THE STOLEN MINIATURE by BBDO Jakarta for PT. ADIRA INSURANCE

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THE STOLEN MINIATURE

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Industry Insurance, Business equipment & services, Corporate Image
Media Design & Branding
Market Indonesia
Agency BBDO Jakarta
Associate Creative Director Awaluddin Rusdiyansah
Executive Creative Director Didit Indra
Art Director Febrian Adi Putra
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: PT. ADIRA INSURANCE
Product/Service: INSURANCE COMPANY
Agency: BBDO INDONESIA
Date of First Appearance: Feb 8 2011
Entrant Company: BBDO INDONESIA, Jakarta, INDONESIA
Executive Creative Director: Didit Indra (BBDO Indonesia)
Associate Creative Director: Awaluddin (BBDO Indonesia)
Senior Copywriter: Andy Maryadhi (BBDO Indonesia)
Art Director: Febrian Adi Putra (BBDO Indonesia)
Head of Graphic Designer: Baskara Sadikin (BBDO Indonesia)
Graphic Designer: Andes Meianto (BBDO Indonesia)
Senior Art Director: Joko Nugroho (BBDO Indonesia)
Account Executive: Wira Gumay (BBDO Indonesia)
Strategic Planning Manager: Ezra Nathannael (BBDO Indonesia)
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Media placement: Design - Tana Dewa Resort Bali - 7 March 2011

Describe the brief from the client
Most of Autocillin's clients are personal customers. Corporate customers haven't been reached by Autocillin or any other insurance company. In 5 major cities, there are lots of companies who have car fleets. Autocillin found that this is a big opportunity to expand their business.

Describe the challenges and key objectives
We developed a new form of communications in the shape of 3D miniatures to send messages to the HR/GA Managers that unpredictable risks may happen, so they do not want to play with the real risks. These miniatures represent the real yet unpredictable things which are often found in the 5 major cities in Indonesia, such as Jakarta.

Describe how you arrived at the final design
Beginning with the idea "don't play with the real risks", we created miniatures to deliver a message about the unpredictable things that often happened in 5 major cities in Indonesia such as flood, riot, road accidents and theft. These miniatures ease the target audience to understand the benefits that Autocillin offers.

Give some indication of how successful the outcome was in the market
It was surprising that 10 out of 10 companies had quickly responsed by the end of April. They called Autocillin's hotline service number asking about the benefits of the product.