chicken Strip, everything had to change, because the target was both moms and millennials. Indonesian moms love soap operas, while millennials love something that is hot. So why not combine those two things and create the hottest 90-second soap opera ever in Indonesia?
Ergebnis
In 2 weeks: 1,400 shares, +150,000 views and became #1 Indonesia's trending topic on Twitter.