| Title | NATUR-E JOURNEY TO BEAUTY |
| Brand | DARYA VARIA LABORATORIA |
| Product / Service | E-VITAMINE SUPPLEMENT |
| Category | C01. Integrated Direct Mail Campaign |
| Entrant | CIRCLE Jakarta, INDONESIA |
| Entrant Company: | CIRCLE Jakarta, INDONESIA |
| DM/Advertising Agency: | CIRCLE Jakarta, INDONESIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Inge Meliana | Darya Varia Laboratoria | Brand Manager |
| Soraya Megasuri | Circle | Business Director |
| Robby Suhada | Circle | Project Manager |
| Lutfi Lukman Agus Setiawan | Circle | Creative Director |
| Jalu Gagah Satria | Circle | Art Director |
| Dyan Nuranindya | Circle | Account Executive |
Natur-E is a natural vit-E supplement. From previously recognized for 'anti-aging', the brand has to broaden its market by new tagline: 'Stay Young Naturally'; and the new brand ambassador: Dian Sastrowardoyo. NATUR-E Journey to Beauty is the program that directly reaching the target consumers in their daily life and inspiring them to feel and be proud of their own beauty. NATUR-E Journey to Beauty Treatment Bus was launched along with competition of selecting 10 winners to participate in JtB Program in Yogyakarta (4 days), to select 1 final winner to become NATUR-E next brand ambassador with Dian Sastrowardoyo.
Instead of just regular selling, self beauty inspiration and actualization give strengths to the audience involvement and interaction in the campaign. Herewith, the brand shows its maturity and leadership as the brand that inspires people to realize, proud and dare to show their own beauty. The bus which is fitted with spa & beauty treatment inside, plays a big role as the campaign medium is also very effective in reaching the target audience in their daily life, and also a good medium for branding and experience.
In 5 February 2009 the program was launched in press gathering format. This was also the launch of Dian Sastrowardoyo as the brand ambassador and publicly announce the start of the bus journey. NATUR-E Journey to Beauty bus then visited 24 campuses, 12 hang-out points and 20 offices across 6 cities within 4 months, providing inner-outer beauty workshop, treatment and getting competition entries. Dian Sastrowardoyo is actively involved in workshops as inspiration figure of holistic beauty, together with Spice Magazine. Distribution of POS in OTC outlets, TVC, Print Ad and Radio Talkshow conducted along with the campaign.
Facebook group and page is also established later on, giving updates about the campaign activities and spreading daily beauty inspiration tips and quotes. Total Bus Visibility & Prgram Awareness in total 6 cities visited: Jakarta, Bandung, Medan, Yogyakarta, Surabaya & Makasar. Involvements of more than 28,000 total audience in workshop, bus treatment and selling activity. Total 11,825 product purchase during activity and total 1,486 competition entries. 1,130 fans on Facebook page, and still growing. http://www.facebook.com/pages/Natur-E-Journey-to-Beauty/48626559786?ref=sgm 762 members on Facebook group/cause and still growing. http://www.facebook.com/group.php?gid=75851404692 Continuation of the program title to be used in local self-conducted activities.