The appointment came after a pitch called in March, which involved agencies including Dentsu and Matari Advertising. The two-year contract will see Fortune Indonesia driving an integrated marketing communications campaign, which includes above the line, below the line and digital.
Vitacimin is a Vitamic C product in Indonesia, and the company is hoping to reach out to teens as a new target segment while maintaining its current dominance within the youth and adult target segments.
The brand plan is to engage teenagers by adopting a health and beauty approach with the key message revolvig around being active, confident and energetic all day long.
The plan is to use an Indonesian female teen group as the brand ambassador to represent the personality of the brand and to deliver the message to the audience.
Maintaining category leadership while widening the market is a challenging objective, said Sapto Handriyanto, innovation and business development director at Fortune Indonesia. "Therefore we studied the success campaign history of Vitacimin and we found out that the jingle is one of the strongest identities of the brand," Handriyanto said. "Using a jingle as the main vehicle, we convinced the client to make the benefits of Vitamin C more relevant toward modern life and wrap it together in a catchy jingle.”
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