MULTI SURFACES TABLE

TitleMULTI SURFACES TABLE
BrandUNILEVER INDONESIA
Product / ServiceCIF SPRAY
CategoryA04. Ambient/Alternative Media
EntrantLOWE INDONESIA Jakarta, INDONESIA
Entrant Company LOWE INDONESIA Jakarta, INDONESIA
Advertising Agency LOWE INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Dini Setiawan Lowe Indonesia Account Executive
Putty Chaeronissa Lowe Indonesia Account Executive
Dewi Yullyanti Lowe Indonesia Account Manager
Raufi Khaerunnisa Lowe Indonesia Group Account Director
Artha Astaria Lowe Indonesia Agency Producer
Bayu Adharmacila Lowe Indonesia Art Director
Chandra Suteja Lowe Indonesia Copywriter
Wirastomo Hadi Lowe Indonesia Sr. Copywriter
Ferly Novriadi Lowe Indonesia Deputy Executive Creative Director
Din Sumedi Lowe Indonesia Chief Creative Officer

The Brief

CIF Spray (a multi-purpose cleaner) has been in the Indonesian market for the last three years. An average household has 3 to 4 different cleaning products to keep their household clean. Among its communication strategy, product demo has become the most suitable approach to illustrate CIF Spray’s efficacy. However, people are reluctant to see boring and formulaic product demos. We needed find a new way to engage the audience.

Creative Execution

We decided to launch these tables at the Festival Jajanan Bango; Indonesia’s biggest hawker food festival. These unique tables give people an impossible to avoid product demo, thus demonstrating Cif Spray’s efficacy.

Describe the creative solution to the brief/objective.

Street food stalls are an important part of Indonesian culinary culture. Popular haunts will often find people waiting for the next available seat and standing patiently around the table when it is being clean. This led us to the idea of using the table as the medium. We created the world first multi-surface table, constructed of 10 different surfaces with each table containing a CIF Spray compartment.

Results

From the five-day event, the tables generated thousands of product demos and sold 3990 bottles, 60% surpassing its target of 2500. The tables are now making their debut in popular food courts and restaurants.