Company: IndoPacific Edelman
Company Description: Edelman in Indonesia, member of Edelman Worldwide, is Indonesia’s largest PR firm with over 100 employees offering corporate communications, public affairs, crisis management, and consumer PR. In the past six years, Edelman in Indonesia has won IPRA Frontline Award, Stevie Award, Cakram Award as Indonesia’s PR Agency of The Year, PR Week Award, and Indonesian IPRA Award.
Nomination Category: Video & Film Categories
Nomination Sub Category: P.R.: Technology
Nomination Title: Taiwan Excellence Cinema Ad 2010 for TAITRA Indonesia
Date this production was first released/publicly viewed:
Taiwan has several world leading ICT brands including Acer, Asus, BenQ, Trend Micro, D Link, and HTC among others. While these brands are part of day to day life of consumers in Indonesia, most consumers are not aware of these brands as Taiwanese.
Taiwan Ministry of Economic Affairs (MOEA) and coordinated on their behalf by Taiwan External Trade Development Council (TAITRA) Indonesia, launched its Taiwan Excellence campaign in Indonesia to build the awareness and good image of Taiwan’s ICT industry and brands. The goal was to educate consumers in Indonesia that some of the best quality consumer technology brands they use in day to day life come from Taiwan. A total of 19 Taiwan ICT brands joined the campaign.
To meet these goals, IndoPacific Edelman created an Integrated Marketing Communications campaign for TAITRA Indonesia. Building the campaign completely from scratch, IndoPacific Edelman created a digital led campaign supported by traditional media and direct to consumer activities. IndoPacific Edelman’s Technology, Digital, Events and Creative teams collaborated to develop and implement the plan from May- November 2010.
TAITRA wanted TV coverage in its campaign but the total budget did not allow it. IndoPacific Edelman instead recommended creating of a cinema ad to reach a captive audience which highlighted the key messages.
Considering how many Taiwan ICT Brands surrounded consumers in Indonesia without them being aware of them as Taiwanese, IndoPacific Edelman proposed the concept of “A Day in Your Life Touched by Taiwan Technology”. IndoPacific Edelman had appointed a celebrity endorser for the Taiwan Excellence campaign in Indonesia, noted VJ and actress Cathy Sharon. The team proposed to use her in the cinema film. Since there were 19 brands as part of the campaign it was not possible to include all. In discussion with the client, IndoPacific Edelman proposed using the top 10-11 brands.
IndoPacific Edelman collaborated with Cerahati production house to produce the 60 second ad.; A detailed storyboard was created which incorporated Cathy’s presence together with highlighting the key brands to showcase the message of ‘Taiwan brands all around you’.
The client was involved at all stages of the campaign including finalizing the concept, location, choice of talent and look and feel. The ad was screened at cinema chain, Blitz Megaplex for 12 weeks and also utilized online to create buzz about the campaign. It was very highly appreciated by TAITRA and was also screened by TAITRA India on AXN and movie theaters in India.
As planned, the short movie was then screened in Taiwan Excellence website, Taiwan Excellence mall events and in Blitzmegaplex and XXI, two biggest movie theaters in Jakarta, reaching 217,368 total viewers. Online views were 2,396 on the Taiwan Excellence YouTube channel and it was also extensively viewed on the Taiwan Excellence website.
Briefly describe this entry's communications objectives and how it met those objectives (up to 100 words). If your video is online, include here its web address, full-path, enclosed in square brackets - for example, [http://www.webaddress.com/video.html]:
Provide the applicable creative and production credits for this entry:
Rachna Sharma, Client Leader has set up IPE’s technology practice, building it into Indonesia’s only specialist technology PR practice with clients including Intel, Oracle, Hutchison Telecom, Juniper Networks and Acer.
Kristy Nelwan, Client Co-owner is a published writer and provides communication counsel to her clients MEC Coal, Taiwan Trade Centre and Sahid Jaya Hotels.
Renny Rengganis, Client Co-owner assists clients like Intel, Oracle, O2, Lenovo, Hutchison, ZTE, Acer and Juniper Networks.
Titi Suwondo, Manager Creative’s role is to produce various marketing tools, ranging from print materials to multimedia production. Her clients include World Gold Council, Danareksa, BNI, Aneka Tambang, BCA.