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”
