| Title | KILAU RAMADHAN |
| Brand | SARA LEE INDONESIA |
| Product / Service | SHOE POLISH |
| Category | D01. Event and Field Marketing |
| Entrant | CIRCLE Jakarta, INDONESIA |
| Entrant Company: | CIRCLE Jakarta, INDONESIA |
| DM/Advertising Agency: | CIRCLE Jakarta, INDONESIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Marieska Widhiana | Sara Lee Indonesia | Marketing Manager |
| Rosita Leonardi | Sara Lee Indonesia | Brand Manager |
| Soraya Megasuri | Circle | Business Director |
| Robby Suhada | Circle | Project Manager |
| Handriya Yogaswara | Circle | Account Manager |
| Lutfi Lukman Agus Setiawan | Circle | Creative Director |
KIWI has launched its new packaging for the whole range which has more modern & progressive look. KIWI as a leading shoe polish brand needs to bring the new approach to rejuvenate the usage habit : re-invent the occasion / habit of ‘KIWI’ing. Utilizing Ramadhan Period as the period while people pays most attention to their spirituality, yet their fresh & new look for Eid day. KILAU RAMADHAN (Ramadhan Shine) theme name gives dual meaning of 'shining shoes' and 'shining heart / spirit'
The program shows utilization of Ramadhan period beyond the clutter of 'mudik' / 'pulang kampung' / exodus period which has already owned by different brands. The program name and activities are very simple yet engaging to the target audience, and the occasion relevance is the key to the success of this program. KIWI as the market leader proved to be steps ahead of its competitor by tapping into the occasion. It's reliability and commitment to its consumers' needs.
KILAU RAMADHAN was conducted during Ramadhan period, located in office buildings where office people should spare their time for prayer in the nearest mosque, mostly during prayer time. While heading to the mosque, consumers can replace their shoes with KIWI branded sandals in KIWI booth, placed in office building's lobby. The deposited shoes will be treated in 'Shoe Spa' (cleaning, shining and refreshing) with range of KIWI products for free. Afterwards, consumers will be approached to purchase the product range with bundled prizes: Shoe Bags / Slippers
For only total production cost of USD 12,500 during 10 days of execution, the program has successfully grabbed attention of more than 15,000 audience of office workers (building occupancy statistics) Total Sales Generated from the program is around USD 3,200 or more than 300% from client's initial target. Total Sales volume achieved is 1,717 products (single & package) The production materials will be used again for this year's continuation program.