With decades of experience in management consulting, Marco Gaietti is a seasoned expert in Business Management. His expertise spans a broad range of areas, including strategic management, operations, and customer relations. Today, we will discuss the inspiration, strategy, and execution behind Lifebuoy’s latest campaign, “Get Possessed by Coolness.”
Can you tell us more about the inspiration behind Lifebuoy’s “Get Possessed by Coolness” campaign? What specific elements from Indonesian folklore did you incorporate? How did you connect the traditional concept of “Ketempelan” with the idea of cooling?
The inspiration for the “Get Possessed by Coolness” campaign came from the traditional Indonesian concept of “Ketempelan,” which refers to spirits or ghosts that cling to people. We reimagined this cultural idea as a metaphor for the uncomfortable feeling of heat and sweat that can lead to body odor, especially in Indonesia’s hot climate. By turning this unsettling concept into a positive experience, we connected it with the refreshing and cooling effect of Lifebuoy’s Cool Fresh body wash.
Why did you choose to use the horror-comedy genre for this campaign? What trends did you observe among Indonesian Gen Z that led to this choice? How does this genre help in making the campaign more relatable to your younger audience?
The choice of the horror-comedy genre was influenced by its growing popularity among Indonesian Gen Z. This segment enjoys content that is both entertaining and culturally relevant. By incorporating humor and supernatural elements, we created a campaign that resonates with their interests while still delivering an important message about hygiene. This approach helps make the campaign more engaging and relatable for the younger audience.
What role does the concept of body odor and discomfort play in the campaign’s messaging? Can you explain how Lifebuoy’s Cool Fresh body wash addresses these issues? How does the promise of a 12-hour cooling effect align with the campaign’s goals?
Body odor and discomfort are central to the campaign’s messaging. In a hot climate, these issues can be particularly troublesome. Lifebuoy’s Cool Fresh body wash is specifically designed to tackle them by providing a long-lasting cooling effect for up to 12 hours. This cooling effect aligns perfectly with the campaign’s goals by offering a tangible solution to the problem, making the brand’s promise both relevant and attractive to consumers.
How did your collaboration with MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia shape this campaign? What insights did these agencies bring to the project? How did you ensure the campaign remained culturally relevant and engaging?
Working with MullenLowe agencies was instrumental in shaping this campaign. Their deep understanding of both the global brand and local cultural nuances provided essential insights. They helped us develop a concept that was not only fresh and engaging but also culturally relevant. Their expertise ensured that the campaign struck the right balance between tradition and modernity, allowing it to resonate deeply with our target audience.
The campaign was directed by Wuthisak Anarnkaporn. What was it like working with him? How did his vision influence the final product? What unique contributions did he make to the project?
Collaborating with Wuthisak Anarnkaporn was a great experience. His vision and understanding of the brief were crucial in bringing the concept to life. He skillfully balanced the elements of humor and horror while keeping the brand’s core identity front and center. His unique contributions, like maintaining the consistency of the health expert character and adding contemporary touches, significantly enriched the final product.
Can you discuss the choice of digital platforms for launching the campaign? Why did you choose YouTube, TikTok, and Instagram specifically? How did you utilize out-of-home activations to complement the digital efforts?
We chose YouTube, TikTok, and Instagram due to their popularity and high engagement rates among our target audience. These platforms are where Gen Z spends a considerable amount of time, making them ideal for launching our campaign. We complemented these digital efforts with out-of-home activations to create a cohesive and immersive brand experience, ensuring the campaign reached a broader audience.
What has the initial reaction to the campaign been like? Can you share any specific feedback or engagement metrics from YouTube or other platforms? How has the positive response influenced your future campaigns?
The initial reaction to the campaign has been overwhelmingly positive. We’ve seen strong engagement and excellent feedback across platforms like YouTube, where the views and comments reflect a high level of interest and approval. This positive response has validated our approach and will influence our future campaigns by encouraging us to continue blending cultural relevance with innovative concepts.
How does this campaign align with Lifebuoy’s long-term brand strategy? What steps have you taken to ensure Lifebuoy stays relevant to younger, active consumers? How did you blend tradition with contemporary elements in this effort?
This campaign is a testament to Lifebuoy’s strategy of staying relevant to younger, active consumers. We ensure relevance by continuously tapping into their interests and cultural trends. By blending tradition with contemporary elements, like the horror-comedy genre and the concept of “Ketempelan,” we created a unique campaign that maintains the brand’s essential identity while appealing to a modern audience.
What were some of the challenges faced while creating a campaign that balances humor with the brand’s fundamental identity? How did you ensure that the humor didn’t overshadow the serious message about hygiene? Can you discuss the significance of keeping the health expert character consistent over the years?
Balancing humor with our brand’s identity was indeed a challenge. We ensured the humor did not overshadow the serious message about hygiene by keeping the brand’s fundamentals, such as the health expert character, central to the campaign. The consistency of the health expert character over the years reinforces our commitment to health and hygiene, making it a familiar and trusted figure for our audience.
What are some of the future plans for Lifebuoy’s marketing strategies, especially digital and cultural outreach?
Our future marketing strategies will continue to focus on digital and cultural outreach. We plan to leverage emerging platforms and trends to stay connected with our audience. Additionally, we will seek to incorporate more localized insights and cultural elements into our campaigns, ensuring they remain relevant and engaging for our diverse consumer base.
