Client Brief

TIMELESS RAMADAN
VALUE FOR GEN Z

Source : Ramadan GenZ Study

Copyright 2024 of AMP Group. All right reserved.
Ramadan bulan yang baik
All Muslims know and truly
believe that Ramadan can
be a moment for humans
to become a good and
beer person.

Many people make habit

changes for the beer
during Ramadan.

Ramadan moment is a
turning point for ‘Kembali
menjadi baik’
View on Market
The Strategy
Product Insight
 All the goodness in one can
The taste of yeo’s cincau is preferred by consumers (70%) so that yeo’s cincau be
considered tastier & fresher than competitors.

SWEET ORIGINAL PALM SUGAR

FLAVOR
ORIGINAL CINCAU

BETTER TASTE OF SYRUP REFRESHING

N = 15 person
Age = 18-25 y.o
SES = ABC
 All the goodness in one can
The taste of yeo’s cincau is preferred by consumers (70%) so that yeo’s cincau be
considered tastier & fresher than competitors.

SWEET ORIGINAL PALM SUGAR

USP CATEGORIES such as ORIGINAL, FRESH, DELICIOUS based
FLAVOR
ORIGINAL CINCAU
on consumers experience, are more owned by YEO’S
and must be communicated as belonging to YEO'S,
so that the perception will form that the Grass Jelly Category belongs to YEO'S
BETTER TASTE OF SYRUP REFRESHING

N = 15 person
Age = 18-25 y.o
SES = ABC
1. Communication
Message
 2. Communication
Message for Ramadan
 2

Adjust Yeo's Communication Messages For Ramadan With The

Perspective & Habits Of The Target Market During Ramadan

‘Kembali ke yang pasti baik’

 2

Brand Message
‘Yeo’s merupakan minuman cincau asli
yang dapat menyegarkan.
Asli cincaunya asli segarnya.’
Banyak kebaikan dalam 1 kaleng Yeo’s
3. Increased Social
Media Engagement
 Ramadan Video Campaign
Ustadz Dennis - Gue Pasti Yeo’s

Objective:
INCREASE SOCIAL MEDIA
ENGAGEMENT.

Koh Dennis invites people to

compete in goodness in the month
of Ramadan and this competition
also inspire people to change and
return to become a better
personality.
4. Increased Social
Media Engagement

1 2
Launch video campaign
Ustadz Dennis - Gue Pasti Yeo’s
Digital Implementation
Gue Pasti Yeo’s
Crate Visual – GUE, PASTI Yeo’s
To amplify the improvement spirit on Ramadan
through creativity,
We developed an filter that highlighted the catchy
chorus, offering GUE PASTI Yeo’s Movement, so the
audience participate in this movement
We can use >50 influencers to attract the audience to
participate in this movement
3
Finally we organized a Video contest inviting Indonesians to
express their creativity about self-improvement
We will be set up on social media [IG as main channel &
Tiktok support] to compile the video entries,
To foster the movement, we can use influencers to attract the
audience to participate in this movement & we allowed
participants to cast their votes for their favorite submissions
at the end of the contest
Let’s Create Your Story and
Show Your Creativity!!
Rules:
1. Follow @yeos_id & like postingan
2. Buat video menggunakan filter
#GuePastiYeos yang terdapat di
highlight dan ceritakan perjalanan
kembalinya kejalan yang baik
3. Upload video kamu ke IG REELS &
Tiktok
4. Mention dan tag @yeos_id dengan
hashtag (tbc)
5. Akun instagram peserta tidak boleh di
private
6. Tidak menghapus konten sampai
periode kompetisi selesai
7. Membeli min. 3 kaleng Yeos bukti
pembelian disimpan
8. Link confirmation :
https://forms.gle/jW9BUvc3XK4QikZD7
 Kriteria Pemenang

1. Kreativitas
2. Kesesuaian video dengan challenge
3. Kualitas video dan suara yang baik
4. Cerita paling inspiratif
5. Jumlah engagement
 Reward
10 kategori pemenang
1. Juara 1 Rp 5.000.000 (Bagus dari segala aspek kriteria)
2. Juara 2 Rp 3.000.000(70% Bagus dari segala aspek kriteria)
3. Juara 3 Rp 2.000.000(50% Bagus dari segala aspek kriteria)
4. Juara favorit 20 Orang Rp 500.000 (Engagement terbanyak)