Indonesia — Dentsu Indonesia has launched a behaviour-led campaign for digestive health brand Fibe Mini, using everyday eating habits to encourage Indonesians to think differently about their daily fibre intake.
Rather than relying on traditional health messaging, the campaign was designed to shift Fibe Mini from being seen as a product used only when digestive problems arise to one that fits naturally into consumers’ everyday wellness routines.
The campaign is built around a simple consumer insight that many Indonesians regularly photograph their meals before eating, turning this familiar behaviour into an opportunity for engagement by directing users to Fibe Mini’s AI Fiber Scanner, an interactive microsite developed with FreakOut.
Using the AI-powered tool, consumers can scan photos of their meals to estimate their fibre consumption and identify dietary gaps, encouraging them to think about fibre intake before digestive discomfort occurs rather than after.
To maximise relevance, the campaign targeted women aged 25 to 34 across Jakarta, Surabaya, Makassar, Bandung and Semarang who have a strong interest in health and wellness.
According to Dentsu Indonesia, users not only scanned their meals but also clicked through to purchase and voluntarily shared their results, demonstrating stronger engagement and helping reposition Fibe Mini from a reactive solution to an everyday wellness companion.
“By building a deeper understanding among Indonesian consumers about their actual fiber intake gaps, Fibe-Mini positions itself not just as a product, but as a practical and accessible solution: high in fiber, convenient, and easy to integrate into daily routines,” said Henry Adi Gustian, Head of Marketing at Fibe Mini Indonesia.
“What Dentsu Indonesia brought to the table was the ability to transform this narrative into something experiential rather than purely instructional, turning education into engagement, and awareness into action,” added Gustian.
“Meal photography gave us that moment where the brand’s proposition and daily habit intersected. We just made sure the right people encountered it at exactly the right time, in exactly the right frame of mind,” shared Dhianing Pramasari, Media Director at Dentsu Indonesia.
By combining precision targeting with an interactive AI experience, the campaign aimed to make daily fibre awareness more relevant and actionable while creating more meaningful engagement with the brand.
