: Unilever's Bango: Serving Street Food to the Masses

 

Client: Unilever
Product: Bango soy sauce
Category: Food, Beverage, Tobacco
Agency: Mindshare Indonesia
Country: Indonesia
Year: 2015

 

Campaign Summary

A premium soy sauce, Bango is loved by Indonesians. At the time of this campaign, market share was going up, but at the same time many people were using mobile for sharing pictures of food, and Bango needed to tap into this market. Although the brand had grown three percent over the last two years, more momentum and market share was needed, and that’s where mobile came in.

Bango’s challenge was to figure out how it could preserve Indonesia’s culinary heritage amidst the growing popularity of Western food.
 

Objective and Context

While all hawkers and street food vendors use Bango as their main ingredient, the brand needed to make sure young people kept close to it, and are able to appreciate the traditional culinary experience. No other brands were focused on local street food and hawkers, which created the perfect opportunity for Bango to take its place as a brand that supports local street food, through the platform that foodies love the most – mobile!

People love food, especially on social media. Not a day goes by without many people Instagramming their lunch, writing reviews online, or posting about food on Facebook. With Bango’s target audience being young foodies who want to know all about the newest restaurants and food trends, Bango’s parent company, Unilever, wanted to tap into this market and give Bango’s fans something to cheer about.

 

Creative Strategy

How could Bango combine love of food within the mobile format? By creating Bango Warisan Kuliner, a first of its kind mobile application in Indonesia, where Indonesians can find and share the best local culinary experiences with similarly minded people through posting, reviews, and all elements in the process of food discovery.

Being the leading soy sauce brand in the country, Bango has traditionally focused on TV, radio and print, with a strong presence on social media including Facebook. However, with audiences changing with the times, Bango needed to offer more in terms of mobile as well.

Therefore, mobile took precedence in the campaign, with the app drawing advertising crossovers from the likes of Twitter, Facebook, YouTube, Google Display, and local media network Liputan. It also leveraged several local influencers as well, partnering with Keuken, a local food and cultural festival, with competitions and activities to drive usage of the app. In the end, mobile investment accounted for 22 percent of the total campaign budget.

Bango recommended the best hawker options based on the user’s location, using the mobile phone to do this. It encouraged foodies to upload pictures of their meals, rate and review meals, read others' reviews, get directions to hot new restaurants, receive information on new food trends, and earn rankings among legions of foodies by being a frequent reviewer.

For those who wanted to recreate the meals at home using Bango, users could also access thousands of recipes on the application featuring dishes from their favorite hawkers.

Results

Below are the results of the campaign:

  • The app became so popular that it ranked among the top five most downloaded apps in the country.
  • By May of 2015, around 216,000 users downloaded and signed up for the app, creating a total of 27,million impressions.
  • Most importantly, the brand’s market share grew from 45.2 percent in 2014 to 46.2 percent in 2015. Brand love and loyalty has also reached an all-time high with seven out 10 people choosing Bango, and 93 percent of Indonesian consumers believing that Bango is the best soy sauce for Indonesian dishes.
     

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