Challenge: As market leader, Indomie has the need to evolve to deeper bond, a brand that is 'loved' from just 'tasty noodle for everyone, everywhere Indonesia' to something more meaningful in life (create an emotional equity). The fact that almost every Indonesian has a relationship with Indomie but Indonesians don't see it when they take it for granted.

Solution: Intensifying the dialogue/ interaction between Indomie and Indonesians/ consumers.

Result: We don't link the result of the campaign to the sales but more toward the interaction or dialogue which we have successfully created between the consumers and indomie during this campaign 'ini ceritaku apa ceritamu'