|AGE SUIT - THE FALLEN DRUMMER
|FONTERRA BRANDS INDONESIA. PT
|Product / Service
|FCB INDONESIA Jakarta, INDONESIA
|FCB INDONESIA Jakarta, INDONESIA
|COGNITO COMMUNICATIONS COUNSELLORS Jakarta, INDONESIA
|Executive Creative Director
|Senior Art Director
|Creative Group Head
|Head of Digital
|Social Media Executive
Given the task was of evoking brand interest amongst a younger audience, the key creative challenge was drive realization of how ageing would limit their freedom of movement and thereby limit their ability to live life to the fullest. To drive the realization, we partnered with GERT (Germany) to create a customized Age Suit, which simulated how bones, joints and muscles age over a period of time. An experiment where an Indonesia's celebrity drummer Titi Rajo falls and fails in her performance while wearing the Age suit, demonstrated the need to adopt Anlene early, for continued freedom of movement.
Instead of a conventional launch, we introduced a shorter unbranded (leak) video, where a celebrity drummer failed Age suit challenge. She falls down in her live performance since she was wearing the suit. This was posted on Instagram account of a popular gossip channel followed by a number young woman. This video attracted troll, fans that led to a high digital conversation and was picked up by media and publications. The reason of her fall, the full experimental video explaining the thought was revealed in a press conference and on Youtube and Facebook which co-coincided with Women's day where Anlene created the awareness of healthy ageing. Followed by a series of on ground activation where ordinary women were challenged with the Age suit made aware of the brand benefit of youthful healthy ageing. Google search result of the drummer falling was also high.
* Only within the first quarter of the campaign launch in March '17, the sales has grown by 5.7% * Purchase consideration has jumped by over 10% points especially in the under 35-age group * Penetration has recorded a significant jump of 18% * In terms of earned media - the campaign generated over IDR 2.4 billion in value
Research: 8 out 10 Indonesian women do not believe in exercise, which is an indicator of future ailments that could affect them. Anlene, prides itself as a champion of health and wellness of Indonesian women, wanted to create awareness which help break this inertia and help bring forward its platform of freedom of movement. The failing cum falling of a celebrity drummer on social media, which attracted troll, fans and media. Then the reveal of her fall in a press conference and the launch of an experimental video on social media attracted media again. Overall resulting into good PR buzz.
Instead of a conventional PR annoucement of a new campaign and launch, we chose to build curiosity by being present in the media our TG was consuming. Gossip channels and celebrity related information has high shareability and interest. Using influencers who are known for sensationalism, we planted a ‘sting’ like unbranded video through social channels, which featured our celebrity drummer failing. Using this as a PR piece, we started a negative conversation online, speculating at possible reasons for the celebrity failure, which later became organic. Using leading online publications like Detik and Liputan, this news was later picked up by mainstream channels and helped build speculation. The reveal of the campaign sponsored teaser only happened at a widely attended Press conference where Anlene unveiled the new product which helped Youthful ageing.