REGEN CUAMAT: Curhat Auto Skakmat

Client

REGEN

Service

Commerce, Creative

Industry

Fast Moving Consumer Goods

Digital-first campaign powered by an interactive microsite rooted in Gen Z’s online expression.

Agency

Scope of Work

  • Brand Activation
  • Campaign Optimization
  • Creative strategy

Interactivity and digital-native humor helped REGEN become culturally resonant and scale without paid media.

Challenge

REGEN had to cut through a big-budget market with no awareness and no paid media support.

In a beverage market dominated by sugar-heavy giants and aggressive ad campaigns, REGEN entered as a zero-sugar, zero-calorie newcomer. The brand had to compete with no legacy awareness and no paid ads. To build visibility, we needed to break in not with budget but with the right cultural insight and creative sharpness.

CUAMAT shaped the strategy by turning Gen Z’s emotional expression into a culturally relevant moment.

CUAMAT (Curhat Auto Skakmat) was born from a simple emotional insight: Gen Z loves to rant online to release their thoughts and cope with daily chaos. We turned that behavior into a playful digital campaign where users could submit their feelings and receive personalized responses. The experience encouraged sharing and helped position REGEN not just as a drink but as a cultural companion in Gen Z’s emotional routine.

We crafted a gamified mobile microsite with an AI buddy inspired by top Indonesian comedians as the creative engine of the campaign.

To bring up emotionally resonant experiences, we designed mobile-optimized microsite where users could type their rants and receive instant replies from CUAMAT. Every interaction was crafted for screenshotting and sharing, seamlessly turning each user into both participant and word-mouth driver.

KOLs amplified the experience through relatable “ranting” moments.

To maximize cultural fit, the tech experience was amplified through strategically selected KOLs who reflected the Gen Z’s humor and online habits. Their skits, filmed in everyday locations like Alfamart benches, extended the campaign’s relatability and contextual authenticity.

UGC loops carried the idea forward, spreading the campaign organically across Gen Z’s social spaces.

Unlike traditional media, our microsite provides instant feedback loops, enabling users reposting their results on social media and being featured on REGEN's channels. The campaign spread across TikTok and Twitter as fans made memes around replies that they've got. Technology empowered REGEN to leapfrog paid reach and spark community-led virality.

Result

CUAMAT created a breakthrough moment for REGEN, positioning it as one of the most culturally relevant new beverage brands among Gen Z.

While most beverage campaigns push functional claims, CUAMAT proved that emotional resonance and tech-enabled interaction can drive performance. REGEN became a digital movement that understood Gen Z’s emotional chaos and introduced a new category space “emotional refreshment”.

Impacts

±Rp40

CPE(vs. industry Rp150 benchmark)

100%

organic reach (zero paid media)

195k+

unique responses <2 weeks