Matahari AsysyakuurAngga Prawadika Aji

Universitas Gadjah Mada

Rassa is a new MSG brand which try to penetrate into market

Rassa needs a special campaign concept in order to get the consumen target’s attention, who mostly already had their own brand preference

Problem

• To increase Rassa’s brand awareness

• To create an unique positioning for Rassa brand inside MSG market

Communication objective

Having meal together with family had an important role to maintaining as well as developing the emotional relationship among family members, especially children. Diningroom is a place where their voice usually heard by their parents

Nowdays many family had left this good habbit because every members in the family occupied with their own agenda.

Insight

Primary TASex: FemaleAge: 35-45 years oldGeographic: Big cities in Indonesia SES: A, BPshycographic: Rushed, have-no-time, job-occupied individual who in the other hands wants to get close with their family

Secondary TASex : MaleAge: 35-45 years oldGeographic: big cities in indonesia SES: A, BPhsycograpic Rushed, have-no-time, job-occupied individual who in the other hands wants to get close with their family

Target Audiens

Key Message

Let’s cook in home and having mealtogether with your family

in dining table. Get an exciting stories from your family.

Big Idea

A campaign to communicate the Brand Rassa. It raises the issue of "the habit of having meal together at home is already becoming obsolete." By raising this issue Rassa brand is expected to form a unique positioning in the market MSG, as a brand that elevates good value proximity to family

Print Ad

DMTVC

Brand Activation

Strategi

Print Ad

The print ads that communicating the key messages of the campaign. Print Ad posted in print and posters

A DM (Direct Marketing) sent to the office where the audiences work. DM is expected to be read by the audience on the sidelines of her work at the office

DM

Str

TVC

TVC will communicate that eating together at home with their own cuisine is a valuable thing for any family member

A child, aged approximately 4-7 years, tells of his daily life at home through the plain language. Every day he wakes up his parents had gone to the office. He only left to be raised by his maid all day. Actually he was annoyed, because for example, many interesting events in the school that he wanted to tell his parents. But at the end of the story, the boy said that he was actually happy even though he left to work from morning because at night, Mom and Dad always made time to go home. Mama would cook quickly and they will eat together at the dinner table, where he could talk about many things that day. Everything was pleased and happy.

Storyline

Brand Activation

We make a family photo contest where participants must submit photos of their families while dining together at the dinner table . They also required to submit little story about the importance of eating together at home for them.

The goal is to invite families to come back to eat together at the table through the medium of photo contest. And build relationships between community and Rassa

Examples of promotional media contest photo contest

website

Print ad