PAY WITH PAL

TitlePAY WITH PAL
BrandMETROPOLITAN RETAIL MART
Product / ServiceDEPARTMENT STORE
CategoryC04. Travel, Leisure & Retail (including e-commerce & restaurants)
EntrantLEO 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

Credits

Name Company Position
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

Brief Explanation

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 Brief

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.

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

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

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.