SHOWCASE

My job as an Account Planner is to research the market context the client is evolving in.

The Consumers’ Needs, Beliefs and Attitudes define the setting of the Brand’s communication efforts. Insights are expressions of defining the true nature of the situation at hand.

In order to engage the Target Audience and elicit a positive behavior (as in … buying the product !), the Account Planner must come up with a Communication Idea for the Creative Team (Copywriters and Art Directors).

Campaigns I worked on:

Campaign #1

SHARP INDONESIA (LC TVs) - April 2007

Planner:             Alfred LARGANGE
Art Directors:    Helmut MATTHIJS & Jason MANGALINDAN
Copywriter:       Uma RAJENDRAN

The Brief: With the Asia financial crisis 10 years behind, rising urbanisation and an emerging middle class, it is “Scramble for Indonesia” for the major players in Consumer Electronics. The main players set shop in Java to assemble products, leaving the shores of Thailand because of rising labor costs. The Indonesian market for LCD TVs is set to explode and SHARP wants to position itself as the preferred Brand.

The Insights: The fascinating balance between good natured consumerism and Indonesian Muslim values set the mood for promoting high end products like the AQUOS TVs.

The present era of growing prosperity can be associated with the opening of Indonesian middle class on the World through education and the mass media. The future never looked that good.

The Communication Idea: Nobody but Anggun could pull the feat of embodying the success and opening of the new Indonesia. We proposed using her song “Something Sublime” to offer the AQUOS LCD TVs as “Windows on the World”.

OUTCOME: Local (Indonesian or locally based) Agencies definitely had a leg up in the competition…

We are still huge fans of Anggun and I listen to “Something Sublime” on my ZEN MP3 Player

Campaign #2

ROAD COURTESY CAMPAIGN - May 2007

Planner:            Alfred LARGANGE
Art Directors:    Helmut MATTHIJS & Jason MANGALINDAN
Copywriter:       Uma RAJENDRAN

The Brief: The Singapore Traffic Police was quite happy with its 2006 Road Courtesy Campaign and it “Pass it On” tag line.
With the public reacting positively, the Traffic Police wanted to extend the campaign for another year, asking agencies for new creative concepts promoting courteous driving habits.

The Insights: In Singapore, road courtesy could be the transposition of Asian Societal Values, rooted in Confucianism (valuing harmony and respect).The fact is that as a historically recent social context, the road has not yet given birth to an offspring of that Confucian mindset.

The Communication Idea: “Road Courtesy: It’s a Two Ways Street”
It’s not only for motorists to look after the pedestrians and bikers, they also have their own share of responsibility in making the street an safe and harmonious environment.

OUTCOME: YES !!! The Singapore Traffic Police selected our “feel good” posters for display in its exhibitions and road shows.

Campaign #3

TEMASEK POLYTECHNIC – June 2007

Planner:            Alfred LARGANGE
Art Directors:   Helmut MATTHIJS & Jason MANGALINDAN
Copywriter:      Not Applicable

The Brief: TEMASEK POLYTECHNIC is one of the Top 3 Polytechnics in Singapore. Its gorgeous campus and its reputation as a place that is vibrant with life ensure that “O-Level” students put it among their top choices for their Tertiary Education.Of course, the Corporate Communication Department wanted to keep things the same with new ways to say that “TP” is a place that brings “Life and Education and Education to Life” (or the other way around). We pitched for the year long MarCom Campaign and MArketing Plan.

The Insights: “O-Level” Students already had it with craming and piling up As and Bs. They see the 3 years they will spend in Polys as an occasion to embrace life and grow as individuals, breaking the conformist mold of Secondary education.

The Communication Idea: Stress the Personal Benefits of a liberating, personality enhancing and Life affirming experience on the TP campus.

OUTCOME: 20 Agencies attended the briefing session among which some smaller than ours and some bigger (or the other way around).

I still really really like Jason’s “Play While you Learn” (or the other way around) and Helmut’s “feet above heads” (or the other way around)…