LAST MINUTE SOUVENIR

Bronze Spike

Case Film

Presentation Image

TitleLAST MINUTE SOUVENIR
BrandPT. ANGKASA PURA II
Product / ServiceSERVICE
CategoryE04. Other Packaging
EntrantJ. WALTER THOMPSON JAKARTA, INDONESIA
Idea Creation J. WALTER THOMPSON JAKARTA, INDONESIA
Production J. WALTER THOMPSON JAKARTA, INDONESIA
Contributing DIGITALACTIVE PRODUCTION Jakarta, INDONESIA
Contributing 2 PT. CAHAYA 2 CREATIVE Jakarta, INDONESIA
Contributing 3 VOREVA VILM Bandung, INDONESIA
Contributing 4 FABULA Jakarta, INDONESIA

Credits

Name Company Position
Chandra Suteja J. Walter Thompson Jakarta Copywriter
Ivan Hadywibowo J. Walter Thompson Jakarta Chief Creative Officer
Leonard Wiguna J. Walter Thompson Jakarta Executive Creative Director
Erwin Santoso J. Walter Thompson Jakarta Creative Group Head
Sandila Ekaputri J. Walter Thompson Jakarta Strategic Manager
Yutha Oktavina J. Walter Thompson Jakarta Executive Producer
Budi Mulianto J. Walter Thompson Jakarta Agency Producer
Daniel Siswandi J. Walter Thompson Jakarta Strategic Director
Reza Fitriano J. Walter Thompson Jakarta Account Director
Rasus Subarkah J. Walter Thompson Jakarta Account Manager
Shinta Prasetyo J. Walter Thompson Jakarta Head Graphic Design
Sigit Maryuwanto J. Walter Thompson Jakarta Art Director
Novia Achmadi J. Walter Thompson Jakarta Graphic Designer
Alexandra Hastono J. Walter Thompson Jakarta Account Executive
Utomo Rahardjo Digital Active Photographer'
Mayumi Haryoto Fabula Illustrator
Resatio Adi Putra Digital Active Illustrator
Shelly Lie J. Walter Thompson Jakarta Producer
Richard Mutter Vorevavilm Editor

The Campaign

We promote the beauty of Indonesia through a series of crafted packaging that can turn unused coins into a memorable souvenir.

Creative Execution

Last-Minute Souvenir brings to life these stories through detailed illustrations. Each illustration then crafted into a series of packaging that’s specially designed to feature the coin. Tourist can easily insert their unused coin into the packaging and instantly it becomes a memorable souvenir.

Indication of how successful the outcome was in the market

Last-Minute Souvenir transformed unused coins into a memorable souvenir, helping thousands of foreign tourists to get free souvenirs for their loved ones. At the same time, it also promoted Indonesia’s tourism in an unconventional way. Due to overwhelming response, a rerun was ordered just within one week. This positive sentiment quickly spread from social media to Government. Angkasa Pura along with Indonesia Creative Ministry and Indonesia’s board tourism announced Last-Minute Souvenir would be displayed at the biggest terminal at Soekarno-Hatta International airport in 2017. This limited budget campaign managed to give big impact, key results: more than 40 thousands packaging were picked up in three weeks, approximately 18 million rupiah unused coins turned into beautiful souvenirs, 15 thousands direct social interactions, Indonesia Tourism Ministry reported number of foreign tourists to Indonesia in 2015 were increased 8,3%.

5.33 millions of overseas tourists visit Indonesia each year. They bring back not only unforgettable memories but also unused coins. The coins are usually forgotten, wasted or thrown away. They didn’t realize each coin has a unique story about the culture of Indonesia.