New Product Launch: 360 degrees multiplatform campaign to Gain Massive Attention & Awareness & SOV for The Launch

PT Sumber Kopi Prima previously launched 3in1 coffee brand: Caffino. In the early 2021, it launched a new brand: Kopi Tubruk Gadjah (KTG) to compete in R&G coffee business landscape. In category where competition is fierce and consumer had strong preference to certain product, Kopi Tubruk Gadjah aimed to break the market.

Main business challenge is how to reach as many audience as possible & gain massive awareness with its hero communication “365 Hari GRATIS Ngopi Tubruk” – Free R&G Coffee for a Year. Further objective is to boost sampling (induce trial as much as possible) esp. amongst those power spenders MF 25-45.

Insights & strategy revolved in tapping on high penetration channels (TV, OLV, social media), doing internet takeover to reach the most number of audience possible.

Following the internet takeover, we also had to make the talk of the town on social, starting with viral point social platform (Twitter) followed by product unboxing & endorsement by all range of KOLs & then consumer engagement. 

Push presence in high impact media like the two wall gardens: YouTube & Facebook/Instagram & other highly rising media like Tiktok, JOOX, & Gojek. We took over the most prominent spot on each high impact media on the first day of the launch & maintained with Google Blast & RnF buying for a week, then followed by KOL product unboxing by KOL, O2O sampling, & consumer engagement activation such as quick sing competition on JOOX & hashtag challenge on TikTok.

Also riding on the momentum, Kopi Tubruk Gadjah also do a built in on very popular sinetron “Ikatan Cinta”.