single tasker - joy tea mobile marketing campaign

Joy Tea Mobile Marketing Campaign

“I don’t believe that stress-free life is possible. Stress is a response of challenge in life, but a life without challenge is boring.”

INSIGHT

They check e-mail while opening many browser tabs, reading blogs, and news. They watch youtube while getting works done and plan the day while doing works, and so on.

IT’S CALLED MULTI –TASKING: the art of messing up several things at once. it’s also a source of anxiety because they are worried that we should be doing more and

doing something else.

PRODUCT TRUTH

Joy Tea is a green tea drink that gives a little break with peace and calmness.

There’s a peace in just doing one thing and letting go everything else.

IDEA

STRATEGY

1. pre-engagement

2. engagement

3. post-engagement

PRE-ENGAGEMENT

FIRST, we’d like to create a buzz about busy lifestyle by encouraging people to mention their friends who are freaking busy with #CiyeSibuk. We also use some key opinion leader to generate the buzz.

The buzz will be getting more, more, and more.

ENGAGEMENT

THEN, we offer them a solution through Joy Tea mobile called Single Taske. It helps them find the peace in doing one thing at a time

User can sign up with facebook or twitter, pick username, and upload profile picture.

After that, they can only choose one important thing to do at the moment.

Yes, only one important thing.

They can choose the duration. Research proves that people can only focus maximum for 60 mins.

Users can’t access any social network and instant messaging. There would be auto-reply answer. “Hey, I’m busy doing my work. I’ll talk to you later.” “

While users do their stuff, there would be some little breaks to keep them focus and calm.

POST-ENGAGEMENT

TO MAKE THEM GROW, we encourage users to influence the others with sharing and recommendation feature. They can show off about what they’ve been done and recommend this application to their busiest friend.

Therefore, Joy Tea can bring calmness to adolescent by helping them doing one thing at a time. People would aware Joy Tea as the green tea drink that brings calmness and peace.