The campaign resulted in HOCK's digital channel audience to change practically overnight; from the previously 46-55 years old as the majority, catapulting it into the 18-25 years old range.
The shifting sands of time has been the challenge for a legacy brand such as HOCK, and the question was always "how do we make sure that the younger generations and the next can still hold us dear in their hearts?"
The campaign #SiPalingBisa is Studio Tinker's twist on the "Si Paling ____" trend circling about in the Indonesian digital landscape circa 2023. Its striking key visuals stem from the myriad uses of 6 typefaces, all interchangeable per character as the main headlines and video title—signifying that whatever you want to make, no matter how weird, HOCK's got your back with their repertoire of ever-growing products. The campaign also involves professional chef from Hell's Kitchen Indonesia, Chef Ben Imantaka as the recipe consultant and hand talent for the shots, making sure that every weird idea—such as Fried Pudding or Cassava Leaf Lasagna—is tasty and very much a possibility to re-create.
