Kurniawan Hatigoran-Faldi Dwi Wahyudi
We are facing     some problem here...Indonesians think having MSG on their food               is not healthy             ...
So, how do we sella product that already     has negative     impression?
the facts are...      The most common user of MSG is “Abang Nasgor*”.Unfortunately, they aren’t aware about the right amou...
*hawker fried rice seller
and now whats the plan?  Through Abang Nasgor, we introduce RASSA as a“good MSG”. By communicating that the right amount  ...
*    *Less MSG Please
This is Indonesia 1#Indonesians usually accept things as it is       without many complaints.
This is Indonesia 2#Consumer sits on the bench/stool
*                                           *ask for less msg? sit hereMicinnyaDikit Aja BenchHelps Customer :To realize t...
MicinnyaDikit Aja StoolHelps “Abang Nasgor” :To realize the fact that lots of his customerwants to have less MSG on their ...
*less msgRubber Bandthat stands forMicin DikitRassa’s packaging will be bundledwith Rassa “Micinnya Dikit” rubberband as p...
SEASONI                                                                        NG                                  1 porsi...
Lannymurdiana Lanny Murdiana                                              @Rassa abang nasgor kaki lima di daerah ku enak ...
The Surprise:The 20 most chosen “Abang Nasgor” all overJakarta, at the same time will be accompaniedby several celebrities...
How To Make It BiggerIn the next campaign, we choose another “abang-abang”, such           as “Abang Soto”, “Abang Mie Aya...
“Less is more”  -Ludwig Mies van der Rohe
Rassa dikit juga enak
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Rassa dikit juga enak

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a campaign concept for food seasoning brand, Rassa

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Rassa dikit juga enak

  1. 1. Kurniawan Hatigoran-Faldi Dwi Wahyudi
  2. 2. We are facing some problem here...Indonesians think having MSG on their food is not healthy but actually, there won’t be any problem if you use MSG in the right amount
  3. 3. So, how do we sella product that already has negative impression?
  4. 4. the facts are... The most common user of MSG is “Abang Nasgor*”.Unfortunately, they aren’t aware about the right amount of MSG usage. They think, more MSG is more delicious. *hawker fried rice seller
  5. 5. *hawker fried rice seller
  6. 6. and now whats the plan? Through Abang Nasgor, we introduce RASSA as a“good MSG”. By communicating that the right amount of MSG won’t cause any problem. Right Amount = Less MSG Buat sepiring cuma butuh 1/10 sdt micin loh, Bang. Gak perlu banyak-banyak kalee!
  7. 7. * *Less MSG Please
  8. 8. This is Indonesia 1#Indonesians usually accept things as it is without many complaints.
  9. 9. This is Indonesia 2#Consumer sits on the bench/stool
  10. 10. * *ask for less msg? sit hereMicinnyaDikit Aja BenchHelps Customer :To realize the fact, that they have an option tohave less MSG on the food they order.This stool will be given away to Abang Nasgorfor free.
  11. 11. MicinnyaDikit Aja StoolHelps “Abang Nasgor” :To realize the fact that lots of his customerwants to have less MSG on their food. *ask for less msg? sit hereThis chair will be given away to AbangNasgor for free.
  12. 12. *less msgRubber Bandthat stands forMicin DikitRassa’s packaging will be bundledwith Rassa “Micinnya Dikit” rubberband as promo material.
  13. 13. SEASONI NG 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 4 porsi 4 porsi 2 porsi 6 porsi 6 porsiNew Pack Design 4 porsiHelps consumer to use the rightamount of MSG based on the foodportion.
  14. 14. Lannymurdiana Lanny Murdiana @Rassa abang nasgor kaki lima di daerah ku enak banget, micinnya dikit pula. Salut buat #Abang Japri 1 hour ago micinnya dikit aja campaignActivationPeople can recommend the “Abang Nasgor” whohave used less MSG on their cooking.The 20 most recommended “Abang Nasgor” willreceive a surprise from RASSA.
  15. 15. The Surprise:The 20 most chosen “Abang Nasgor” all overJakarta, at the same time will be accompaniedby several celebrities and famous chef, duringtheir “jualan” time.
  16. 16. How To Make It BiggerIn the next campaign, we choose another “abang-abang”, such as “Abang Soto”, “Abang Mie Ayam”, etc.
  17. 17. “Less is more” -Ludwig Mies van der Rohe
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