BOBCM: Best of Branded Content Marketing 2015 D&AD Edition
ASA Medier Workbook
1. THE
FIRM
P. 06
THE
philosophy
P. 08
Dish & That
A melting pot
of all food
enthusiasts
looking for
diverse culinary
experience
B E S P O K E
PUBLISHING
More Than Just
Storytelling
P R E SS
RELATIONS
Engage the Media,
Engage the Audience
br a nd
activation
A Personal Touch
That Goes a Long Way
Paraf
Highlighting
Indonesia’s creative
economy through
collective vision
and inspiration
Edward
Hutabarat
Exhibiting and
showing the
designer’s Batik
Journey spanning
up to 35 years
PT. ASA Medier / The Brand Profile / 2016
craftsmanship communication
Putting forth communication solutions for leading
and influential brands in the Indonesian lifestyle
landscape. Every project is approached with a spirit of
craftsmanship, giving undivided attention to each tiny
detailandcollectivelyturnitintoamasterpiece.Together
with our clients, we identify and craft the most relevant
message through Bespoke Publishing, Press Relations,
and Brand Activation services, in order to engage a well-
targeted audience, while remaining supportive of the
fundamental importance of a brand’s core values.
WORkbook
medier
ASA
www.
.com
4. ASA Medier was established with
a well-intentioned objective: to put
forth communication solutions for
leading and influential brands in
the Indonesian lifestyle landscape.
Inspired by the fact that luxury
is all about one of a kind, we
approach every project with a spirit
of craftsmanship, giving undivided
attention to each tiny detail and
collectively turn it into a masterpiece.
We believe that it is highly important
to stay true to one’s essence in
communicating a brand’s values and
message to an increasingly wider
audience nowadays. Supported with
an extensive experience in the field
as well as valuable relationships with
the industry leaders, we have worked
across a wide range of disciplines:
fashion, beauty, art, design, food,
automotive, and more.
We sit down and collaborate together
with each of our clients to identify
and craft the most relevant message
through Bespoke Publishing, Press
Relations, and Brand Activation
services, in order to engage a well-
targeted audience. We aim to be
creative and persuasive in our
approach, while simultaneously
focusing on the client’s business
objective and goals.
At its essence, communication is all
about mutual understanding—and
that is what we try to achieve.
FIRM
THE
5. A true advocate of well-crafted storytelling
and communication solutions
A believer of all platform ecosystems:
online to offline, print to digital
A stalwart of soulful creative expressions
A supporter of the fundamental importance
of a brand’s core values
A conversation starter and
an agenda setter
A constant observer of current trends
A bridge between brands and audience
PHILOSOPHY
THE
7. More Than Just Storytelling
In today’s age of information overload, it is crucial for
brands to have an engaging content that will not only
make their story told with a singularly unique voice, but
also resonant for the audience.
Through our bespoke publications, we craft beautifully
made, informative, and entertaining content in the
realms of lifestyle, art, design, fashion, gastronomy,
and more that will elevate the story of your brand
across a variety of platforms—ranging from books and
print magazines to websites and digital content.
We collaborate with some of Indonesia’s most
notable creative talents—editors, creative directors,
photographers, stylists, writers—to produce
delightful images and words that will get your
message across effectively and make your audience
even more inspired.
PUBLISHING
BESPOKE
8. Engage the Media, Engage the Audience
Our PR and publicist department stands
by the principle that good press is of the
utmost importance. We offer a press-
relations solution by helping brands
to identify their main message and
strategically deliver it to the leading names
in the current media landscape.
Through seamlessly organized and
personalized events—such as press
conference, media luncheon, and launching
event—we aim to garner and optimize
quality coverage of your brand across print,
electronic, and digital media. Our strong
media network combined with years of
experience in the PR realm will ensure to
set the coverage agenda and further engage
your audience base.
RELATIONS
PRESS
9. A Personal Touch That Goes a Long Way
For us, “activation” is not a mere marketing jargon.
Instead, it is a chance for brands to unveil their
truest and most honest side through a fascinating
and engaging way.
Integrated personal approach and attentive
dedication to quality production have become
our guiding force in producing an array of events,
such as private parties, product launches, fashion
shows, media trips, as well as intimate dinners.
Each event is aimed to bring forth your brand’s
best image to the forefront consciousness of
every industry player.
Combine this with the most covetable database
of influencers, opinion leaders, tastemakers,
celebrities, VIPs, and media contacts—and you will
have an event that will give a lasting impression
for everyone.
