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Pond's Dewy Rose Mencoba Membuat Wanita Jatuh Cinta Lagi

ponds dewy rose

Tak banyak brand di Indonesia yang memanfaatkan media luar ruang untuk mendapatkan interaksi langsung dengan target market. Brand biasanya hanya memasang billboard atau print ad. Begitupula dalam hal sampling, brand biasanya menggunakan metode tradisional daripada mengeluarkan dana untuk menjadikan product sampling jadi lebih menyenangkan. Dan Pond’s Indonesia mencoba menggabungkan interaksi dengan sampling melalui digital interactive display.
Beberapa wanita melewati OOH interactive di sebuah mall. Dengan pertanyaan “Kapan terakhir jatuh cinta?”, Pond’s ingin mengingatkan kembali bahwa wanita itu layak dicintai. Setelah beberapa pertanyaan, mereka akan mendapatkan kejutan dari orang yang disangka-sangka.
 

 
Kegiatan ini dilakukan di salah satu mall di Jakarta dalam rangka memperkenalkan varian terbaru Pond’s Dewy Rose Gel.
 
Agency: Arcade Indonesia

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Nescafé Mashup World Yang Lively dan Cool

Instalasi instagramable yang sayang untuk dilewatkan.

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Kopi, si hitam yang tak pernah lepas dari kehidupan sehari-hari masyarakat Indonesia. Entah berapa kali dalam sehari, kita menyesap aroma kopi. Beberapa tahun ini, kedai kopi seakan menjamur di kota-kota di Indonesia. Cara penyajiannya juga bervariasi. Mulai dari Coffe-To-Go sampai kopi dingin dalam bentuk Ready To Drink.

Tak bisa dipungkiri kalau pasar RTD (Ready to Drink) kopi ini cukup mengagumkan. Dengan alasan lebih ringkas, RTD menjadi idola baru bagi para millennials dalam menikmati kopi. Menurut catatan Nielsen, belanja iklan kopi dan teh pada Q3 2018 tumbuh 4%, dengan total mencapai Rp 1,4 triliun.

Ketatnya persaingan dan masih terbukanya ceruk pasar RTD membuat Nescafé sebagai salah satu perusahaan penghasil minuman kopi dalam kemasan menghadirkan inovasi baru rasa kopi: NESCAFÉ Lively Yuzu dan Cool Coconut.

Menurut Business Executive Officer Ready to Drink Business Nestle Indonesia Welih Sutidjan, NESCAFÉ Lively Yuzu dan Cool Coconut terinspirasi dari konsep milenial masa kini, yaitu mashup.

“Mashup adalah perpaduan dua dunia yang berbeda yang menghasilkan suatu karya menarik, seru, dan penuh kejutan. Kami berharap minuman ini semakin memperkuat posisi NESCAFÉ sebagai minuman kopi siap minum yang dekat dengan anak muda,” imbuhnya.

Mashup World, Serunya Dunia Baru

Bertepatan dengan peluncuran kedua varian Lively Yuzu dan Cool Coconut, NESCAFÉ juga membangun sebuah instalasi yang terletak di bilangan Sarinah. Bangunan berukuran 200m2 ini dihadirkan untuk masyarakat agar bisa menjelajahi dunia baru bernama NESCAFÉ MASHUP WORLD.

Instalasi ini memamerkan karya inspiratif hasil kolaborasi anak-anak muda berbakat dari dunia yang berbeda. Ada Naufal Abshar (pelukis) yang dipasangkan dengan Skinny Indonesian24 (content creator), serta Kallula (penyanyi) berkolaborasi dengan Ardy Arsyudio (animator). Semuanya serba instagramable. Sesuai dengan target pasar yang dituju.

Instalasi Naufal Abshar X Skinny Indonesian24
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Mashup World ini dibagi menjadi beberapa ruangan sesuai dengan produk yang diluncurkan yaitu Lively dan Cool. Di dunia Cool ada beragam spot yang sayang sekali untuk dilewatkan seperti “Beach” yang menyerupai pantai dan video mapping yang menjadi favorit pengunjung.

