Our entry for AdWar Advertising Campaign Competition by Pekan Komunikasi UI 2014. I'm more than happy that this project brings me to be the top 5 finalist. Judges: Anantya Van Bronckhorst (CEO of Think.Web), Ridward Ongsano (Associate Creative Director, Ogilvy & Mather Indonesia), Kevin Timothy Oei (Associate Creative Director, Pantarei Communications), Daniel Siswandi (Head of Strategy, JWT Indonesia), and Feddy Goenawan (Creative Group Head, Bates CHI). James Hezekiah Laras Anggraini

1. Joy Tea Mobile
Marketing Campaign

2. “I don’t believe that
stress-free life is
possible.
Stress is a response of
challenge in life, but a
life without challenge
is boring.”
INSIGHT

3. They check e-mail while opening many
browser tabs, reading blogs, and news. They
watch youtube while getting works done and
plan the day while doing works, and so on.

4. IT’S CALLED MULTI –TASKING:
the art of messing up several things at once.
it’s also a source of anxiety because they are
worried that we should be doing more and
doing something else.

5. PRODUCT
TRUTH
Joy Tea is a green
tea drink that gives
a little break with
peace and calmness.

6. There’s a peace in just doing one
thing and letting go everything else.
IDEA

7. STRATEGY
1. pre-engagement
2. engagement
3. post-engagement

8. PRE-ENGAGEMENT

9. FIRST,
we’d like to create a buzz about busy lifestyle by
encouraging people to mention their friends who
are freaking busy with #CiyeSibuk. We also use
some key opinion leader to generate the buzz.

10. The buzz will be getting more, more, and more.

11. ENGAGEMENT

12. THEN,
we offer them a solution through Joy Tea mobile
called Single Taske. It helps them find the peace
in doing one thing at a time

13. User can sign up with
facebook or twitter,
pick username, and
upload profile
picture.

14. After that, they can
only choose one
important thing to do
at the moment.

15. Yes, only one
important thing.

16. They can choose the
duration. Research
proves that people
can only focus
maximum for 60
mins.

18. Users can’t access
any social network
and instant
messaging.
There would be auto-
reply answer. “Hey,
I’m busy doing my
work. I’ll talk to you
later.”
“

20. While users do their
stuff, there would be
some little breaks to
keep them focus and
calm.

23. POST-ENGAGEMENT

24. TO MAKETHEM GROW,
we encourage users to influence the others with
sharing and recommendation feature. They can
show off about what they’ve been done and
recommend this application to their busiest
friend.

26. Therefore, Joy Tea can bring calmness to
adolescent by helping them doing one thing at
a time. People would aware Joy Tea as the
green tea drink that brings calmness and
peace.