ACTIVATION
BRAND
11. Alvin T. & Goodrich Gallery
PHOTO: JESSE KARISSA
Venue : Alvin T. & Goodrich Gallery, Jakarta
Date : 3 December, 2014
media luncheon
In order to launch the new collaboration of furniture designer Alvin Tjitrowirjo with FASA and Jenggala and, concurrently, to
create awareness of the new flagship showroom of wallcovering company, Goodrich Gallery at Senopati, we executed a Media
Luncheon of 25 media to be introduced to the Gallery and products, tour the location and have an intimate chat with the designer.
12. www. b a z a a rfa s hi o n fe s ti va l . c o m
Date : October 2014
PHOTO:DOK. HARPER'S BAZAAR
website development
We strived to increase brand awareness of Bazaar Fashion Festival 2015 as an
“inspiring fashion presentation platform” through creative and persuasive social
media and website content. Located at JCC, we also aimed to drive traffic and
increase audience’s loyalty; we provide pre-event, live report and post event
through Instagram & twitter account and informative website content.
13. i roo Publish: January - December 2014
PHOTO:hilarius jason
As an appointed public relations agency we helped
iROO to continually engage with its customer
through creative marketing communication activities.
Communicating the brand as an “affordable high
quality” fashion brand from Taiwan, the activities
include daily updates on social media, weekly
e-newsletter, encourage product loans to media and
several events to increase public awareness.
social media content development & monthly e-newsletter
14. Venue: Ballroom, Hotel JW Marriot Jakarta
Date: 26 Maret, 2014
appreciation night and vip launch
As appointed public relations, we create appreciation night and VIP launch to introduce
and create brand awareness of James Bond 007 Ocean Royale fragrance. We conduct a
press conference for media, continued with the gala dinner and the launch of the latest
fragrance from Aroma Abadi, which also celebrated with music performances. We
expected to create long-term royalty and emotional relationship with through memorable
entertaining and sophisticated gala dinner experience.
PHOTO:rizki mashudi
J A ME S BO ND 007
Venue: Street Gallery - Pondok Indah Mall 3, Jakarta
Date: 31 March - 6 April, 2014
public launch
To gain public awareness of the newly launched James Bond 007 fragrance, we decided
to create fun, modern, adventurous public launch located at Pondok Indah Mall. Among
the exciting James Bond 007 fragrance displays, we create several remarkable activities for
public such as talk shows and interesting mini competitions.
PHOTO:takun arrosid & Fika rahma
15. 2
One cannot think well,
love well, sleep well,
if one has not dined well.
Virginia Woolf
6
Good Food Guide - Front & Back Cover.indd 2 08/05/14 11:53
Good Food Guide - Front & Back Cover.indd 1 08/05/14 11:53
pl a z a i ndone s i a Publish: may 2014
good food guide
a complete guide to
plaza indonesia gastronomy
Plaza Indonesia has numerous
restaurants with absolutely mouth-
watering cuisines from traditional
Indonesian food to Japanese.
Therefore, Plaza Indonesia together
with ASA Medier published “Good
Food Guide” book that offers a
complete gastronomical guide to
ensure people can relish their dining
experiences in Plaza Indonesia.
The book provides information
about range of restaurants in Plaza
Indonesia, its various signature dishes
and also special promo that people
can enjoy.
PHOTO:adha togi
s h i s e i do Publish: may 2014
beauty innovator shiseido professional
mini magazine
Shiseido Professional Indonesia partners with salons all
over the country with products used only at salons to
cater to customers' needs. To reach out further to their
partners, Beauty Innovator mini magazine was created
and distributed to the salon partners, providing advanced
information on the latest products and hairstyles.PHOTO:hilarius jason
16. KÉrastase Venue: Cilacap Room, The Hermitage
Hotel, Menteng, Jakarta
Date 27 October 2014
PHOTO:takun arrosid
kérastase discipline
media luncheon
As a series of Kérastase Discipline Launching
events, we gave an introduction about Kérastase
Discipline to the media through intimate media
luncheon. Media representatives were also invited
to enjoy the latest innovation of Kérastase, Kérastase
Discipline. Further than that, we aimed to create a
good relationship and beneficial partnership for
future events with the media.
17. K Érastase
Venue: Ballroom Hotel Indonesia Kempinski, Jakarta
Date: 30 October 2014
PHOTO:takun arrosid
kérastase discipline
an introdauctory preview
Held at Indonesia Kempinski’s Ballroom we present the latest innovation
of Kérastase through inspiring and memorable launching ceremony. With
the theme “Kérastase Discipline Smooth In Motion Journey”, the launching
event celebrated with music, ballet performances and the screening of
Kérastase Discipline Video Dairy featuring Izabel Jahja, Sigi Wimala and
Syagini Ratna Wulan. Through this event, we intended to establish a more
harmonious relationship with all Kérastase stakeholders, ranging from
consumers, salon owners, business partners and media.
