In the mid 2007, we were appointed to handle "Maxxibilities", an integrated campaign for Mizone (an isotonic drink brand, owned by Danone Indonesia).
The objective of this campaign was to communicate the product's functional benefit while strengthen its relevancy to the audience's daily life. To deliver this objective, we worked closely with the Mizone team and Ogilvy PR as Mizone's Public Relation Agency at that time. Almost all of the material of this campaign (except the awaskecolongan.com & maxxibilities.com microsite) was prepared and executed by us.
The campaign was launched with unbranded teaser street happening in several locations all around Jakarta and had successfully built curiosity amongst the crowd.
"awas kecolongan" street happening
The next phase was the launching of the integrated maxxibilities campaign. This campaign phase was supported by TV commercial, print ad, poster, radio commercial and viral marketing.
The humorous approach of the campaign successfully created strong awareness in the public. Its catchy and funny dialog in its TV commercial like “baju biru celana kotak-kotak" (checkered shirt with blue pants or blue shirt with checkered pants) became part of daily conversation. The jokes even been used in Extravaganza, the Indonesian version of “Saturday Night Live” comedy show and appeared in a caricature in Kompas, Indonesia’s main newspaper. This TV Commercial then won a bronze metal in ADOI Advertising Awards 2008, judged by one of the world known advertising guru, Jeff Goodby.
"Blind Date" TV Commercial
"Blind Date" Print Ad
Maxxibilities Viral Marketing
After that, the campaign was followed by on-ground activation activities. The Maxxibilities Zone was created to provide the consumer experience the main benefit of the product by participating in several activities, such as Step Messaging Service, Word Search, Virtual Consultation, etc. This on-ground activation was also supported by amplification TV commercial to strengthen the awareness of the program and invite participant to visit the next events. Overall, these serial of events have successfully gathered +/- 35.000 of enthusiast crowd.
As the closing phase of this campaign, the consumers were invited to nominate their friends/ family that meet the criteria of “maxxibilities icon”, the people who have proven their aptitude in maximizing their abilities and opportunity in their daily life. There were 4 categories for consumer to nominate: workers, students, parents and friends. The winner of this program (8 people, 4 icons and 4 person who nominate them) then went to holiday in New Zealand. This phase ran for relatively short period of time. The call for entries was done through TV commercial, web banner, and posters.
This whole campaign still became one of the case studies in several marketing forum/ discussions and blogs. And in 2008, this integrated campaign won an Order of Merit acknowledgment from PMAA (Promotion Marketing Awards of Asia) 2008.
