The Brief

Most Indonesian women fulfill only about 50 percent of their daily calcium needs.* Some don’t know how important calcium is, and others think that it’s not important NOW. As a result they put their bones at risk of weakening,possibly fracturing. While lacking calcium needs, Indonesian women still want to look fabulous in high heels. They don’t know by wearing high heel, they increase the pressure on their foot about 76 percent.** and put their foot bones under serious threat. Therefore Anlene wants to campaign about the importance of fulfilling daily calcium needs using the female journalists’ influence on women.

Creative Execution

Challange: get huge media coverage with low budget. Find how to attract female journalists, so they will come on Saturday morning, to cover our press conference and give us huge media coverage.

Describe the creative solution to the brief/objective.

We utilize women’s passion for high heels. Inspired from the glass shoes princess: “Cinderella”. We spread an invitation to the female journalists in the form of a half pair shoe. We invite them to our event, to claim their other half and prove that they are the ‘Cinderellas’. We also gave what women’s want. We collaborate with 2 most well-known shoes brand in Indonesia, Charles & Keith and VNC. Women can buy their favorite shoes of the 2 brands at 50% discount by only buying Anlene One-a-Day pack.

Results

The event achieved the highest media attendance rate 100%! Which generally is less than 60% on weekend. 65 media publications title covered our event. Made our event a major story News coverage value of our event reached a tremendous 1000% Just like Cinderella got her pair shoes plus the prince, our mission was also accomplished and a significant increase from 68% to 93%*** in women’s understanding, that they need to have strong bones if they want to keep wearing high heels fabulously. * Nutrition Research ** Via www.impactlab.com *** Based on Independent Survey 120 Indonesian women