Client: Guinness (Indonesia)
Agency: BBDO Indonesia
Name of campaign: 'Together we are more'
Campaign scope: Digital video, Facebook app, social media, OOH, POS, on-trade activations and promotion.
Details: In Indonesia, Guinness enjoys strong brand equity and significant market share, but is still perceived as a beer for older people. Thus, targeting 21- to 30-year-old urban males and average light buyers who currently think that Guinness is not the brand for them, Diage o launched a limited-edition variant of Guinness Foreign Extra Stout to coincide with the National Batik Day on 2 October.
Celebrating the concept of ‘unity in diversity’’, BBDO Indonesia created a two-minute digital video that showcases vignettes of vastly different regions of the archipelago united by vibrancy of ‘batik’, which is a unique symbol and pride of Indonesia, embraced by both old and young.
Diageo also roped in a popular local street-art-legend Haban Handoko, to create vibrant and bold batik prints to appeal to younger Indonesians. The Facebook app allowed consumers to create and upload their own batik styles.
Client quote: Graham Villiers-Tuthill, marketing and innovation director, Diageo Indonesia:
Guinness is about bringing the best out of people. With all the diversity in Indonesia, Guinness wants to bring out the comradeship regardless of where they’re from or what they do, and BBDO Indonesia successfully tapped into the hearts of young Indonesians to achieve this.
Campaign Asia-Pacific's comments: One of the reasons for the brand's success worldwide, and especially in Asia, has been its ability to tap into the evolving local cultures and develop creative accordingly. While Diageo recently launched a campaign for Guinness in Korea leveraging the brand’s style quotient, in Indonesia the brand went with aligning heritage and modernity.
Indonesian youth culture is evolving faster than ever, buoyed by the exposure that has come through social media. And yet young people are still quite rooted in indigenous traditions and sensibilities. This digital interactive campaign should pique the interest of the target audience. Whether that leads to trial and then brand loyalty, in a demographic segment that is quite fickle, remains to be seen.
Randy Rinaldi: Executive Creative Director
Ario Danar: Creative Director
Axel Widjaja: Creative Group Head
Anantha Adhi: Art Director
Rionasta Achiel: TV Producer
Ezra Nathannael: Strategic Planning Lead
Florian Widjaja: Account Director
Marseliza Faharsya: Account Manager
Director: Ivan Handoyo
Production Company: Rising Phoenix
Executive Producer: Hantioso Wirjadi
Producer: Rheina Kireinasari
DOP: Saipul Bahri
Editor: Fakta Hakim
Graham Villiers-Tuthill: Marketing & Innovation Director – Diageo Indonesia
Pranay Chandra: Senior Brand Manager, Beer Category – Diageo Indonesia