Brand: Surya 12 Premium
Co-led with Creative Partner the re-positioning of Gudang Garam's Surya 12 Premium cigarette brand in Indonesia. Translated consumer insights from focus groups into a new strategy, brand essence and tagline ("Face your challenges"), supported by an integrated campaign.
This account represented a huge pitch win and new client for a small creative boutique agency. It brought significant growth (3X billings), new hires, and the opportunity to produce high profile TV commercials.
The TV spot was a major departure from the stereotypical 'macho' cigarette commercials from competitors, which featured extreme sports. We created a real-life character that would better connect with the target profile, young professionals known as 'first jobbers.' The creative still featured exciting action scenes, a must-have element to connect with a male-dominated audience, but it was presented as a time-demanding, work-related series of unexpected challenges that consumers could identify with.
