The company has called a four-way pitch, pitting multinational Grey Worldwide Indonesia against local shops Dwi Sapta, Macs 909 and Avicom Airvertising. Dwi Sapta currently handles the creative for the Daihatsu range.
The brief, according to sources, is to create awareness and demand for a soon-to-launch vehicle — a low-end minibus equipped with high-end features. One source said that the campaign, expected to be “very big” in adspend terms, includes above- and below-the-line duties as well as activation work. Details of the budget were not available.
Results for the pitch will be announced by the end of July. The campaign, as well as the vehicle, is expected to launch in November this year.
According to a spokesman from ADM, Dwi Sapta will continue to work on campaigns for its other accounts.
ADM is a joint-venture between Daihatsu Motors and PT Astra International Tbk. In 2005, the company grabbed a 10 per cent share in Indonesia’s highly competitive automotive market, dominated by Japanese firms.
Car sales hit a record high of more than 533,000 units in 2005, before falling to just over 318,000 units last year. Analysts predict volume may hit 350,000 to 400,000 units this year.
