Federal Oil continues its involvement in the middleweight class of MotoGP in 2017 as title sponsor of the Gresini Moto2 Team, with Jorge Navarro on board for the team’s bike. It has formed an integral part of a sponsorship program aiming to promote the Federal Oil brand. In Indonesia, Federal Oil has become one of the most well-known oil brands. Its products are formulated to keep the motorbike’s engine in low temperature.
This year, Federal Oil would like to invite 25 lucky customers to watch MotoGP live in Sepang, Malaysia, as well as visit the Gresini Racing Team’s Paddock. As most MotoGP lovers know, to be able to visit a racing team’s paddock is a rare opportunity. That’s why Federal Oil carefully selected which customers who would join them in Sepang, and Popcult is more than happy to help them.
Working together with Popcult, Federal Oil held a digital campaign called “50 Days to MotoGP Sepang” on their Facebook Fanpage and Instagram account. Followers and fans were welcomed to participate in a 50-days period quiz, where they were encouraged to collect points. For 50 days straight, each day we asked a question in a form of image or video. Five lucky winners who could answer the question right would get 5 points, which they could submit to www.federaloil50daystomotogp.com. At the end of the quiz period, 25 people with the highest points would go to Sepang.
But participating in the quiz was not the only way to earn points. People could also earn points by purchasing Federal Oil products and sending the receipt to Popcult. Not only did this encourage people to earn more points, but this also became a great way to boost Federal Oil sales. On the other side, we had also successfully increased the Federal Oil’s engagement rate in their Facebook Fanpage and Instagram Account.
In addition to the “50 Days to MotoGP Sepang” program, Federal Oil also launched a web series called Tukang Ojek Masuk Paddock. It features a series of scripted digital videos in episodic form, with each duration no longer than 1 minute. The story follows a taxi-bike (ojek) rider who has a huge dream to meet his favorite motor club, Gresini Racing. One day he finds out about the “50 Days to MotoGP Sepang” program. He decides to participate in the program and successfully becomes one of the winners.
The web series was also aimed to build excitement among MotoGP lovers to participate in the program. If you want to know more about “50 Days to MotoGP Sepang” or interested to watch the Tukang Ojek Masuk Paddock web series, you can visit Federal Oil’s Facebook Fanpage at https://www.facebook.com/federaloil.id or their Instagram Account at @federaloil_id.
But if you’re more interested in collaborating with us to create a digital campaign like “50 Days to MotoGP Sepang”, please drop us a message through our business representative to email@example.com. See you in another campaign!
In 2017, LaFonte Pronto wanted to launch a market penetration in West Java. According to data, it turned out that there were still many people under their market niche who haven’t tried LaFonte Pronto. The thing is, marketing LaFonte Pronto using conventional methods is not an option because they’ve already produced various instant foods in West Java, ranging from instant noodle to instant home-industry foods.
Popcult and LaFonte Pronto’s brand team decided to work together to acknowledge the challenge as well as finding the best solutions. After conducting a thorough research, we found out that young citizens in West Java, especially Bandung, like to be involved in communities. Moreover, they’re also very dedicated and loyal to the communities.
On the other hand, PT Indofood Sukses Makmur as the parent company of LaFonte Pronto had been working together with PERSIB, a local soccer club from Bandung, West Java. So we came up with this idea to create a special packaging for LaFonte Pronto by inserting PERSIB’s top athlete’s image on the package.
The story behind that idea is quite simple. Bobotoh, PERSIB’s supporters, are very loyal to the team. By seeing their favorite PERSIB member on the LaFonte Pronto packaging, such as Bli Made and Lord Atep, they would feel the need to support the athlete by buying the product. In this special packaging, we also put a PERSIB sticker in every product. Thus, they are taking their favorite PERSIB member home.
For this project, Popcult was appointed to design the new packaging, arrange a campaign plan, and create a packaging design. This project started in January 2016, with the plan of Launching Pack release between October-December 2016.
Finally, in May 2017, 200.000 LaFonte Pronto with special packaging and PERSIB stickers were ready to be distributed to various stores in West Java, such as Alfamart, Indomaret, Yogya, Yomart, dan Borma.
To help market the product, Popcult launched a campaign plan on social media. We created activation on LaFonte Pronto Fan Page and PERSIB’s fans community, held a weekly quiz to remind people to buy the products, created a content announcement on PERSIB’s official Fan Page, and came up with a special activation content for PERSIB’s members so that they could promote it.
In order to increase the added value of LaFonte Pronto special packaging, we also held a quiz called “Kuis Stiker Tantangan Persib” in social media. We asked people to collect the sticker bonus from the LaFonte Pronto Special Packaging and put them in the most creative ways they could find. They must take a picture of the sticker and upload it to Facebook Fanpage LaFonte Pronto or Instagram. For every picture uploaded, we asked them to insert hashtags #TantanganStikerPersib and #LaFontePersib. There were various prizes available for the winners, ranging from PERSIB jersey, PERSIB member card, to ASUS Zenfone C.
On the other hand, we conducted an in-store campaign by giving away sample products as well as a special discount. Also, we opened a LaFonte Pronto Matang booth as the on-ground campaign plan.
The result is amazing. LaFonte’s and PERSIB’s social medias were flooded with positive comments from the Bobotoh. Even the first batch of 200.000 LaFonte Pronto special packs was successfully sold out in just two weeks in West Java only. So, due to the high demand, we decided to print another batch of 100.000 LaFonte Pronto special packaging. In addition to that, we also printed stickers with 10 new designs to build more hype.
At the end of the day, all that was left were a satisfied client and happy customers. We also felt very positive throughout the campaign because the whole process just reaffirmed what we know about working with community, that the key to this successful campaign lied on the relevancy of interest with the community as well as learning what they really needed. In this particular project, the product itself was able to meet the Bobotoh’s needs. But, we can’t deny the fact that Bobotoh’s loyalty in supporting PERSIB was phenomenal and that was what made them willing to buy PERSIB memorabilia.
If you want to work together with communities to increase sales or brand awareness, you can call us right away. Popcult has been nurturing a good and healthy relationship with more than 100 communities in Indonesia from various interests.
Drop us an email to contact us and our Business Representative will get back to you.