Challenge, Insight & Solution – Deodorant in Indonesia

Slide 1: Challenge, Insight & Solution Deodorant in Indonesia presented by Andi S. Boediman Strategic Innovation Consultant andisboediman@gmail.com www.ideonomics.com

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Slide 3: Our Target • Young male age 16 - 22 years. • High School Student and College/ University student Characteristics wants to look cool and have the edge in the mating game

Slide 4: Our Culture Condition Brand/product with high sexual content in Indonesia will get a lot of trouble from some Indonesian society.

Slide 5: Our Target Behavior We do a simple street survey about our target behavior to the “flirts topic” “Gue sih kalo gangguin cewe cakep ga brani kali sendiri…takut malu hahaha… lagian suka bingung gimana caranya yg ga norak ya?”  Don’t know how and low self esteem “Urusan goda2in di kelompok gue ada yg namanya ‘striker’…jadi dia yang godain… dah dapet baru kita ikutan kenalan  Not every man know how to flirt “Paling liat-liatan…trus berharap tu cewe temennya temen gue, atau besok2 ketemu lagi di mana gitu”  Have no guts to make a first approach This is TYPICAL MAJORITY OF INDONESIAN MAN (with Eastern Culture)

Slide 6: Our Target Behavior The big difference between Indonesian youth male is that most of them are SHY compared to the western counterpart. VS

Slide 7: Not all guys are this lucky! Handsome, rich, famous and girls flock around them.

Slide 8: They want to get a chance and courage to approach girls like these.

Slide 9: then the need is a confidence to approach girls.

Slide 10: What they need is skills like these!

Slide 11: 3 second rule A man has 3 second after spotting a woman to speak to her. If he takes longer, then not only is the girl likely to think he’s a creep who’s been staring at her for too long, but he will start overthinking the approach, get nervous and blow it.

Slide 12: Opener An opener is prepared script used to start a conversation with a group of strangers such as: “Hey, it looks like the party’s is over here” "You look familiar, come one how do I know you?? ahhh that's right - you were in my dreams"

Slide 13: Peacocking Peacock theory is the idea that in order to attract the most desirable female, it’s necessary to stand out in a flashy and colorful way.

Slide 14: Neghits The key is to ignore the woman you desire while winning over her friends. This is accomplished through the use of neg. It is neither compliment nor insult, an accidental insult or backhanded compliment, such as: “Is that a wig? Oh..well it looks nice anyway,” “How cute..your nose wiggles when you talk! Say something again, ” “I like that skirt. I just saw a girl wearing it a few minutes ago.”

Slide 15: By creating rituals, we give people reason & justification to use the products.

Slide 16: Casual Friday by Gap A new tradition in many American corporations is changing the way we dress for work. The dress code will vary for every company, but ‘Casual Friday’ is becoming a popular trend. In general, employees will dress up in ‘business’ attire on Monday through Thursday. Then they are allowed to dress down on Fridays. Many people say that this casual trend allows employees to feel more relaxed and be more productive. It is sweeping through America and becoming very popular.

Slide 17: Coffee Ritual in Japan by Nestlé Rather than selling instant coffee to a country dedicated to tea, Nestlé created desserts for children infused with the flavor of coffee but without the caffeine. The younger generation embraced these desserts. Their first imprint of coffee was a very positive one, one they would carry throughout their lives. Through this, Nestlé gained a meaningful foothold in the Japanese market. Clotaire Rapaille - The Culture Code

Slide 18: Oreo “Twisting, Licking & Dunking” Ritual Over 490 billion OREO cookies have been sold since they were first introduced, making them the best selling cookie of the 20th century. It is most recognized by its ritual of “twisting, licking and dunking.

Slide 19: What ritual that girls have before meeting with boys?

Slide 20: Girls always use powder and lipstick anywhere & anytime!

Slide 21: And what ritual that boys have before meeting with girls?

Slide 22: Deodorant should be positioned as a ritual similar to hair styling!

Slide 23: The Ritual • style your hair • spray your body • get the girl

Slide 24: The Campaign Messages • using the ritual in every communication channel • using the brand to give courage for boys to initiate contact

Slide 25: The Campaign Purpose To meet our target market at every touch points: online portals and news destination, email, mobile, social network and online rich media. Full brand experience like no other media can deliver

Slide 26: Thank You presented by Andi S. Boediman Strategic Innovation Consultant andisboediman@gmail.com www.ideonomics.com