The agency, together with local affiliate Roundtable, has been tasked with producing a launch campaign for the body, which will offer training courses and programmes in the market. Its CPA designation programme, which leads to a specific CPA Australia qualification, is offered in several markets around the world, but this will be the organisation's first foray in to Indonesia.
Introducing CPA Australia to a market unfamiliar with the programme is not without its challenges," admits Darius Tang, creative director at M&C Saatchi Hong Kong. He says his team focused on Indonesia's higer penetration rates for online and mobile technology in building the campaign.
"Given the more tech-savvy target group, we needed to employ more experiential marketing and non-traditional media to engage them," he said. "Our local insight was the key to penetrating the market and reaching our target."
The upcoming campaign portrays a successful Indonesian member of CPA Australia and his personal experience making use of the programme to advance his career and become a fully-fledged business leader.
Execution of the integrated campaign has been comprised of print, online banners, on-campus communications, and non-traditional media.
