Tugas Akhir Creative Advertising 2019, by Jessica Celia.

1. I N I T I AT I V E C A M PA I G N P R O P O S A L
2 7 / 0 6 / 2 0 1 9

2. THE BRIEF
3-in-1 Effortless Velvet
Multi Lipblush has low
sales performance, against
the over-saturated lip
products market.

3. OVER-SATURATED
LIP PRODUCTS MARKET
THE
LET’S DIVE DEEPER ABOUT
Lip products in Indonesia recorded the
largest contribution to colour cosmetics.
(Euromonitor, 2018)

4. HOW IS THE LIP PRODUCTS MARKET TRENDS?
Jakpat stated that matte liquid
lipstick and matte lipstick are two
most chosen lip products.
(Jakpat, 2018)
Based on survey data, the least
favourited lip product is multi-
functional lip crayon.
(Personal Survey, 2019)

5. WHEN THEY WERE ASKED ABOUT
MULTI-FUNCTIONAL LIP CRAYON.
“Belum pernah
coba lip crayon.”
“Gak punya, gak
tertarik beli.”
“Pernah coba, tapi
hasilnya bolong-bolong.”
“Gak tau yang
bagus merk apa.”
“Belum pernah
denger lip crayon.”

6. Consumer is all over matte lip cream trend.
It’s not that they don’t want to buy
Effortless 3-in-1 Velvet Multi Lipblush,
but lip crayon category is still seem
unattractive to them, and there are
not many big players in the category.

7. THE
CHALLENGE
Own the 3-in-1 lip
crayon category.
Make the matte lip
cream and matte
lipstick users switch to
try 3-in-1 lip crayon.
As one of the pioneers
of 3-in-1 lip crayon,

8. Mature Youth
High Price
Low Price
MARKET POSITIONING OF LIP CRAYON

9. Brand Image:
Youthful, edgy,
explorative.
Brand Role:
Democratising beauty
to everyone.
Effortless 3-in-1
Velvet Multi Lipblush
Rp 99.000
Experience:
Bold-velvet look.
Brand Image:
Exclusive, intense,
international.
Brand Role:
Taking over
beauty rules.
Color Stick Matte
Crayon
Rp 99.000
Experience:
Bold-matte look.
BEAUTY BEYOND RULES
Brand Image:
Elegant, feminine,
minimalist.
Brand Role:
Elevating beauty on
every level.
3-in-1 Multistick
Crayon
Rp 89.000
Experience:
Soft-powdery look
BEAUTY IS A FUCKING RIGHT MAKING BEAUTY BETTER

10. PRODUCT’S
TRUTH
3-in-1 Effortless Velvet Lipblush
is the most pigmented and
easiest to blend lip crayon for
lips, eyelid, and cheek.
COMPARED TO OUR DIRECT COMPETITORS,

11. COMMUNICATION
TASK
Deliver Effortless 3-in-1
Velvet Multi Lipblush’s
USP that resonates the
most with the target’s
needs and aspiration.

12. WHO WE ARE TALKING TO
WHO WE ARE TALKING TO
WHO WE ARE TALKING TO
WHO WE ARE TALKING TO

13. Female, age 18-24,
SES BC. College
student & first
jobber.
TARGET
AUDIENCE

14. Early
Teens
Late
Teens
Young
Adult
Young
Professional
16-19
years old
20-24
years old
25-29
years old
12-15
years old
YOUTH MAKEUP STAGES
Sneaking their
mother’s makeup
off to use makeup
for the first time.
Saving up
money to try
buying makeup
on their own.
Exploring
different
makeup
products/style.
Already have their
go-to-makeup look
that fits them the
best.
MAKEUP EXPLORER

15. (Facebook, 2017)
Trend followers, but
constantly trying out
new products as their
personal entertainment
to find out what style
works best for them.
Beauty is
their
playground.

16. Emerging
Adulthood
Actually beauty is not the only
thing they’re still figuring out,
they are also clueless of what they
should be doing in career, is the
passion they’re having now can
make them successful person?
Second Waves Millennials
(18-26 years old).

17. Standing out is
the new fitting in.
Not seeking perfection and not trying to fit into a
particular box is prominent in Gen Z’s identity.
94%
generation Z who
said “being true to
myself” is important.
80%
finds expressing
themselves creatively
is important.
(CMI Online, 2015)

18. Facing
Judgemental
Society.
Social media is the main reason why
self-actualisation is very important to
them. Sometimes, showing the world
that “I am great” is much more
important than “being great” itself.

19. THEY WANT TO CREATE THEIR OWN UNIQUE
CHARACTER TO STAND OUT AMONG THEIR
PEER GROUP, WHILE DEEP DOWN THEY’RE
COMPLETELY CLUELESS ABOUT THE
ADULTHOOD THEY’RE FACING.
KEY INSIGHT

20. How does Mad for Makeup create a
meaningful role in their life rather
than just a makeup tools?

21. Product’s
Truth
Consumer’s
Tension
STRATEGIC DIRECTION
Mad for Makeup inspires them to
madly expressing themselves.
the most pigmented
and easiest to blend
lip crayon for lips,
eyelid, and cheek.
I want to stand out by
expressing my
authentic self
creatively.

