The Aha! Moment
As always, we started with data. We looked into the lifestyle and media consumption habits of our client’s target segment and made a startling discovery. A staggering 47% of Indonesian moms were playing some kind of mobile game – which is a serious blow to the typical “Asian mum” stereotype. We decided to leverage on this insight, and we were excited at the prospects. This was deﬁnitely an opportunity to stand out to our target segment, with a “clutter-breaking” big idea.