It was time for BLIBLI to renew their brand communication. The mission was to give more punch to their core message which is customer satisfaction, by giving a sense of assurance. And thus, the #PastiPuasPastiDiBlibli line was born. The campaign highlights their 3 USPs: Pasti Gratis Ongkir Berkali-kali, Pasti Pengiriman Cepat, Pasti Barangnya Ori.
The brand team had chosen Bunga Citra Lestari and Boy William as their ambassadors, and we tailored our creative concept to suit both of them. Since we have a singer as an ambassador, we wanted to create a music-based communication. We revisited one of BCL's most popular and catchy songs "Pernah Muda" and utilized it as our vehicle.
The song "Pernah Muda" has a very memorable line "Bilang mamamu...", which is what triggered us to build the storyline. We altered the lyrics to convey our message, refreshed the song to make it more upbeat, and added rap lines for Boy's part for a more swaggy feel. The song rearrangement was done by BCL's music director Ronald Steven, and the brand team enlisted JFlow as a consultant for Boy's rap parts.
We have different lyrics for each cutdown version to cater to the 3 different USPs. It was quite a challenge during the shoot day but we managed to pull it off on time.
Cutdown versions: 30S | 15S Pasti Gratis Ongkir | 15S Pasti Barang Ori | 15S Pasti Pengiriman Cepat | 16S Pasti Gratis Ongkir | 6S Pasti Barang Ori | 6S Pasti Pengiriman Cepat
We also did a series of key visuals and a 3D billboard placement on Grand Indonesia.
Brand: BLIBLI
Agency: DENTSU - ISOBAR
Executive Creative Director: Andreas
Associate Creative Director: Fachrul Rizal
Creative Group Head: "Oboy" Yanuar Mahadi
Senior Art Director: M. Fachri Mumpuni, Rivianty Uzma Nauli | Art Director: Kevin Mahesa Aryadrani
Senior Copywriter: Reisha Annabelle Sinulingga
Graphic Designer: Hafidz Friskahaja
Strategy Team: Lucky Handoko
Account Team: Kanya Drestanti, Aryanti Widiretantri, Meta Muliaty, Anissa Amalia
A/V Producer: Ayu Desy Savitri
TVC Production House: Playlab
TVC Commercial Director: Rangga Kusmalendra
KV Photographer & Digital Imaging: Clarissa + Peddy
3D Billboard Production & Placement: Cognitiv Media