18. KÉ rastase Venue: Railing Garden District, Level 3A, East Mall,
Grand Indonesia, Jakarta
date: 5 - 9 november, 2014
PHOTO:takun arrosid
kérastase discipline
pop up salon
We intended to introduce Kérastase
Discipline to public through the series of
activities and facilities provided at Kérastase
DisciplinePop-UpSalon.LocatedatGrand
Indonesia, this event projected for public to
feel the benefits of the series of treatments
and products from Kérastase Discipline.
19. s h o p p e 3 3 Venue : The Immigrant Dining Plaza Indonesia, Jakarta
Date : 28 August, 2014
PHOTO:fika rahma
media luncheon
SHOPPE33.com is online shopping site
offering many international fashion labels
with worldwide reputation. On August 2014,
we introduced Pre-Fall 2014 collection
through a friendly media luncheon. With
about 20 media attending, the media
luncheon followed by mini fashion show
presenting the new collection from Aquilano
Rimondi, Barbara Casasola, Designers
Remix, House of Holland, Markus Lupfer,
OSMAN, Peridot London, Sass & Bide, dan
Veronique Braquinho.
20. Date : 6 may, 2015
s h o p p e 3 3
PHOTO:
1 & 6. hilarius jason
2 & 4. Poppie Mayiesky
3. Hendra Kusuma
5. Raja Siregar
7. Ifan Hartanto
8.Andre Wiredja
1 2
3
4
Creative Content Development, Seasonal Campaign
E-magazine; SHOPPE33 Journal
E-catalogue & E-newsletter
With the significant growth of e-commerce, we helped SHOPPE33.com to increase
engagement with new customers, gain public knowledge about SHOPPE33.com brands &
collection as well as to boost the sales online. Offers designer fashion from world’s luxury
and emerging fashion labels, we create SHOPPE33 Journal as the promotional activities on
the website. SHOPPE33 Journal is an e-magazine provides knowledge about the current
trends, product information and interview session with personalities that represent the brand
DNA of SHOPPE33.COM. In addition, we create offline activities, such as media luncheon to
establish a good relationship with media.
5
6 7
8
22. paraf publish: September, 2015
PHOTO:
1. Muhammad Fadli, taken from article "Jangan berubah, sumba" page 144.
2. courtesy of jay subyakto, taken from article
"Jay subyakto: Merawat tradisi dan jati diri indonesia" page 48.
3. grego gerry, taken from article "Leonard theosabrata:
semangat self made" page 74.
4. boedi basoeki, taken from article "Merayakan seni di kota yogyakarta" page 24.
paraf magazine
A bi-annual magazine consisting of collective
vision and inspiration of Indonesia’s creative
economy movers and shakers, Paraf was launched
at Ideafest 2015. We were assigned as Publishing
Partner, responsible for editorial and content
development. The first edition puts the spotlight
on creative subjects and their strong social impact.
Paraf uncovers inspiration from photographers,
fashion designers, interior designers, architects,
start-ups, retailers, social entrepreneurs, academics,
event organizers, trending markets, social media
influencers, government officials.
1
2
3
4
23. PHOTO:takun arossid
shiseido ULTIMUNE CAMPAIGN
As the appointed public relations
agency for Shiseido Cosmetics
Indonesia to launch their latest
discovery, Ultimune, we assembled
a photoshoot with carefully selected
key opinion leaders that strongly
represent the product. For Ultimune,
a power-infusing concentrate to
restore skin’s inherent defensive
power, we chose a group of women,
including Joy Roesma, writer; Hanna
Faridl, magazine editor; Chaerany
Putri, youth activist; and Nia Dinata,
film director to accompany the
ambassador, actress Marsha Timothy
as Ultimune’s key opinion leaders.
The women delivered testimonials
for the campaign, which includes
photos, videos, Instagram videos and
posts, as well as showing the videos
during the Wonders of Beauty event
at Senayan City.
shiseido PUBLISH: October 2015
24. sh ise i do Venue: Atrium, Senayan City, jakarta
date: 14 18 October 2015
PHOTO:takun arossid
shiseido wonders of beauty
We were assigned to increase brand
awareness, re-announce the launch
of Shiseido Ultimune and drive traffic
and customer’s acquisition through
a five-day activation in the Atrium
of Senayan City. We delivered
the objectives through creative &
inspirational series of events and
strategic & beneficial partnership
with third parties, including press
conference, memorable grand
launching ceremony with musical
performances, fashion shows, live
make-over, talk shows, hair shows
and make-up shows.
