Why is this work relevant for Media?

We created a unique media to elevate Clean & Clear Oil Control Film brand and increase engagement with its target audience while at the same time promoting the product and encouraging trial.

Background

Clean & Clear Oil Control Film (OCF) is a product for teen girls that can help absorb excess oil from face skin and can be used easily anytime, anywhere. To effectively promote the product, we need to utilize unique medium that teen girls use everyday. Which is not their phone, because it's already cluttered with a lot of advertising messages from so many brands. So we need to innovate and create a new, unique medium that is still relevant with the target audience and also creates excitement.

Describe the creative idea/insights (30% of vote)

A lot of Indonesian, including teen girls, use GrabBike (online motorcycle service) as their favourite public transportation in their daily activities. But the service has a really big flaw as riding on a motorcycle can expose them to the pollution and heat from the street. This is especially annoying for teen girls because it can make their faces become sticky and shiny from face oil.

Describe the strategy (20% of vote)

The target audience are urban teen girls 10-19 years old. We create an innovative reflective helmet which then used by GrabBike drivers as a unique media to create excitement and engage to our teen girls target audience. The excitement from the unique media then also amplified by using a video uploaded to Clean & Clear social media (Youtube, Instagram, and Facebook).

Describe the execution (20% of vote)

Implementation: Create an innovative reflective helmet to create excitement everytime teen girls use a GrabBike. Media channels and integration: Create a digital video to further elevate the excitement in social media and upload it to Clean & Clear Youtube and Facebook accounts. Timeline: July - September 2018 (3 months) Scale: Innovative helmet created in Indonesia's major cities (Jakarta, Bogor, Tangerang, Bekasi), with nationwide digital amplification.

List the results (30% of vote)

• More than 350 organic photos and videos uploaded to our target audience (teen girls) social media. • Social media engagement 23% higher than industry engagement benchmark. • 94.386.559 combined organic and paid total impressions for the period of the campaign (3 months). • Net Trade Sales grew by +61 vs pre-campaign