CASE STUDY: Y&R organises a Flash Mob in Jakarta to reinforce Mizone brand message

Background:
Danone launched Mizone brand campaign titled ‘Mizone City’ on 13 September. The campaign was aimed at portraying a city where people are restored in their body, mind and mood everyday. Danone's objective was to reinforce this benefit and reposition Mizone as an everyday isotonic beverage and not just limited to sport-related consumption.
 
Strategy:
The primary medium for the launch was a TVC featuring the song Love Today by Mika. To further enhance the Mizone benefit, Y&R organised a 'Flash Mob' event on 10th October 2010. The idea was chosen because it fit with the brand’s benefit of restoring and making routine moments come alive in a refreshing and an unexpected way. The Flash Mob, dancing and enjoying in a spontaneous manner in what would otherwise have been a normal, routine moment, also reinforced the brand message. Turns out, the Mizone Flash Mob was the biggest event of its kind in Indonesia.
 
Execution:
On a ‘Car-Free’ Sunday on the main roads of Jalan Sudirman and Jalan Thamrin in Jakarta, the public was given a live taste of this idea. Going about their regular Sunday activities near one of the busiest shopping and eating malls – Grand Indonesia – they were witness to a group that started dancing to the Love Today song. The choreography was kept simple to get as many people as possible to join the bandwagon.
 
Results:
A total of 1,100 people joined the Flash Mob helping drive the momentum and buzz initiated by the TVC.
 
These were followed by news flash reports on three TV stations who interviewed a celebrity to endorse the event, extensive coverage on various online news portals, Twitter updates from participants, You Tube video uploads by participants and on the official You Tube video site.

Follow Up:
The campaign helped increase brand awareness of the isotonic drink so much that there is a plan in the pipeline for Phase II -  A ‘Flash Mob Competition’ to be held across 4 major cities – Jakarta, Bandung, Yogyakarta and Surabaya. Y&R will also be inviting the general public to create their flash mob dances to the Mizone City theme.