Happydent (Race to Win)

The trend of chewing gum has been a staple of modern society for decades. From freshening breath to helping alleviate stress, gum has been a go-to for many consumers in various situations. However, as we continue to adapt to a hybrid work environment, the trend of chewing gum is on a steady decline.

With the COVID-19 pandemic forcing people to work from home and practice social distancing, the need for refreshing gum to boost self-confidence and alleviate stress has decreased. People are no longer concerned with freshening their breath for public transportation or social situations, as they are not engaging in these activities as frequently. As a result, sales of gum fell by 14% in 2020 over the previous year.


The goals are to increase sales for Happydent, build a loyal customer base, and increase its competitive advantage in the market. To achieve these goals, Happydent needs to differentiate itself from other gum brands and adapt to changing market conditions by providing additional benefits to customers beyond just freshening their breath. By doing so, Happydent can attract more customers and emerge as a stronger competitor in the gum industry.


This campaign is an omnichannel campaign that leverages online and offline (O2O) channels to drive engagement and loyalty. By participating in the competition, users can win extraordinary prizes, including exclusive merchandise, experiences, and cash rewards.

To participate, users need to purchase and consume Happydent gum and upload their receipts to the campaign website or app. The more gum they purchase and consume, the higher their chances of winning. To create a sense of urgency and encourage repeat purchases, we have limited the competition period to 42 days.

The "Happydent Race to Win" campaign not only incentivizes users to purchase more Happydent gum but also creates a sense of community and competition among participants. By sharing their progress on social media and interacting with other participants, users are more likely to feel connected to the brand, further strengthening their loyalty.


With our objective to boost Happydent's sales, establish a loyal customer base, and improve its competitiveness in the market by implementing the Race to Win campaign. As a result of this campaign, we have achieved the following outcomes:

  • Generated sales of approximately 850 billion Rupiahs through over 3,500 submissions
  • Attracted 515 participants to the campaign, out of which 323 have become loyal consumers.


  • Retainer: Campaign & Activity Management
  • Production: Campaign Microsite
  • Media: Production Materials
  • Retainer: Social Media
  • Strategy & Consultation
  • Media: Production (Facebook, Instagram, Google, Tiktok, etc)

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