LOG

TitleLOG
BrandPT BARCLAY PRODUCTS
Product / ServiceSOS SEREH FLOOR CLEANER
CategoryA01. Fast Moving Consumer Goods
EntrantM&C SAATCHI INDONESIA Jakarta, INDONESIA
Idea Creation M&C SAATCHI INDONESIA Jakarta, INDONESIA
Production M&C SAATCHI INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Dami Sidharta M&C Saatchi Indonesia Executive Creative Director
Yogi Tara M&C Saatchi Indonesia Creative Director
Erlita Putranti M&C Saatchi Indonesia Senior Copywriter
Dhani Pratama M&C Saatchi Indonesia Art Director
Rahmawati Putri M&C Saatchi Indonesia Agency Producer
Heilda Pravitria M&C Saatchi Indonesia Traffic Manager
Dyah Ariani M&C Saatchi Indonesia Account Director
Siti Maryam M&C Saatchi Indonesia Account Executive
Devy Prameswari M&C Saatchi Indonesia Account Manager
Elki Hendria M&C Saatchi Indonesia Planning Director
Laurencia Yoanita M&C Saatchi Indonesia Planner

Write a short summary of what happens in the radio or audio execution or campaign.

This radio campaign highlights the efficacy of the product by spoofing the log entry from an expedition in alien territory. This execution enabled us to depict the situation in the life of the insects as our product repel them away from the house.

Translation. Provide a full English translation of any audio.

February 17th At last, we’ve set foot in the promised land. 20 colonies feels meagre in this huge place. February 22nd The climate suits our needs, and food sources abound. As predicted, this could be our new home. February 25th We’ve made contact with native species. The interaction ended badly. February 28th Certain areas experienced geological changes. Laboratory tests found a new substance that might be toxic for us. All transport routes are compromised. The colonies are scattered all over. Native species keep pressing us. It appears that the toxic substance is a part of their defense system. We’re aborting the mission and evacuating the colonies. We should’ve never set foot in this house. S.O.S Lemongrass Floor Cleaner. Shiny floor, cockroaches out of the door.

Cultural / Context information for the jury

Insects are a prominent threat to the wellbeing of Indonesian households. Especially when it comes to mosquitoes and cockroaches, two notorious insects that are known for bringing diseases with them. Currently, there's a growing trend towards using lemongrass as a natural repellent against insects, specifically the two mentioned above. And S.O.S is the first floor cleaner product that uses lemongrass as a variant with the added value of repelling insect. Furthermore, in Indonesia, lemongrass is used in a lot of insect repellent products so mothers associate it with increased efficacy.