McCann Digital wins accounts for Unilever Food Solutions, Cif and Kecap Bango
McCann Worldgroup Indonesia announced that Unilever has entrusted McCann’s digital marketing division, McCann Digital Jakarta, with its Food Solutions Business, along with two of its key brands, Cif and Kecap Bango.
Following a competitive pitch against local and multinational agencies, McCann Digital has been tasked with strategy development and creative implementation to elevate the digital presence of the Unilever brands, across a full range of responsibilities, including CRM, website, apps and social media.
Unilever Food Solutions
Unilever Food Solutions (UFS) collaborates closely with catering businesses and chefs, to provide
products, expertise and ideas to help them find the inspiration they need to satisfy their guests every
day. Focusing on the Hotel, Restaurant and Canteen (HoReCa) sector of the industry, the agency
has been tasked with designing a digital CRM program and interface to support UFS in developing
deeper relationships with their clients.
McCann will work with Unilever to develop a holistic digital campaign for Cif’s portfolio of cleaning products, to drive greater product awareness and familiarity amongst Indonesia’s increasingly health
and hygiene conscious consumers.
As the leading soya sauce in an intensively competitive market, Unilever has tasked McCann Digital with revitalising the brand, strengthening its relevance and inspiring excitement amongst Indonesian consumers.
The agency has launched an integrated digital campaign, including mobile app, social media platforms and an interactive website www.warisankuliner.com, to more deeply embed this brand at the heart of traditional Indonesian cooking.
Fachry Badry, head of McCann Digital, Jakarta, commented; “As a market, Indonesia offers brands huge potential for growth, with some 240million shoppers who are trading up in terms of household products as more become readily available and within financial reach. Our challenge is therefore to drive a deeper level of engagement with these brands.
“With social now integral to many Indonesian’s everyday lives [Indonesia is the world’s fourth largest Facebook and sixth largest Twitter market], we have designed the Bango website with social at its core to increase consumer accessibility to the brand. A ‘foodapedia’, users are invited to upload content and join the conversation via the site or integrated apps, allowing them to engage with Bango where and when they choose.”
The agency was recently recognised for its innovative digital work, winning ‘Best Social Media Program’ at the Selular Awards 2012 for ‘I Hate Slow’ for SmartFren. The integrated campaign sparked a nationwide youth movement and resulted in Smartfren becoming the No. 1 Wireless
Broadband Internet provider in Indonesia.