Combiphar campaign wants Indonesians to walk more

Combiphar has partnered with Grey to roll out the #JalanTerusIndonesia (Keep Walking Indonesia) campaign, encouraging Indonesians to walk more, coinciding with the 2018 Asian Games. The campaign engaged Mindshare for media duties, Nine Comm for PR duties, and Trojan as event organiser.

The campaign is based on the insight from the 2017 Survey on Activity Inequality by Stanford University where Indonesia ranked last when it came to steps taken per day among 46 participating countries. As part of the campaign, Indonesians are invited to download the app, MoCehat, which will count and record the number of steps each person joining the movement is taking. The campaign will be run online and the 90-sec campaign video has been posted on Combiphar’s social media platforms.

Working with the Indonesia Asian Games 2018 Organizing Committee (INASGOC), the campaign kicked-off early August with an event consisting of government officials, athletes, Olympians, celebrities, and influencers. Everyone present at the event pledged to join the movement and challenge their friends and family to participate as well.

In a statement to Marketing Interactive, Grey’s spokesperson said the business objectives of the campaign are to raise consumer awareness toward Combiphar, to make consumers aware of at least three products of Combiphar, to see a 20% increase of consumers trial, and to get a better quality database.

The campaign will be targeting middle to upper class Indonesians aged 25 to 40, who tend to engage in less physical activities yet are aware of the importance of a healthy lifestyle. Marketing efforts will be done digitally through social media and engaging influencers and key opinion leaders on Instagram and Twitter, as well as OOH LED billboards, live events, and in-store POP.

“Championing a healthier tomorrow is our north star and we see #JalanTerusIndonesia as a step in the right direction for a healthier Indonesia,” Junita Kartikasari, vice president, consumer and customer engagement, Combiphar said.

“Not every day does an agency get a brief to help inspire and uplift an entire nation, we are excited to partner and bring this bold vision to life,” Subbaraju Alluri, CEO GREY Indonesia & Thailand said. Watch the video here:

Campaign credits:
Executive creative director: Nugroho Nurarifin
Creative group head: Finy Tjong
Senior copywriter: Juenre Sitanggang
Art director: Yohanes Devan Rudinatha
Senior graphic designer: Maria Priscilla
Business director: Sawitri Hertoto
Senior account manager: Donny Narendra
Agency producer: Keumala Dewi
Director: Luthfi (Upie Guava)
Director of photography: Wira
Executive producer: Dayeng
Producer: Tessa Antonis

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