Cannes Lions

BISKUAT 1000 BALLOONS

SAATCHI & SAATCHI INDONESIA, Jakarta / MONDELEZ INTERNATIONAL / 2014

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Overview

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Credits

Overview

Description

Biskuat is one of the biggest brand of kid's biscuit in Indonesia. For 15 years, it has always encouraged Indonesian kids to unleash their potential through traditional TV commercials. But Biskuat was losing its steam and relevance after a great run.

The brand mandate was to win back the heart and minds of the consumers. So Biskuat wanted to show kids unleashing their potential for real, not just in a TV Commercial.

We invited Indonesian kids to make the first full feature movie in the world ever created by kids. Over 7,000 kids from all over Indonesia participated through on ground and online audition. 50 of the best talents were chosen to work together to create the movie.

The kids groundbreaking journey became the talk of the proud nation and spread through different media such as TV, Newspaper, Online feed, Youtube, Radio and Social Media. The movie was also played on cinemas nationwide and broadcasted on the biggest TV station in Indonesia.

Those who missed out watching it on the big screen could also get the DVD, like all good movies. The kids set a national record according to MURI (Indonesian Guinness Book of Records) and once again we got huge PR coverage for free.

Execution

After 15 years encouraging Indonesian kids to unleash their potential through traditional TV commercial, it's time to translate the brands purpose with a strong yet unconventional brand participation idea that has never been made before. Indonesian kids have so many potential, so we challenged them to work together and unleash it by creating something historic in nature. We invited them to create the first ever feature film in the world made by kids. They can be actor, director, scriptwriter, art director, music composer, cinematographer and wardrobe designer. It proved kids can do amazing thing with their potential, giving the opportunity.

Outcome

Over 7,000 passionate kids from all over Indonesia participated. This exceeded the KPIs set at 4,000 participants.

Total PR value IDR 5,049,701,000

Total Media Impression 95,678,767

Almost 4 million page view on the website.

Facebook fan Interaction went up 350%

Twitter engagement increase almost 500%

42 million twitter impression

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