Dumocalcin is a practical chewable calcium supplement, but the problem is, it has a very low brand awareness. The challenge was to create instant awareness amongst the consumers that Dumocalcin promotes strong bones. The benefit was dramatized in a unique and impactful way.
Translation: “Dumocalcin. Chewable Calcium Tablet”
A fly-over was chosen in the busiest street in Jakarta and it’s supporting columns were turned into giant bones using fiberglass coverings. Everyday people passing by were exposed to the branding and the perception that by chewing Dumocalcin they would have stronger bones.
