Tangrams Awards: Essay untuk Mengikuti Awards

(background)

In Indonesia, Ramadhan month is not just the sacred moment for praying and gathering with the family. But, Ramadhan month is also a shopping moment for Muslim Indonesia (as the majority of Indonesian citizen) who will get the holiday allowance. At this moment, Muslim Indonesia will use that allowance to buy new things to celebrate the Eid Mubarak. That’s a big challenge for the brand to attract and win consumer’s share of wallet.

(idea)

In the fighting for winning the “share of wallet”, we are not just attracting attention from the hard promotion, we also use the emotional approach to winning their heart first. Samsung uses a cultural approach because in Indonesia every name of people have meaning. However, the meaning of the name is not the good wish for the owner but to all people around the owner. And Samsung invites the audience to find out the true meaning of their name.

After knowing the true meaning of the name, we hope they will think that their Ramadhan should be meaningful by doing something. So, we will engage them in our main propose. The main propose is to make the audience to see the promotion of Samsung. They will buy the product not just for themselves, but they will buy and share it with the other (people around them) who important to them.

We create an integrated campaign named “Kembali Beri Arti (Giving the Meaning Again)” for making people inspired. The campaign includes Youtube video series, inviting audience for making the personalize poster about their true meaning of the name (so they can amplify that poster in social media).

(result)

As a result, Samsung “Kembali Beri Arti” overtook social conversation with 176 million impressions on Ramadhan period and earned 18.961 total submissions on “Kembali Beri Arti” microsite. The videos on youtube also earned organic views 2.5x from average and lead people more to our microsite with conversion rate 0,9%, 4.7x higher than conversion rate benchmark (0,2%). Furthermore, we increase Samsung market shares by 5.2 points and successfully win consumer’s heart