|Title||PAY WITH PAL|
|Brand||METROPOLITAN RETAIL MART|
|Product / Service||DEPARTMENT STORE|
|Category||B03. Use of Social Platform(s) in a Promotional Campaign|
|Entrant||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|Entrant Company||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|Advertising Agency||LEO BURNETT INDONESIA Jakarta, INDONESIA|
|Production Company||SUNNY SIDE UP Jakarta, INDONESIA|
|Brian Charles Capel||Leo Burnett Group Indonesia||Group Executive Creative Director|
|Patricia Ivana Wiroreno||Leo Burnett Group Indonesia||Creative Director|
|Leonardus Bramantya||Leo Burnett Group Indonesia||Associate Creative Director|
|Damar Wijayanti||Leo Burnett Group Indonesia||Copywriter|
|Renaldy Arief||Leo Burnett Group Indonesia||Creative Group Head|
|Yudith Tupan||Leo Burnett Group Indonesia||Copywriter|
|Yogi Pradana||Leo Burnett Indonesia||Creative Group Head|
|Willy Asianto||Leo Burnett Group Indonesia||Art Director|
|Franz Liberty||Leo Burnett Group Indonesia||Art Director|
|Fredi Dhyatmika||Ex Leo Burnett Group Indonesia||Ex Art Director|
|Riama Siagian||Leo Burnett Group Indonesia||Art Director|
|Mario Rudansa||Leo Burnett Group Indonesia||Designer|
|Rama Herniawan||Leo Burnett Group Indonesia||Digital Director|
|Rahman Satria||Ex Leo Burnett Group Indonesia||Ex Account Director|
|Kinanti Gitaputri||Leo Burnett Group Indonesia||Account Executive|
|Ayu Primantari||Leo Burnett Group Indonesia||Creative Service Director|
|Budiarto||Leo Burnett Group Indonesia||Executive Producer|
Pay with pal is a facebook APP that lets you convert your facebook friends into human shopping vouchers at Metro Dept Store during the mens fair program. It's as a simple as selecting friends and facebook will calculate how much they ate worth based on the number of interactions. The more you interact with those friends, the bigger the value of the shopping vouchers.
The strategy of the campaign : The men value their friendship. Their buddies are important for them. They make time to see them and hang out. The strategy was to tap into this behavior. We wanted to appeal to men with issue that matters to them.
On the first week alone, we generated 3,577 vouchers and at the end of the period we reached total voucher spent of Rp 113,077,604 and total value earned was 87,977,604 On top of that we gained 16,7 million bought media impressions and 1 million organic PR and social conversation impressions. Metro had 18,358 visitors within the three weeks of campaign and subsequently more male customers were exposed to the many men's brands that Metro carries thus achieving the objective.
Explain why the method of promotion was most relevant to the product or service The method was most revenant because we focus on the role of male buddies in a man's life and using the joke approach as thevehicle worked because we rode on their habit and engage them in an activity that they normally do: make fun of their friends as a lighthearted joke to show their bond and closeness.