Gunjan Prasad
Dec 16, 2016

Online retailer brings catwalk to Indonesia's streets

Sale Stock, via MullenLowe Indonesia, launches a campaign to promote easy access to fashion.

MullenLowe Indonesia has launched a branding campaign for Sale Stock, an emerging e-commerce fashion platform.

Themed “Fashion for the rest of us”, the campaign aims to democratize good quality fashion for cost-sensitive women. A television and online campaign that is running on YouTube, Facebook, Line and Instagram is titled “Catwalk Nusantara” ('Nusantara' translates loosely to 'the archipelago' and is a way of referring to Indonesia). The campaign emphasizes the ease of shopping online at Sale Stock.

The brand has within a year of its launch managed to become one of Indonesia's leading online stores, in the same league as Lazada and Tokopedia.

Daniel Siswandi, chief strategy officer, MullenLowe Indonesia:

Sales Stock primarily targets 18-34 year old females who are digital natives and access the internet regularly via their smartphones. They are students, first jobbers, or young professionals who keep up with the latest fashion trends, as being stylish is important to them. However, with limited money to spend on “wants”, they tend to be price-conscious and selective about what to buy. Before Sale Stock came along, the only access young women had to fashion in Indonesia were affordable retail outlets that did not necessarily carry the best quality product or a wide range of styles to choose from.


Executive Creative Director : Afianto Makmun
Creative Director : Ernesto Farre (Boni)
Art Director : Wiwid Kuntjoro
Copy Writer : Tubagus Putera
Group Chief Strategy Officer : Daniel Siswandi
Business Director : Raufi Khaerunisa
Account Servicing Team
Account Director : Putri Mayasari
Account Manager : Gina Marsisia

Related Articles

Just Published

7 hours ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

7 hours ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

7 hours ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

8 hours ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.