Indomilk invites young adults to drink milk with first-ever AI campaign

Indomilk Steril has unveiled its first AI-generated campaign "Click to get Riil" featuring Indonesian singer-songwriter Ariel and special edition packaging. 

As part of the campaign, the brand will be releasing 12 interactive special edition packs featuring plain and honey flavours of Indomilk Steril. Each edition will capture moments and occasions and invite consumers to immerse themselves in video calls with Ariel using AI technology. 

These special packaging serve not only as functional containers but can be kept as prized collectibles for fans of Ariel. 

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In addition, Indomilk Steril released three advertisements. In one ad, a sick girl is seen drinking Indomilk. A giant phone appears beside her where Ariel is seen telling her to drink Indomilk, "Get Riil" and to get well soon. 

In another ad, a motorcyclist is seen taking a break after being in a traffic jam. He pops open a can of Indomilk while resting on a bench. Similarly, Ariel appears through a phone and tells him to "Get Riil". 

Lastly, a woman is seen working late in the night at the office. She opens a can of Indomilk and Ariel appears through a giant phone to encourage her to drink Indomilk so that she can get through the night. 

"Indomilk Steril introduces the first AI campaign in Indonesia, implemented in the interactive special edition packaging 'Click to Get Riil!'. On this occasion, we invited Ariel, brand ambassador of Indomilk Steril, as someone who is active and fun in his daily life. Our hope through this interaction is that Ariel can inspire young people who also have a variety of exciting activities to stay fit and enthusiastic throughout the day," said Axton Salim, director of Indofood CBP.

"The idea of the campaign was actually inspired by the ‘click’ sound from the milk can being opened, and the real health benefits from the milk inside it. And then it just fits perfectly and rhymes with Ariel, the brand ambassador’s name," added Rya Asmara, creative director of SNS Indonesia.

"The concept is to give consumers double benefits from the product, which are the real nutrition and a real unique video call experience with Ariel, hence 'Click to Get Riil'," explained Rya. 

The campaign comes at a time where milk is often relegated to a product for children, said Indomilk Steril in a statement. With this campaign, Indomilk Steril aims to emphasise the accessibility of quick, delicious and energising refreshments for young adults. 

"Click to get Riil" was also created in collaboration with SNS Indonesia, a creative and design agency part of FAB Indonesia. 

"Indomilk Steril acknowledges that individuals aged 25-35 are typically highly productive in their daily endeavors. Making a habit of consuming sterilised milk in the morning before commencing activities can be beneficial because the nutrients it contains can boost their immune system," said Vanda Ratana, general manager marketing of PT Indolakto, a subsidiary of Indofood CBP.

"Ariel, who is known for his active lifestyle as an artist, is the perfect fit for the brand and can offer our consumers excitement while also enjoying the tangible benefits of Indomilk Steril."

In time, consumers can look forward to more AI campaigns. This is especially since 54% of marketers have used AI to achieve faster content generation and campaign rollout, according to CleverTap’s AI customer engagement report.

Other popular uses of AI by marketers include creating content that resonated with the emotions of the user (43%), automating the creation of segments based on the probability of conversation (39%) and running experiments at scale (39%).

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