This campaign stood out for its ability to convert attention into action with almost no friction. Indomie achieved a 100% claim rate, demonstrating perfect relevance for the offer, and drove redemption to over 70%, significantly surpassing typical FMCG benchmarks. Nearly 10 million impressions were generated across platforms like Grivy, Samsung, telco partners, and social channels — each playing a distinct role in driving funnel movement.With strong weekend peaks, especially across Indomaret SAT stores, the campaign became a model of how to activate both modern trade and general consumption habits through a simple, high-value mechanic.
Driving Indonesia’s most iconic noodle brand with a frictionless digital journey.
Indomie wanted to strengthen trial and preference for its Soto Koya variant through a compelling B1G1 offer. Leveraging Grivy’s digital ecosystem, the brand created a smooth, intuitive experience: authenticate, answer a short survey, choose a retailer, and redeem instantly. Thanks to strong brand loyalty and the simplicity of the mechanic, redemption surged during weekends — mirroring Indonesia’s natural consumption habits. Continuous optimization through reminders, telco broadcasts, and Grivy Wallet placements ensured the funnel remained active, turning mass awareness into sustained conversion throughout the campaign.
Convert Indomie’s cultural love into measurable action.
The campaign set out to convert Indomie’s strong cultural love into measurable action by driving large-scale trial for the Soto Koya variant through a seamless and efficient redemption journey. It aimed to achieve high redemption performance by delivering a frictionless user experience, while also capturing brand-choice insights through a short survey to understand whether consumers were loyalists or switchers. By enabling redemption across both Alfamart and Indomaret, the activation maximized convenience and accessibility, and continuous reminder optimization helped sustain weekly redemption momentum. Overall, the goal was to turn emotional familiarity with Indomie into real transactions and deeper preference for Soto Koya.
A high-velocity redemption funnel engineered for conversion.
A B1G1 activation that strengthened trial, habit, and brand preference.
The Indomie Soto Koya campaign converted millions of impressions into real-world purchases. Redemption rose steadily from early days through closure, reflecting a high-intent audience that found the journey effortless and rewarding. Indomie maintained strong category recall among both participants and control groups, reinforcing its leadership while deepening preference for the Soto Koya variant. Behavioral insights validated the brand’s core strengths — taste, affordability, and convenience — while also revealing opportunities for future optimizations.
