Title | STONE FLYERS |
Brand | SOHO GROUP |
Product / Service | DIAPET |
Category | A04. Ambient/Alternative Media |
Entrant | LEO BURNETT INDONESIA Jakarta, INDONESIA |
Entrant Company | LEO BURNETT INDONESIA Jakarta, INDONESIA |
Advertising Agency | LEO BURNETT INDONESIA Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
Zane Adams | Bumble Bee | Musician |
Bayu Wardana | Kudos Film | Editor |
Nanda Utama | Kudos Film | Director |
Agustine Angeline | Leo Burnett Indonesia | Producer |
Eva Ayu Karina | Leo Burnett Indonesia | Senior Producer |
Jessica Lohanda | Leo Burnett Indonesia | Account Manager |
Wirmandi Sugriat | Leo Burnett Indonesia | Account Director |
Riama Siagian | Leo Burnett Indonesia | Designer |
Damar Wijayanti | Leo Burnett Indonesia | Copywriter |
Willy Asianto | Leo Burnett Indonesia | Art Director |
Yogi Pradana | Leo Burnett Indonesia | Creative Group Head |
Renaldy Arief | Leo Burnett Indonesia | Creative Group Head |
Leonardus Bramantya | Leo Burnett Indonesia | Associate Creative Director |
Patricia Ivana Wiroreno | Leo Burnett Indonesia | Associate Creative Director |
Brian Charles Capel | Leo Burnett Indonesia | Group Executive Creative Director |
Was the target audience drawn from existing customers, or new customers? We are targeting new customers who haven't considered Diapet because they feel that it does not offer anything different than their current brand. What was the strategy of the campaign? Utilizing the most unique media to communicate Diapet's uniqueness
Explain the strength of the creative and originality : The strength is in the originality of the medium and attractive design. People keep it, take pictures and post them on social media, creating conversations about the brand. Describe why it is most appropriate to the brand : The usage of unique and original medium communicates brand's uniqueness really well. The understanding of local culture makes the communication deeply relevant for the target audience.
The objective is to make people aware that Diapet is made from 100% natural ingredients. The creative solution is utilizing a unique local insight and the most natural medium to convey the message: the Stone Flyers.
Unlike most flyers that end up in trash bins, people actually keep the Stone Flyers. They understand what the brand stands for because of the simplicity of the message and how it relates to them culturally.