CategoryA02. Applied Innovation
Idea Creation MINDSHARE Jakarta, INDONESIA
Media Placement MINDSHARE Jakarta, INDONESIA


Name Company Position
Abhishek Mrinmai Mindshare Indonesia Partner – Client Leadership
Mugi Lestari Mindshare Indonesia Connection Planner
Debi Kurniawan Mindshare Indonesia Digital Operation
Edy Irawan Mindshare Indonesia TV Specialist
Regina Prisilia Google Indonesia Partner
Robert From Google Indonesia Partner

The Campaign

The Idea started with the hypothesis that for digital savvy millenials, some TV exposure can be replaced with online video, as their digital consumption continues to grow. In order to realise our objective, we created a three-pronged media stratgey for connecting differently with this target audience, 1. Replace 150 TV GRPs to Online Video on smartphone 2. Use the same video ad as the creative across TV as well as mobile 3. Mesaure the a. Reach – incremental as well as duplication b. Brand impact of the multiscreen plan Currently, there is an industry-limitation to measure TV and online exposures using the same technology and metrics. We, therefore brought in a new technology to measure the campaign-reach using a sound-matching app – an audio content recogniser that helped us check whether our audiences using smartphone were getting exposed to TV or to Online Video on their mobile-phones, both or none.

Creative Execution

Our over 22 million Indonesian male millenial are entertainment-savvy and are spending close to 40 minutes per session watching online videos, majorly through their smartphones. This audeince is also spending about 10% less time watching TV compared to last year. Therefore, delivering this communication through a combination of TV and mobile videos became imperative to drive incremetal reach. Audience data simulation told us that running a TV plus mobile video campaign would help us deliver upto 4% incremental reach. We put an audio content recognition study, a first of its kind technology and measurement used in the APAC region to measure cross media exposure and reach using actual-beahavioural-signals rather than claimed responses alone. This technology was enabled through an app, sitting on a smartphone that recognises sound signals from TV ads (upto 6ft away from the televsion) and online-video-ads delivered on the phone and measures the cross exposure.

The campaign architecture focused on distributing assets across three channles – TV, online video and display ensuring complete coverage of the campaign period with TV and online video simultaneously. On the measurement part a panel of 1400 respondents were chosen, based on respondent and quality check criteria – with 400 respondents for pre period and control and 1000 respondents for the during the campaign period. While all the behavioural metrics were captured using the mobile metered panel across the 1000 respondents,all the claimed resonses on brand impact were colleceted across the same metrered mobile. With the combination of TV and Online Video, the campaign delivered an incremental reach of 7% across the male milllenial audience. The TV plus Online Videos delivered an incremental brand awareness of 3.4% ( 100% higher than the benchmark across South East Asia for a cross media campaign).

Rexona wanted to use Online Video to seemlessly extend TV reach and create a robust multiscreen strategy for the campaign – a first across markets in the South East Asia. But without a single consumer panel for TV and online, we had to use new sound matching techology to link TV to mobile screen.