Di sisi lainnya ada Lively. Sesuai dengan namanya, spot disini lebih vibrant dan meriah. Warna kuning terlihat cukup menonjol. Pengunjung bisa memilih berswafoto sembari memainkan silent disco atau berpose di area kopi dan yuzu yang tergantung dengan cantik.

Lively Yuzu
Kami mencoba berpose di antar kopi dan yuzu

Di antara kedua dunia tersebut, terdapat sebuah ruangan gelap dengan satu sumber cahaya di dalam silinder yang berputar dan menghasilkan suara seperti grinder kopi. Di sini seperti menunjukkan bahwa kopi adalah penghubung dua kolaborasi Cool dan Lively.

Setelah puas berfoto, pengunjung bisa mencoba permainan ketangkasan untuk mendapatkan sampling produk. Pengunjung diharuskan mengisi sebuah form termasuk akun instagram mereka.

Nescafé juga menyediakan vending machine yang terletak dekat pintu masuk. Tinggal pencet tombol varian apa yang disuka, sekotak Nescafé Lively Yuzu atau Cool Coconut bisa dinikmati.

Dengan MASHUP WORLD, Nescafé ingin menunjukkan bahwa semangat positif dalam kolaborasi yang bisa membuat dunia lebih seru seperti kedua varian baru mereka. Yuk #cobainserunyaduniabaru

NESCAFÉ MASHUP WORLD dibuka secara gratis mulai tanggal 31 Maret sampai 7 April 2019 di Sarinah, Jakarta Pusat dari buka Senin – Sabtu pukul 11.00 – 22.00 WIB, dan hari Minggu, pukul 08.00 – 21.00 WIB.

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Bagaimana Brand Merayakan Hari Ibu?

Tanggal 22 Desember adalah hari dimana semua brand terutama FMCG dengan target market ibu-ibu atau wanita berlomba meraih simpati melalui kampanye di digital. Lalu Bagaimana Brand Merayakan Hari Ibu? Berikut beberapa video yang kami rangkum.

HIT – InspirasiIbu


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Tokopedia – Karena Ibu


 

Nissan – Mama Mau Cerita


 
Salah satu favorit, sedikit terinspirasi dengan mengubah cerita dari kisah ayah dan anaknya di iklan Petronas Hari Raya karya Yasmin Ahmad. Tak seperti iklan lainnya yang mengharapkan air mata, kisah ini justru mengundang tawa karena sangat rekat dengan kehidupan sehari-hari. Great job, Nissan.
 

Go-Jek : Kejutan Hari Ibu 


Memberi kejutan di hari ibu bagi stakeholder? Kenapa tidak. Go-jek memberikan apresiasi untuk driver wanita bernama Ibu Mutia dengan hadiah go-food.
 

Ponds – Mari Rayakan #EkspresiCintaIbu


Tidak biasanya, Unilever untuk tahun ini hampir dibilang absen dalam membuat video untuk hari ibu. Tercatat hanya Pond’s yang kebetulan sedang melakukan kampanye digital dengan tajuk Mari Rayakan #EkspresiCintaIbu. Sayangnya video ini hanya terkesan seperti apa adanya.
 

Nestlé Indonesia  – Beda Masa, Cinta Ibu Selalu Sama – #KarenaBunda


Seperti HIT, ini juga merupakan versi panjang dari TVC. Bercerita tentang hubungan nenek dan cucu. Tidak langsung mengucapkan selamat hari ibu tetapi ingin membuktikan bahwa kasih ibu itu sama meskipun berbeda masa.
 

OPPO – Sudahkah Luangkan Waktu #SejenakBersamaIbu Hari Ini?


