Event Dates and Venue:

Score! Cilandak Town Square, Jakarta (Nov 7, 2009)

The Case:

Mustika Ratu wants to launch BASK, its latest brand of men’s cologne, and gain rapid brand awareness from the target consumers.

The Challenge:

Launch BASK in the most creative and cost-effective way possible as requested by Mustika Ratu.

The Solution:

Devise an integrated on-ground and digital brand activation using a mysteriously enchanting brand ambassador positioned as a tutor to intrigue the target consumers, and then reveal the brand ambassador during a consumer launch event.

The Result:

  • The brand ambassador becomes the most talked-about woman online at the time with 4,992 friends and 9,675 suspended friend invitation in Facebook and more than 155,000 views in Kaskus just within two-weeks time
  • More than 300 consumers attend the launch event with real coverage from newspapers and TV stations
  • The campaign is nominated by Mix Magazine as “The Most Impactful Brand Activation of 2010 – Low Budget High Impact Activation”