Background

Mastercard partnered with MRT Jakarta to transform Senayan station into an immersive brand experience, leveraging Sonic branding and lifestyle visuals to elevate brand awareness. The goal was to create a meaningful emotional connection with commuters while reinforcing Mastercard’s "Priceless" positioning in an innovative way.

Challenge

Mastercard faced significant challenges:

• Technical Barriers: Sonic branding at the fare gates was not feasible due to infrastructure limitations.

• Crowded Branding: As the seventh brand to acquire MRT station naming rights, Mastercard needed to differentiate itself from prior station brand activations.

• Commuter Fatigue: Repetitive station advertising left commuters desensitized, requiring a fresh and engaging approach.

Creative Solution

Mastercard overcame these hurdles with a multi-sensory campaign:

• Sonic Branding as a Creative Device: Mastercard integrated its Sonic branding into station announcements, ensuring a memorable auditory experience that aligned with commuter routines and brought its signature sound to life.

• Lifestyle Visuals: Dynamic, eye-catching visuals across the station depicted Mastercard’s role in enhancing daily experiences, reflecting the "Priceless" ethos in a relatable, urban context.

• Multi-Sensory Engagement: By combining Sonic branding with engaging lifestyle visuals, Mastercard turned the station into a fully immersive brand environment, delivering a seamless audio-visual experience.

• Digital Amplification: TikTok played a crucial role in extending the campaign’s reach, with commuters sharing organic content, turning the station into a social media sensation.

Impact

The campaign delivered impactful results:

• Brand Awareness: Mastercard saw a notable increase in brand perception as a leader in mobile payments (from 16% to 22%) and a fast & easy way to pay (from 24% to 34%) in just one quarter.

• Viral Engagement: The "Senayan Mastercard dance" became a viral hit on TikTok, generating over 7,000 pieces of organic content and 232 million views, further deepening emotional connections.

• Memorable Brand Experience: The innovative use of Sonic branding and visuals created a stand-out experience, outperforming traditional out-of-home advertising.

Mastercard’s collaboration with MRT Jakarta set a new standard for urban branding, proving that creative, sensory-driven experiences can forge deeper consumer connections in even the busiest environments.

Background

AIA Indonesia collaborated with Coldplay during their Sustainable World Tour, aiming to raise awareness about

Indonesia’s deforestation crisis while aligning with AIA’s corporate goal of achieving net-zero emissions by 2050. The campaign sought to position AIA as a leader in environmental sustainability by combining a high-profile partnership with tangible action through reforestation efforts, while also driving business growth.

Challenge

Over the past two decades, Indonesia, the eighth-largest greenhouse gas emitter, has lost roughly 10 million hectares of primary forest. AIA Indonesia understood the need of tackling environmental issues while competing in the insurance business. The objective was to link AIA's business activity to a major environmental cause to raise awareness and action.

Solutions

The campaign featured a powerful Coldplay collaboration and several essential elements:

1. "One Policy One Tree" Initiative: AIA planted a tree in Kalimantan for every insurance sold, linking its financial success to its environmental efforts. The goal was 100,000 trees.

2. Creative Storytelling: Coldplay's "Humankind" helped AIA's marketing narrative include sustainability by connecting audiences to the reforestation program emotionally.

3. AIA offered fans exclusive band interactions and digital content using Coldplay's fame. The campaign produced entertaining concert footage, behind-the-scenes movies, and social media sustainability messages.

4. Multi-Channel Engagement: The campaign included social media, PR, OOH advertising, and website connections. This cross-platform activation increased reach and engagement, appealing to Coldplay fans and eco-conscious shoppers.

Impact

• Business Growth: In three weeks, the campaign generated 59% new business value, exceeding past campaigns.

• Brand Awareness: Over 11.45 million Indonesians were reached online, boosting AIA's visibility and sustainability leadership. The ad resonated with 80,000 concertgoers and produced social media conversation and brand affinity through user-generated content.

• Environmental Impact: AIA's environmental initiatives were highlighted by the campaign's 100,000 Kalimantan tree planting.

• Customer Acquisition: "One Policy One Tree" increased policy sign-ups, proving the campaign's capacity to turn sustainability into business success.

• Market Leadership: AIA Indonesia redefined insurance CSR by mixing entertainment, sustainability, and commercial growth. The collaboration brought global attention to Indonesia's deforestation and showed corporate-led climate solutions.

This innovative approach solidified AIA Indonesia’s reputation as a purpose-driven company, aligning business success with long-term environmental sustainability

In a world where security threats are ever- increasing and heist attempts grow more sophisticated, banks are under immense pressure to protect what matters most.

Traditional methods like PINs and passwords simply don’t cut it anymore.

Consumers and financial institutions alike crave cutting-edge technology that guarantees maximum security while building trust and engagement.

In response to these challenges, MOONFOLKS and AMAR BANK united to unveil revolutionary face ID recognition technology. To capture public attention and create excitement, they constructed a striking safe box landmark in Jakarta, inspired by the legendary King of Dangdut, Rhoma Irama. In a captivating spectacle, impersonators of Rhoma attempted—and hilariously failed—to breach the safe, demonstrating the unmatched effectiveness of Amar Bank's security system.

This unique activation not only showcased their innovative technology but also engaged the community in a memorable way. With strategic branding in bustling public and transportation areas, the campaign reached a broad audience, reinforcing public trust in Amar Bank's commitment to secure banking.

The Amar Bank Brankas campaign exemplifies the power of innovation, creativity, and community engagement in redefining security for the future.

Background

In August 2023, Agoda launched the #MurahnyaAgoda campaign to break through Indonesia's highly competitive online travel agency (OTA) market. Ranked third, Agoda needed to engage Indonesia’s younger, mobile-first travelers. The goal was to increase awareness and boost bookings using creative storytelling and influencer-driven content. Partnering with popular actress Anya Geraldine, Agoda introduced a playful narrative centered around the "Savings Rooster."

Challenge

Agoda faced multiple challenges:

• Low Brand Awareness: Struggling to stand out among younger travelers in a crowded market.

• Trust Issues: Concerns over hidden fees and price changes impacted loyalty.

• Mobile-Centric Audience: Reaching younger consumers required a fresh approach to cut through traditional advertising noise.

Creative Solution

Agoda harnessed the power of cultural relevance with a content-driven campaign:

• Savings Rooster as a Creative Device: The rooster, known as a symbol of thrift in Indonesian culture, was transformed into the "Savings Rooster," a quirky sidekick to Anya Geraldine. This character tapped into the tradition of the “Rooster Bank” (celengan ayam), a familiar savings tool for Indonesians, making the concept of affordable travel relatable and fun.

• Influencer Storytelling: Anya Geraldine led the narrative, using humor and charm to emphasize the ease and affordability of booking through Agoda. The Savings Rooster served as a memorable metaphor for saving money on travel.

• Multi-Platform Activation: The campaign spanned TikTok, Instagram, Facebook, YouTube, and TV, with short-form video content optimized for mobile consumption.

Impact

• Cultural Resonance: The Savings Rooster creatively leveraged Indonesian cultural symbols to connect with the audience, making Agoda’s message both relatable and distinctive.

• Brand Awareness: Unaided brand awareness increased by 23%, while top-of-mind awareness surged 64%.

• User Engagement: The campaign generated high engagement on social media, with significant increases in search engine interest and app downloads.

• Increased Bookings: Hotel bookings rose by 22%, successfully converting awareness into direct action.

The #MurahnyaAgoda campaign stood out by creatively embedding a cultural symbol into the narrative, proving the power of culturally resonant, playful storytelling in driving both engagement and business results.