Havas Creative Indonesia
Kapal Api is a locally established coffee brand popular in the Indonesian market since 1920 - the leading brand over the years driven by its black coffee. Today, the coffee market is dominated by the younger generation’s preferred white coffee or coffee with cream. How to build Kapal Api’s brand to stay relevant in today’s market? Kapal Api wanted to direct the message that the younger generation is the most motivated when they set their own goals based on what is important to them. “Buat Nyata Tujuanmu” addressed their desire to embrace change and positivity and focused on Kapal Api’s relevance as part of their urban lifestyle. Kapal Api was positioned as the energy supplier that helps drive their life goals – to be a catalyst of change. The idea evolved into a bigger campaign akin to a movement dubbed “Make Your Goal A Reality”. A successful online community was created encouraging young people to submit their business ideas which were rewarded with mentorship and guidance. The campaign had strong results and gained high consumer awareness, as well as positive brand equity and growth.
The overwhelming majority of motorcycles in Indonesia are in the underbone scooter category. How can we convince consumers to convert to the affordable Honda Verza sports bike ?
Indonesian millennials are more entrepreneurial than ever before. Small businesses are thriving because of their strong desire to achieve success. This spot, staying true to the tagline “Ride More, Do More” portrays a small business entrepreneur tackling his busy schedule using Honda Verza, a cool sports bike and highly functional for daily use.