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Indomie Hype Abis ignited consumer excitement with a national Buy 1 Get 1 promotion, supported by Grivy’s ecosystem to activate awareness at scale and guide consumers into a low-friction user journey that ended in strong transactional uplift at Alfamart and Indomaret. With millions reached, high weekly momentum, and measurable in-store impact, the activation successfully blended broad top-funnel visibility with high-quality conversions.
Spicing up nationwide cravings with a high-impact value mechanic
Indomie Hype Abis launched its “Mie Nyemek ala Bangladesh’e” variant with a bold Buy 1 Get 1 offer that instantly captured the interest of adventurous noodle lovers. The flavour’s hype-driven positioning, paired with a compelling value offer, created immediate pull across digital audiences. The campaign resulted showed that consumers consistently engaged throughout the campaign. The strong cultural storyline behind the product amplified its desirability and encouraged thousands to redeem at their nearest Alfamart or Indomaret.
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Boost store traffic, accelerate repeatable trials, and strengthen nationwide purchase momentum
Indomie aimed to activate shoppers at scale by turning the popular Hype Abis variant into a must-try SKU through a Buy 1 Get 1 mechanic. The goal was to influence both immediate transaction behaviour and long-term repeat consumption by encouraging households to buy more than one unit per visit. With 42,000 participating minimarket stores nationwide (page 10), the campaign sought to maximize household reach, optimize code allocation, and identify high-performing regions and channels for future B1G1 strategies.
A multi-channel conversion engine with funnel optimisation and store-level reinforcement.
A high-performing B1G1 activation delivering 76% redemption and surpassing targets
The campaign drove strong end-to-end performance and outperforming the target while maintaining a robust redemption rate. Weekly performance improved consistently across all funnel stages, and multiple channels demonstrated strong conversion quality—especially Grivy Wallet, social media, and Samsung. Store-level analysis showed broad geographic traction, with heavy contributions from several major cities and provinces.
The activation reinforced Indomie’s leadership in instant noodles by turning a viral flavour concept into measurable in-store demand. The campaign delivered not only volume but also actionable insights, guiding future Buy 1 Get 1 programs with stronger precision and proven impact.
