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    THE BRIEF CIF Spray has been penetrating Indonesian market in the last three years and so far our market still prefer to use different cleaner fo… Read More
    THE BRIEF CIF Spray has been penetrating Indonesian market in the last three years and so far our market still prefer to use different cleaner for each surfaces. Among its communication strategy, product demo become the most suitable approach to illustrate CIF Spray’s efficacy. However, people are reluctant to see boring and formulaic product demos. We needed to create a new kind of product demo that will get them to stick around and see it. CREATIVE SOLUTION Street food stalls become an important part in Indonesian culinary culture. It’s so common that people often have to wait to be seated in, standing around the table when it’s being clean. This finding gave us an idea to use the table as the medium. We created the world first multi-surface table, comprised of 10 different surfaces with each table containing a CIF Spray compartment. These tables were strategically placed at Festival Jajanan Bango, Indonesia’s largest outdoor food festival, held in 5 major cities. CREATIVE RELEVANCY CIF Spray is about “seeing is believing”. A quick product demo will quickly convince people that there is an effective way in dealing with kitchen stains. These unique tables give people an impossible to avoid product demo and more than a one way communication, we put CIF Spray in every table’s compartment so that people can try it themselves. Festival Jajanan Bango were chose as the launch event because thousands of foods -along with it stains- are served here every day, enable us to show how great our product is. THE RESULT People waited on each table finally realize that there is an effective way in dealing with kitchen stains. From the five days event, the tables generated thousands of product demos and sold 3.990 bottles, 60% surpass its target (2.500). This campaign travels further than the festival. We got a huge publicity and client decided to continue the campaign, placing these tables in popular food courts and restaurants in selected cities. Read Less
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