In 2024, Kopi Good Day took its brand activation to the next level by engaging the energetic and creative high school crowd through the Good Day Schoolicious Good Challenges.
This campaign was designed to boost brand awareness and engagement with Gen Z students across Yogyakarta and Semarang. Through exciting competitions like cheerleading, mascot design, and dance performances, Good Day Schoolicious became a platform where high schoolers could showcase their creativity while connecting with the fun, youthful essence of the Kopi Good Day brand.
Managed by REFLEX Indonesia, the campaign attracted thousands of participants and generated substantial digital exposure.
Let’s dive into the strategy behind this campaign, its highlights, challenges, and the impressive results it delivered.
Campaign Overview: Creativity, Competition, and Brand Engagement
The Good Day Schoolicious Good Challenges 2024 aimed to increase Kopi Good Day’s brand awareness among high school students through a series of engaging activities.
The campaign created a platform for students to express themselves creatively and interact with the brand on a personal level.
Key Campaign Details:
Objective: Build brand awareness and drive engagement among high school students in Central Java.
Locations: The campaign was held across Yogyakarta and Semarang, targeting high schools in these regions.
Target Audience: Gen Z high school students (SMA and equivalent).
Competitions: Cheer & Dancing Competition, Mascot Design Competition, Chant Supporter Competition, and Kolaborasa Competition.
Key Activities & Highlights: How Good Day Connected with Gen Z
The heart of the Good Day Schoolicious campaign was its focus on creativity and competition.
REFLEX Indonesia crafted an activation that allowed students to showcase their talent while associating fun, energy, and youthful spirit with the Kopi Good Day brand.
Here are the standout activities:
High-Energy Competitions: The Cheer & Dancing Competition and Chant Supporter Competition brought out the school spirit, while the Mascot Design and Kolaborasa Competitions encouraged artistic and culinary creativity. This variety of competitions ensured that students from different backgrounds and interests could participate and engage with the brand.
School Figure Collaboration: To maximise engagement, REFLEX involved School Figures, influential students from participating schools, to act as brand ambassadors and help promote the event within their schools. This peer-driven strategy was crucial in ensuring the success of the campaign.
Online Submissions & Digital Platform: Students submitted their entries via the campaign website www.hidupbanyakrasa.com, making it easy for participants to engage digitally. This also allowed for streamlined data collection and curation by professional judges.
Rewarding Participation with School-to-School Events: Eight finalist schools were selected to receive exclusive School-to-School events from Kopi Good Day, culminating in live performances at the grand Big Bang Good Day Schoolicious Good Challenges event.
Challenges & Solutions: Navigating School Schedules and Engagement
Challenge 1: School Schedules and Participation Constraints
One of the main challenges was aligning with the diverse school schedules and encouraging them to participate within a set timeline.
Schools had varying academic activities, which made organizing consistent participation difficult.
Solution: REFLEX Indonesia tackled this by offering attractive rewards and leveraging the influence of School Figures.
By involving key student representatives, they generated enthusiasm and motivated schools to join the competition.
The REFLEX team also maintained close communication and visited 60 schools across the region, ensuring smooth coordination.
Challenge 2: Maximising Digital Exposure and Audience Engagement
With limited in-person engagement opportunities, the campaign had to rely heavily on digital strategies to reach a broader audience.
Solution: Through strategic use of digital media, school figure influencers, and professional judges, Good Day Schoolicious Good Challenges garnered more than 15,000 digital exposures. By maximising digital channels and influencer marketing, the campaign was able to create a significant online buzz, encouraging student participation and building excitement for the final event.
Results & Impact: Amplifying Awareness and Participation
The Good Day Schoolicious Good Challenges 2024 was a major success, delivering impressive results both online and offline:
Digital Exposure: The campaign generated over 15,000 digital exposures, thanks to effective digital marketing and influencer collaborations.
Live Event Engagement: The grand finale, Big Bang Good Day Schoolicious Good Challenges, attracted over 3,800 attendees in just one day, demonstrating the widespread interest and engagement from the target audience.
Participant Engagement: Dozens of students submitted their creative works via the campaign website, showcasing their talents in dance, art, and culinary creativity.
By creating a high-energy platform for students to express themselves, Good Day Schoolicious successfully positioned Kopi Good Day as a brand that resonates with Gen Z’s vibrant and fun-loving nature.
Why This Campaign Stands Out
Unique, Multi-Tiered Engagement:The campaign combined online submissions, influencer collaborations, and live performances, creating a well-rounded activation that connected with students at multiple touchpoints.
Peer-Driven Participation with School Figures:The use of School Figures was a smart move to enhance credibility and influence participation, demonstrating the importance of leveraging peer networks in brand campaigns targeted at young audiences.
Comprehensive Digital Strategy:The campaign effectively utilised digital platforms to maximise engagement, drive traffic, and generate buzz, proving the power of digital activation in reaching a young, tech-savvy audience.
How REFLEX Indonesia Can Help You Create Engaging Brand Activations
At REFLEX Indonesia, we specialise in creating impactful brand activations that resonate with audiences, especially within the community and youth segment. With deep expertise in grassroots management, event coordination, and digital activation, our team is equipped to develop creative, results-driven campaigns that elevate brand awareness and drive meaningful engagement.
Want to create a dynamic brand campaign that engages young audiences and builds lasting connections? Contact REFLEX Indonesia today to learn how we can help your brand reach its full potential through expert event management and creative brand activations.