The Campaign

Working with Jakarta-based fashion designer, Era Soekamto, we dug into the rich symbology of Batik. Drawing on three mythical figures that each illustrate a dimension of the creative idea, 'together we are more'. Naga (the dragon) a symbol of Indonesian pride, Garuda (the eagle) a symbol of unity, Kala(god of time) a symbol of eternity. Each woven beautifully into contemporary graphic Batik designs, each linked seamlessly to the other. The three packs perfectly inter-connecting. Together we are more.

Creative Execution

Each of the three packs were painstakingly illustrated in-house in a style that is distinctly Indonesian, while also embracing the vibrant colour and raw modern graphic style that is a part of the new Guinness aesthetic. Alive with culture and colour. Each illustration is an interplay with the iconic new Guinness harp. To validate the chosen batik symbols and illustrations, we created a social media group to act as a sharing platform between the chosen Creative Council made up of a fashion designer, stylist, film maker/influencer, artist and a musician, as well as other partner agencies.

Indication of how successful the outcome was in the market

Significant Market Share Growth: The campaign is proven to be successful as seen by 14% increase in increment value in Market Share, driven by the new modern on trade segment. The on-ground activation was able to deliver 49% Rate of Sales increase in Modern On Trade Channel. Significant Increased in Brand Meaning Score: The Guinness Batik Fridays campaign has put the brand in heart of the occasion and delivered its objective in driving awareness & building meaning. Guinness is now number 1 in brand scores compared to other Guinness markets globally. Significant Growth in Volume (Sales): Overall campaign has contributed to delivering USD 9.1M Net Sales Volume. KPIs: Strategy & Creative: Social/shareable, visually disruptive, heroes the key brand assets, communicate the 'one thing' in a simple & comprehensible way, evokes sense of pride, consistent with brand personalities & consistent with brand platform of Together WeAreMore.

Brand Relevance: Guinness, similar to Batik, has brought Indonesians together for years. They are both authentic, distinctive and thrives on togetherness. Guinness brand purpose of Together We Are More captures the essence of unity in diversity which Batik stands for. They are both relevant to Indonesian consumers who believe that great things are possible when people come together. Target Audience: Creative target market are millennial male beer drinkers (25-30) from urban towns/cities like Jakarta and Bandung. More engaged to international brand and drinks with close group of friends at bars/pubs. Active on social networking sites and values personal and authentic experiences. Approach: Collaborating with an innovation agency and batik expert - fashion designer Era Soekamto, we had a working session to dive deeper into the rich symbology of Batik and how it plays a huge role to Indonesians.