JWT launches interactive campaign for Pop Mie's new packaging

Pop Mie, a sub-brand of the world’s largest instant noodle manufacturer Indofood’s Indomie, is a major player in the cup noodle sector.

JWT Indonesia has developed an interactive, through-the-line campaign titled ‘Pop up your life’ with a series of TV commercials due to launch progressively from now until January next year.

Visitors to the interactive microsite Popupyourlife.com can embed a photo on the TVC clip online to become the ‘star’ of the video clip. The final video can be shared through Facebook and Twitter and the five best faces will have the chance to appear on TV when the new ads release in the later phase.

The site also hosts an augmented reality game, which involves the new Pop Mie packaging. There are also wallpapers and other digital elements for fans to download.

Ivan Hady Wibowo, ECD at JWT Indonesia, said, “The campaign is a first for Indonesians for this type of interaction with ‘new media’ and we are proud to be pioneering it in the market."

JWT was appointed as the agency for Pop Mie in May this year.

Evelyn Atmaja, GM of sales and marketing at Indofood Sukses Makmur, commented, “The campaign reflects the lifestyle of Pop Mie’s 20-something audience, speaking directly to them; which is why we’re seeing such an overwhelming response.”

Credits:
Project Pop up your life
Client Indofood
Executive creative director Ivan Hady Wibowo
Associate creative director Pingkan Rarumangkay
Interactive designer Tirza Natadisastra
Art directors Sonny Tjahyadiputra, Pasha Yudadibrata
Copywriters Wirastomo Hadi, Ernest Wiyanto
Planner Nadya Perwitasari
Producer Nina Rakhmatika
Account servicing Asrita Tjahja
Production company Kemistry and Cherrypicks
Exposure Television, online