SOPIR KELUARGA
| Title | SOPIR KELUARGA |
| Brand | NISSAN INDONESIA |
| Product / Service | NISSAN ELGRAND |
| Category | D01. Social Video |
| Entrant | BOUNCHE Jakarta, INDONESIA |
| Idea Creation | BOUNCHE Jakarta, INDONESIA |
| Media | BOUNCHE Jakarta, INDONESIA |
Credits
| Name | Company | Position |
|---|---|---|
| Yohanna Permata Sari | Bounche Indonesia | Creative Director |
| Ferdina Mariana | Bounche Indonesia | Art Director |
| William Chandra | Milkyway Studio | Producer |
| Didi Mulyadi Witono | Milkyway Studio | Director |
| Salfero Albert | Milkyway Studio | Director Of Photography |
| R. Anom Prakoso | Milkyway Studio | Sound Design Arrangement |
The Campaign
The theme of the creative concept is "Small Things Matter". In this concept, we portray the hero of the family as the family driver/chauffeur. In Indonesia, all class A/A+ families have their own driver/chauffeur and usually they are witnesses of the many things going on in the family. Therefore, we created the story from the perspective of the driver and how he witnessed disharmony among the family members, and how he wants to make a change so the family is harmonious once again. The moral of the story is that anybody can make a change in this lovely season, even if you’re just a driver/chauffeur because small things matter.
Creative Execution
It took one and a half month for the whole process to take place, from the creative concept up to the finalized video. The campaign ran from 13 - 28 February 2016 targeting the whole nation through the YouTube channel, seeding content on online forums, utilizing celebrities’ channels through the talents, and also maximizing all Nissan Indonesia’s digital assets which are social networks and communities.
The campaign was aimed at Indonesian audiences only. However, the result exceeded expectations and went viral, not just locally but also to regional countries. The total reach and impressions generated from brand channels were not very satisfying, but the numbers generated by anonymous accounts that shared the video across Facebook was fantastic. More than 6M video views were generated during the campaign with 105K positive engagements from brand channels and anonymous accounts.
- We believe that picking the right talents will impact the result. During the preparations, the talents for this video were carefully selected since their popularity could be our key factor in organic distribution. - For media placement, we focused the media budget just on Youtube. During that time, we understood that Youtube is the most visited platform by Indonesian audiences due to the rise of video consumption. - The most successful viral factor is to add supporting strategy by spreading the video in several Facebook communities, celebrity channels and of course all Nissan Indonesia’s social network assets.