Dayu Wijanto sepertinya jadi idola untuk tahun ini. Aktris ini membintangi dua video hari untuk Ibu. Sekilas video ini mirip seperti Nissan dimana Ibu bawel menjadi dasar cerita. Namun Oppo kali membenamkan fitur handphone mereka ke dalam cerita.
 

OLX – Ibu Tahu

https://www.youtube.com/watch?v=vWdFrbSWM88
Punya saudara pelit? Atau bawel? Sang Ibu justu melihat dari sisi yang berbeda.
 

AIA – Untuk Ibu Tercinta


 
Messenger seperti whatsapp sudah menjadi kebutuhan sehari-hari. Video ini menceritakan bagaimana komunikasi terhadap ibu yang seharusnya lebih dekat, menjadi sesuatu yang kadang mengganggu hingga selalu ada alasan untuk tidak  bertemu. AIA berusaha menyadarkan dengan #RealCareNeverStops
 

Telkomsel – #MenjadiYangTerbaik Bagi Ibu


Selain video Go-Jek, Telkomsel juga membuat video tentang bagaimana teknologi membantu Ibu Natali yang menjadi pengemudi taksi online. Video ini satu-satunya dari perusahaan operator selular yang ikut memperingati hari ibu.
 
 

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Keren! Last Minute Souvenir Angkasa Pura II Ubah Recehan Jadi Souvenir Cantik.

Membawa apa dari liburan di luar negeri? Pertanyaan ini mungkin sering mengganggu beberapa orang. Tak hanya itu, sisa uang yang belum habis terutama koin yang tak berguna juga menjadi problem tersendiri.

Angkasa Pura Indonesia, pengelola bandara di seluruh Indonesia, memutuskan untuk menggabungkan dua permasalahan di atas menjadi sebuah solusi tepat disebut “Last Minute Souvenir.”

Untuk menandai ulang tahunnya 31 Agustus lalu, Angkasa Pura – bekerja sama dengan Dewan Pariwisata Indonesia meluncurkan rangkaian amplop dengan ilustrasi indah untuk merayakan cerita dari desain belakang koin Indonesia. Wisatawan yang melewati Bandara Jakarta bisa mengambil amplop secara gratis dan menyelipkan koin di dalamnya. Tentu saja hal ini mengubah koin sisa yang tidak berguna menjadi souvenir yang indah dan  informatif.
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Ada  empat rangkaian desain yang dikeluarkan. Seperti untuk koin 500 rupiah yang menceritakan kisah Melati sebagai bunga Nasional. Tiga desain lainnya adalah tentang angklung, alat musik tradisional yang terinspirasi Dewi Sri untuk menari sepanjang malam; dan dua burung asli Indonesia yaitu Jalak Bali dan Kakaktua Raja.

Dengan desain lipat berukuran 6 cm x 6 cm, amplop kecil ini tidak hanya cantik, tapi ringan dan mudah dibawa.  Dan ribuan “Last Minute Souvenir” diberikan secara gratis di Bandara Jakarta selama sebulan.

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“Ketika wisatawan memberikan ini ke teman-teman atau keluarga mereka, kami berharap itu akan memacu mereka untuk juga datang ke Indonesia.” Kata Eka Maria, Wakil Presiden layanan bandara.

Kampanye ini menarik perhatian Triawan Munaf, Kepala Badan Indonesia untuk Ekonomi Kreatif, yang mengatakan setelah peluncuran kampanye: “Last Minute Souvenir tidak hanya membuat  koin yang tidak terpakai menjadi berguna, tetapi juga meninggalkan kesan yang berarti.”

J. Walter Thompson Jakarta adalah Creative di balik kampanye “Last Minute Souvenir” ini.

“Kami percaya ide sederhana bisa menggerakkan orang-orang dan memicu respon positif. Dan kami yakin bahwa ‘Last Minute Souvenir‘ dapat membantu mempromosikan pariwisata Indonesia dalam bentuk paling sederhana. “, Kata Leonard Wiguna, Creative Director J. Walter Thompson Jakarta.

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