Bodrex: Case study

Credits & Description:

Company Entering : Ogilvy & Mather, Jakarta
Brand : Bodrex
Advertiser : Pt. Tempo Scan Pacific Tbk
Agency : Pt. Wira Pamungkas Pariwara, Jakarta
Chief Creative Officer : Din Sumedi
Creative Director : Wirastomo Hadi
Copywriter : Tala Pamungkas/rey Danaparamita
Art Director : Ichsan Satyagraha
Account Director : Melinda Loyde
Account Executive : Harsya Andika
Film Production Company : Shooting Gallery Asia, Jakarta
Post-production Company : Hogarth Ogilvy, Jakarta
Sound Production Company : Cut 2 Cut, Jakarta
Sound Designer : Indra Hari Mukti
Print Producer : Susy Hasan
English script :
Bodrex traffictainment 1/3 anncr.: the all new 90.9 oz radio, your best friend in jakarta. Hi ozers, it’s time for the traffic update. From around cawang. Reporting to you are our friends, kokom and asep. Take it away kokom and asep. *** (singing in sundanese) good morning ladies and gentlemen (morning my lady!) i’m now reporting the traffic around cawang! (please do!) there is a crazy congestion on the way to pancoran luckily, the traffic to tebet is not so congested. (suprisingly!) in cililitan, however… (what about cililitan?) the traffic is moving so slowly (i love it when we go slow, dear) good news from cipinang! We have smooth traffic there (excellent) on the highway, there’s a heavy congestion all the way to grogol (that’s crazy long!) the same goes for bekasi, as it has always been (just take it easy!) and that’s our traffic update for today, listeners (oh, we’re done?) don’t let the traffic give you headache (just take the medicine) but if the headache already occurs, don’t forget to take bodrex (uhuh!) and win your day (ahay!) if the symptoms persist, please contact your doctor bodrex traffictainment 2/3 anncr.: the all new 90.8 oz radio, your best friend in jakarta. For you, ozers, who is still driving, this is our traffic update from salemba area. Here with me is my partner, dharma. Ready to report it. Over to you, dharma. *** (bell chant) breathe in. Breathe out. Namaste… from carolus junction, this is today’s traffic update… (bell chant) breathe in. Kramat raya towards senen, is pretty smooth breathe out. On the opposite direction, you can proceed without worry (bell chant) breathe in. Meanwhile the roads from carolus to matraman. Breathe out. You can see cars crawling on both sides. (bell chant) breathe in. Clear your thoughts, don’t let the traffic get to your mind. Breathe out. If headache gets in your way, get rid of it with bodrex and win your day! (bell chant) breathe in. If symptoms persist, please contact doctor. Brodrex traffictainment 3/3 anncr.: hi ozers, how’s the traffic condition this morning? Jakarta suara is all ready to give you the report in bundaran h.I. Take it away jakarta suara. *** good morning (morning…) (morning…) good morning (good morning) this is today’s traffic report…. Hey listener, how are you today? Throughout thamrin, we have moderate traffic. There’s no serious congestion. Meanwhile heavy traffic is happening in sudirman from hi, semanggi, all the way to senayan the same goes in the other direction. Please put your safety first. That’s all ladies and gentlemen (ladies…) (gentlemen…) don’t let the traffic get to your head (your head) if the headache occurs, get rid of it with bodrex and win your day! If symptoms persist, please contact doctor
The brief :
As the indonesia’s biggest headache reliever, bodrex wanted to strengthen its presence in every medium, from the conventional channel to the new usage of media. Radio listeners who depend on traffic updates during stressful rush hour traffic is an opportunity to reach out to more consumers.
The strategy :
The daily traffic report has become the most tuned in radio program during rush hour. However, as the traffic never seems to get any better, the much-anticipated traffic reports can also be the cause for a headache itself. Moreover, most of them are delivered in a formal way. Collaborating with oz radio -jakarta’s biggest radio station - we hijacked their daily traffic report and turned it into a calming and entertaining radio program.
The execution/the execution & craft : introducing the traffic-tainment. A traffic report that uses entertainers as our traffic reporters; from traditional sundanese singers, a zen master, to an acapella group. Every day, the latest traffic updates were collected from the traffic police. We then work with the entertainers to produce scripts on the spot and broadcasted them live every morning. Each with their unique style to create a more entertaining version of a traffic update.
The result :
The traffic-tainment spots built a strong association between bodrex and our headache-free promise. We can’t change the jakarta traffic anytime soon, but we can surely change the way people listen to it.