Bintang Beer aims to be the positive light in people's lives and encourage consumers to feel spirited even in tough times, by introducing a stay-at-home multipack with a home activities-themed design. It is also a suitable companion for those who are staying at home during quarantine.
Done in collaboration with creative agency The ROMP Group, the packaging is red in colour and features various activities such as watching TV, playing the guitar and using the laptop. The words "Stay home. Stay united. Enjoy Bintang." are also written on the packaging. According to the agency, the campaign took two months from creative concept development to production and being stocked on the shelves "with very minimum investment". Bintang expects a 10% ROI for the campaign.
ROMP was founded last year by Joseph Tan, Roy Wisnu and Daniel Siswandi who left MullenLowe last August. It not only focuses on creative but is also involved in other business ventures such as owning and managing tech startups and entertainment companies as well as other innovative marketing services. Among its list of clients include Telkomsel, Indofood's Indomie, Google, Prudential, and Pizza Hut.
CEO Joseph Tan told MARKETING-INTERACTIVE in a podcast episode earlier this year that when majority of his clients wanted to work with the team again, they were elated and grateful. "It really spurred us to do better work to reciprocate that trust in us. When you hear those kind words, it gives us the reassurance that we did the right thing and we had the head room to really go and expand beyond," he added.
He added that the team has to constantly remind itself why it started ROMP in the first place, otherwise, it will simply become MullenLowe part two with a different name. "Not only that, we don't have legacy as a company. I mean, we got no global online accounts on a silver platter. We don't have any global IP, no corporate label, no global guide. We have to be damn bloody good in our craft, relentlessly. Not having the global network behind us will not be a handicap for us," Tan explained.
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