The Brief

To communicate the unique selling proposition of Diapet and to make it stand out among competitors

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.