22. STRATEGIC DIRECTION
Mad for Makeup inspires them to
madly expressing
themselves.

23. WHAT IF
You can live a life without any FEAR.

24. WHAT IF
SELF-DOUBT.You can live a life without any

25. WHAT IF
HESITATION.You can live a life without any

26. WHAT
WOULD
YOU DO
IF YOU’RE
NOT
AFRAID?

27. “I’ll speak up more in
my workplace about
my ideas.”

28. “I’ll quit my job
and start my
dream
business.”

29. “Greet my crush
and start a
conversation!”

30. THEN LET’S
CHANGE THE
GAME

31. LET’S
To always believe and act on our madness spirit, which will
lead to unlock many possibilities. Take chances, no regrets.

32. Can you imagine waking up everyday feeling inspired, knowing you are
ready to fight madly for what you believe in without worrying what if you fail?
Or what if your dream is too mad? What if someone hates your work?
What if your passion is not right? What if you’re not good enough? What If..?
What if..? What if..?
Your doubts shouldn’t scare you.
You should be scared, if you think it’s true. It is not. It’s just voices.
Because “Live Madly” is the only spirit you should live with. The belief of if
one’s truly, madly, deeply fighting for what they believe in, the whole
universe will conspire to make it comes true.
So don’t ask if your dreams are too mad.
Ask if you’re mad enough to earn it.
Be a Rebel.
Be Dare to #LiveMadly.
LIVE MADLY MANIFESTO

33. with a lot of
energy and
enthusiasm;
We cheered madly as
the team came out
onto the field.
enthusiastically
and with great
interest;
She says she’s madly in
love with him.

34. BRAND SPIRITFUNCTIONAL
Taken from the word “Mad” from
Mad for Makeup itself, we bring the
brand spirit to every communication,
to inspire enthusiasm and great
energy to what we’re doing.
Live is a big word, it’s about
our makeup, our fashion, our
decision, our passion, it’s
every personal choice we
make that define who we are.

35. Effortless 3-in-1 Multi
Velvet Lipblush
WITH

36. Better Blender
Effortless 3-in-1 Multi
Velvet Lipblush
Incredibrow
Brow Enhancer
Better Oval Brush
Brush & Blender
Cleanser
WITH

37. How will
we bring
this idea
to life?

38. PHASE 1
Make
them
aware.
Create a video manifesto on
Instagram to make them
aware about the #LiveMadly
spirit that lives in every rebel.

39. THE STORY TO TELL
It’s about fighting the worst enemy
that lives in our darkest self.
It’s called self-doubt, hesitation, fear.
It’s how the battle of finding one’s
true self is worth fighting madly.

40. REFERENCES

41. Key Visual 1
Fashion Designer

42. Key Visual 2
Book Writer

43. Key Visual 3
Illustrator

44. Microsite

48. Video
Teaser

49. Full
Video

51. PHASE 2
Engage
with
them.

52. Share
your
worst
doubt.

57. Live
Madly
Kits

58. Product
Usage
Video

59. PHASE 3
Get
in
touch.

64. THANK YOU,
CREATIVE ADVERTISING.
BEST REGARD,
Jessica Celia, S.Sn.
BINUS UNIVERSITY, 2019

65. Jessica Celia
She sees herself as a self-proclaimed strategic driven creative. She’s a constantly work-
in-progress, always evolving. Having too many interest all at once, she’s a true generalist,
a master of none. But that’s what she believes of how a great creative should be, a living
wikipedia who can produce creative solutions from vary approaches.
EDUCATION
WORKING EXPERIENCE
Junior Art Director Intern at Hakuhodo Indonesia2018
Junior Art Director Intern at MullenLowe Group Indonesia2018
Junior Strategist Intern at Flock Creative Network2018
Junior Creative at Mirum Agency2019
BINUS University, Creative Advertising, S1 Sarjana Seni (GPA 3.56)2015 - 2019
HONOR & AWARDS
Gold Winner of BG Awards Citra Pariwara 20182018
CV

66. CV
PERSONAL INFORMATION
jessscelia@gmail.comEmail
087882790016Phone
March 17th 1997Date of Birth
behance.net/jessicaceliaPortfolio
CORE COMPETENCIES
Graphic Design
Strategic Planning
Ideation & Art Direction
ORGANIZAION EXPERIENCE
Koordinator Acara at Plaza Desain 20182018
Editor in Chief at Titik Dua 20182018
External Relation Officer at HIMDKV BINUS 20172017
Social Media Director at Makrab DKV 20172017