Ayam Brand™ or Ayam™ is one on the oldest consumer brands in Asia owned by a french Organization called Denis Group. The main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), fruit and vegetable (especially baked beans).
Synovate had ranked Ayam Brand™ among the first 500 consumer brands in Asia.
Given the stiff competition within the region, the Global Marketing Director, is focused in giving its customers a revolutionary experience for their latest Marketing Campaign in Singapore, Malaysia, Indonesia and Brunei.
In lieu of many other consumer brands available in the region, Ayam Brand had been trying to differentiate themselves from the rest of their industry counterparts.
Problems such as difficulty in engaging its consumers via the traditional means of marketing e.g. coupons, flyers, brochures, TV commercials and more, the company wanted to build a closer relationship with its consumers while generating more awareness and hype towards the targeted group of audience.
Furthermore, the revolutionary experience required by the client needed to incorporate a competition for consumers to participate and allowing the latter a chance to win a prize.