Event Dates and Venue:
Score! Cilandak Town Square, Jakarta (Nov 7, 2009)
Mustika Ratu wants to launch BASK, its latest brand of men’s cologne, and gain rapid brand awareness from the target consumers.
Launch BASK in the most creative and cost-effective way possible as requested by Mustika Ratu.
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 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”