|Product / Service||DIAPET|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|Entrant Company||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|Advertising Agency||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|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|
What happened as a result of the communication activity? Target audience understands the unique selling proposition of the brand. How did the communication achieve the goals and influence business outcomes? Target audience keep the stone flyers because they are attracted by the designs and cultural relation, hence they understand the message and what the brand stands for. Include commercial results such as sales and profit as well as change in consumer awareness and attitudes : Commercial results are not determined yet as the campaign has just rolled out in July 1.
Describe how the media team interpreted the creative idea and implemented it : the creative idea utilizes a unique medium thus the touch point needs to be specific. Describe the different channel(s) and how they worked together to maximise the campaign : - Not applicable, we only use one channel for this specific communication.
What were the business, marketing and communications objectives that lay behind the case? - to communicate the unique selling proposition of Diapet and to make it stand out among c competitors. Describe the target audience and their relationship with the brand : We are targeting new customers who haven't considered Diapet because they feel that it does not offer anything different than their current brand. Explain the unique insight that shaped the idea : Utilizing the most unique media to communicate Diapet's uniqueness. How was it relevant to both the client and the target audience : in Indonesia, there is a myth that holding a stone will help to reduce the urge of going to the toilet. This practice has been passed on for generations, even until today. Stone is therefore the most relevant creative execution because it conveys the natural message very well and it resonates well with the belief that is deeply ingrained in Indonesian culture.