Let’s Play
Rinso is one of Indonesia’s leading laundry detergent brand, anchored in the “Dirt is Good” philosophy that champions child development through play and exploration. In a highly competitive, Unilever Indonesia sought to reinforce brand love and purpose while driving measurable sales uplift, without relying on price discounts. The objective was to connect with families and primary household shoppers by offering meaningful value beyond the product, strengthening emotional relevance while encouraging purchase.
Planning & Execution
TLC Worldwide developed Rinso Ayo Main (“Let’s Play”) as a nationwide campaign solution designed to bring Rinso’s “Dirt is Good” purpose to life at scale. Rather than relying on price-led incentives, the campaign linked purchases of Rinso SKUs with free kids’ admission to over 150 family-friendly attractions across Indonesia, including zoos, museums, theme parks, and play centres. The solution addressed Rinso’s need to drive brand love and relevance while encouraging purchase. A simple digital receipt-upload journey enabled instant access to the experience, while activation across 15.5 million packs and supporting in-store and digital communications ensured a consistent, seamless consumer experience nationwide.
Effectiveness / Results
15% increase in sales, demonstrating the effectiveness of experience-led rewards in driving FMCG growth
- Massive reach with 15.5 million promotional packs distributed across Indonesia
- 30% of customers who redeemed a reward returned to redeem again.