I D E A F I R S T HANDOKO HENDROYONO. IDEA, IDEA, IDEA (forget format)

Presentasi berjudul: "I D E A F I R S T HANDOKO HENDROYONO. IDEA, IDEA, IDEA (forget format)"— Transcript presentasi:

1 I D E A F I R S T HANDOKO HENDROYONO

2 IDEA, IDEA, IDEA (forget format)

3 MIND OPENER

4 SOLUTION

5 BEING FRESH

6 ENTERTAINING VALUE

7 LET’S HAVE AN INTERCOURSE, RIGHT NOW!

8 NO JOB IS TOO SMALL.

9 OUR PASSION MAKES IT BIG.

10 HOW FAR WE CAN STRECH IT? THIS FAR…

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13 CREATIVE ENERGY

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15 THINK BIG. BE AGILE.

16 WHAT IS ADVERTISING?

17 Era Mass Media telah lewat. Jaman ketika sebuah produk dilempar ke pasar melalui iklan TV yang dibombardir besar-besaran. Hari ini, cara berkomunikasi seperti ini tak lagi bertaji. Bukan berarti iklan TV tak efektif lagi, namun kultur konsumenlah yang menjadi acuan dalam menciptakan koneksi dan juga experience antara produk dan audiencenya. SELAMAT TINGGAL ERA 80’

18 PRO DUC T BUATLAH SEMUA PERHATIAN TERTUJU DISINI PRODUCT PACKAGING DISTRIBUTION/CHANNEL ADVERTISING Because the most powerful Brand experiences & connections begin with the PRODUCT Alex Bogusky and John Winsor “ “ Coba perhatikan ilustrasi diatas; Packaging adalah medium, Channel adalah medium. Adalah fakta di kota-kota besar di Indonesia, Mall atau Pusat Perbelanjaan adalah pusat pertemuan budaya yang menjadi pusat kegiatan masyarakat.

19 J.CO PASSPORT FOR SINGAPORE LAUNCH THE PRESS ON QUICK SHOPPING & QUICK COOKING OXFAM – RAISING HER VOICE

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31 THE COURAGE TO FACE CHANGES

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33 FROM ADVERTISING AGENCY TO CREATIVE/MARKETING CONSULTANT

34 FROM AD MAKER TO SOLUTION PROVIDER

35 INTERRUPTION

36 e X ENGAGEMENT INTERRUPTION

37 BELOW ?/

38 /ABOVE ?

39 ST ORY

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41 Start with Packaging… Research findings show that first impression COUNTS. Therefore Packaging is a medium for us to tell our story. Come to think of it: everything is medium Then again, anything can be medium

42 DO RESEARCH :

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45 Mari kita berpikir logis? Mampukah sebuah PRINT AD bisa menciptakan “magic” untuk menggerakkan audience di jaman yang penuh sesak ini. Berpikir Program adalah sebuah keharusan untuk menciptakan CONNECTION. Iklan hanyalah Awareness, Program lebih intens dari itu. Kalau kita berpikir Program tentunya kita berpikir Engagement dimana kedekatan antara produk dan konsumen menjadi lebih intim. AN AD HEADLINEHEREHEADLINEHEREHEADLINEHEREHEADLINE LOGOHERE THINK PROGRAM NOT

46 EXPLORING

47 INSIGHTS TOPLINE FINDING: GIVING A HELPING HAND [ Housewives, 25-34, C SES ] Keinginan membantu itu tidak melihat kelas sosial. Membantu itu bisa dalam bentuk macam-macam. Membantu dengan cara membeli (barang) merupakan konsep yang diterima dan tidak dipandang kurang nilainya dalam “membantu” itu sendiri Bahkan pada saat susah pun, orang tetap akan membantu.

48 IDEA STORY = LABEL

49 TVC LAUNCH

50 PRINT – LAUNCH & PROGRESS

51 POS – GENERAL TRADE

52 TVC PROGRESS PRESS CONFERENCE & ADVERTORIAL

53 ONLINE

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55 PHOTO EXHIBITION

56 REPORT CAMPAIGN: TV, PRINT, OOH, MICROSITE

57 PRINT

58 MICROSITE

59 OUT OF HOME

60 AWARENESS OF SUS PROGRAM Consumers recognize the SUS 2008 program (high spontaneous recall of post-program ads) and perceive it as a good program for Aqua to show that it cares about the needy of Indonesia. Gives Aqua a caring image. Majority of the respondents were not aware that the 2008 SUS program was carried out at NTT. Most felt the program had been done somewhere in remote Eastern Indonesia: Maluku, Ambon or Papua.

61 Start with Packaging… Research findings show that first impression COUNTS. Therefore Packaging is a medium for us to tell our story. Come to think of it: everything is medium Then again, anything can be medium

62 THINK PROGRAM NOT AD.

63 CREATIVE PALLETTE

64 NEWS FILLERS INTERNAL CAMPAIGN MEDIA OUTREACH PRINT/ POSTERS TVC MODERN TRADE TRADITIONAL TRADE CULTURAL EVENT/EXHIBITION BILLBOARD PACKAGING SOCIAL MEDIA/ONLINE

65 NEWS FILLERS INTERNAL CAMPAIGN MEDIA OUTREACH PRINT/ POSTERS TVC MODERN TRADE TRADITIONAL TRADE CULTURAL EVENT/EXHIBITION BILLBOARD PACKAGING SOCIAL MEDIA/ONLINE MEDIA NEUTRAL : OUR WAY OF WORK PEOPLE INSIGHT ENGAGEMENT IDEAS INFLUENCE & ADVOCACY Interruption (Monologue) Permission (Dialogue)