Category: Titanium and Integrated
Advertiser: KAPAL API
Product/Service: KAPAL API COFFEE
Agency: DENTSU STRAT
President Director: Janoe Arijanto (Dentsu Strat)
Group Head Account Director: Heru Susanto (Dentsu Strat)
Executive Creative Director: Shafiq Muljanto (Dentsu Strat)
Associate Creative Director: Ahmad Mulyanegara (Dentsu Strat)
Account Manager: Tania Pramesti (Dentsu Strat)
Copywriter: Salim (Dentsu Strat)
Art Director: Randi Destriadi (Dentsu Strat)
Account Executive: Fino Kiki Mengko (Dentsu Strat)
Marketing/Business Development Director: Sabrina Kharisanti (Kapal Api Global)
Marketing Director: Ginawati Wibowo (Kapal Api Global)
General Marketing Manager: Soegiono (Santos Jaya Abadi)
Group Head Brand Manager: Kushardi Wangsadidjaja (Santos Jaya Abadi)
Brand Manager: Purnomo Wijaya (Santos Jaya Abadi)
Brand Executive: Victor Setiajie (Santos Jaya Abadi)
Executive Producer: Edwin (Velocity)
Film Director: Dimas Djayadiningrat (Velocity)
Producer: Tania Hudoro (Velocity)
Head Producer: Conny Miranda (Dentsu Strat)
Media placement: TV Commercial - RCTI, Metro TV, Sctv, Trans Tv, Trans7, Indosiar, Tvone - 12 October-November 2012
Media placement: Billboard - Tanah Abang - 12 October-November 2012
Media placement: Radio - Jak Radio, Hard Rock, Suara Sruabaya, Gen Fm Surabaya - 16-19 October 2012
Media placement: Activation - Jakarta, Bandung, Surabaya - 17-19 October 2012
Media placement: Video Activation - Rcti, Metro Tv, Sctv, Trans Tv, Trans7, Indosiar - 24-30 October 2012
Media placement: Digital Microsite - www.secangkirsemangat.com - 17 October 2012-December 2012
Media placement: Cinema - 21cineplex, Blitzmegaplex - 12-19 Oktober
Describe the campaign/entry
In the year of 2011, a financial crisis took place almost all over the world. However, our country, Indonesia, stood strong, conditions were relatively good, but most Indonesians were affected; they still lived in poverty and lost the will to reach for the future.
Kapal Api stood up to this reality; we couldn't guarantee their future, but we could give them the spirit to carry on. We encouraged them to do their best, to move forward, to never give up on life.
Furthermore, we invited all Indonesians to participate in solving one of the biggest problems in Indonesia's education: the lack of school books.
Describe how the campaign/entry was launched across each channel in the order of implementation
We created TV & radio commercials, print-ads and also below-the-line activities to spread the message of 'the 'spirit to uplift Indonesia'. We motivated Indonesians to keep moving forward; we reminded them that we all had a strength to tackle every kind of problem in life.
Then we created a digital activity to invite all Indonesians to participate in donating school books. They were asked to spread their own message for uplifting Indonesia via Twitter and our website, www.secangkirsemangat.com, where 1 message meant 2 books donated to schools in Indonesia's remote areas.
Give some idea of how successful this campaign/entry was with both client and consumer
We aimed to receive 5.000 messages, but then it turned out that in just 9 days we had received over 5,000 messages. Then within 23 days, we received 10,000 messages (which means 20,000 books donated by Kapal Api), over twice the targeted number.
As for the brand, Kapal Api accomplished a great market achievement by increasing the level of brand popularity; and of course it drove Kapal Api's market sales.