Siap Sekolah 2017
Brand Activation

The Community Event to Define Dancow Fortigro’s Product Role to the Target Audience

Dancow is an instant milk brand that has had its presence felt in the country for over three decades. Dancow Fortigro is the brand’s family-orientated product aimed at school-age children. Both Dancow and its sub-brand are products of Nestlé, a Swiss transnational food & drink company that has become the largest food company in the world.

To enforce its message as the brand of choice for families with children attending (and preparing) for school, Iris was tasked with conducting nation-wide community activities to communicate that Dancow Fortigro is a source of key nutrients that help prepare children to be ready for school. This resulted in Dancow Siap Sekolah, a campaign that invites mothers to learn about parenting tips and to receive suggestions on spotting the 10 indications of children to be school-ready (physically, psychologically and socially). The community activities took form in an edutainment format for mothers of children from the 1st to 3rd grade of primary school.

The program ran across 18 cities across Indonesia, with a reach of over 42.000 mothers (106% of the KPI).