25. dish & that Venue: taman bhagawan, nusa dua, bali
date: 31 october, 2015
PHOTO:boedi basoeki
beach market
In collaboration with Project Link and hellobali
magazine, Dish & That was launched in Bali,
Beach Market edition. Dish & That was created
as a weekend of fun for culinary lovers, F&B
professionals, hoteliers, food entrepreneurs,
food suppliers, chefs, families and the public to
share ideas, exchange knowledge and for casual
networking. In 2015, Dish & That Beach Market
successfully ran the 2015 hellobali Chef Wars,
amateur cooking battle, table setting competition,
pop up food markets with music performances and
Layar Tancap afternoon at Taman Bhagawan.
26. Sejauh Mata
Memandang
Venue: Alterative Public Artspace, The Goods Space,
Plaza Indonesia, jakarta
date: 27 November, 2015
PHOTO:davy linggar photography
Textile Exhibition
Born out of love for batik, Sejauh Mata Memandang, the brainchild of Chitra
Subyakto and Arya Dipa, launched its first textile exhibition in the newly-opened
AlternativePublicArtspaceatTheGoodsSpace,PlazaIndonesia.Theexhibition
also launched the label’s latest collection, drawing inspiration from algae seen
from above the air. We invited the media for a press conference and exclusive
preview in the afternoon, and influencers from the social and fashion scene in the
evening to the opening of the exhibition with over 200 guests attending.
27. published : 2015
r o c o c o
E-newsletter
For a continuing relationship with its
customers, we created a scheduled weekly
e-newsletter distribution for multibrand
fashion restailer, Rococo Group. Under
the company, fashion and lifestyle brands
such as Stuart Weitzman, Giuseppe Zanotti
and multibrand compilation under Rococo
Flagship and The Men’s Store, Rococo
Store, Rococo The Kids and Rococo Resort
including Manolo Blahnik, John Varvatos,
L.A.M.B., See by Chloe, Milly Minis,
Vilebrequin, and more have collection
updates and promotions communicated
through the newsletter to loyal customers.
Customers also receive news on in-store
promotions, including competitions, sale
seasons and special discounts.
28. bi y a n
wa n aatma d ja
Venue: Jakarta Courtyard,
The Dharmawangsa Hotel Jakarta
Date: 8 january, 2015
book launching
As a prelude to Biyan’s 30th anniversary, Biyan launched its Biyan book. Prior to the grand launching, we executed Press Conference where
we invited around 60 medias to come and witness how special Biyan Book is. Published by Rizzoli and Marc Ascoli as the editor, the grand
launching of Biyan Book followed by a mini fashion show, book-signing by Biyan and guests can enjoy dinner at The Dharmawangsa Jakarta.
PHOTO:DAVY LINGGAR PHOTOGRAPHY
29. davy l ingg ar
Venue: The Papilion Kemang, Jakarta
Date: 17 January - 17 February, 2015
PHOTO:DAVY LINGGAR PHOTOGRAPHY
'film' photo exhibition
On January 2015, noted Indonesian photographer, Davy
Linggar returns with his photography exhibition aptly titled
“FILM”. Using the old-scool Large Format film camera, the
photographs were capturing the personal life, creative
space and process of 17 important artists in Indonesia.
Located at Papilion Kemang, we were assigned to arrange
the press conference of the exhibition and followed by
exclusive preview in the evening.
30. i w a n t i rt a
Venue: Ballroom Fairmont Hotel, Jakarta
Date: 27 April, 2015
private collection
fashion show "dewaraja -
runway collection 2015"
Through Iwan Tirta Private Collection, the
commitment and reputation of its Founder went on and
were evident in the presentation of couture collection
through Dewaraja Runway Collection 2015. The concept of
Dewaraja means the ultimate spiritual achievement. Through
the fashion show, exquisite collection of men and women's
batik pieces were presented inside the the grand ballroom of
Fairmont Jakarta. Over 70 media officials were present to witness
the extravagant show and the press conference prior to the show.
PHOTO:aditya arnoldi
31. ja g u a r l a n d r o v er Venue : jaguar land rover south jakarta
Date : 6 may, 2015
PHOTO:takun arrosid & Fika rahma
the grand opening of
jaguar land rover south jakarta
As the largest Jaguar and Land Rover showroom in Southeast Asia, the
Jaguar Land Rover South Jakarta facility officially opened with a celebration.
Appointed as the event conceptor and organizer, we decorated eight
assigned spaces for eight different vehicles within the facility to highlight
each vehicle’s characters and features, invited harpist and social influencer,
Mesty Ariotedjo to perform and host the celebration, and DJ Glen Nanlohy
to close the event with smooth tunes. Champagne toast by the British
Ambassador to Indonesia officiated the grand opening.
33. EDWARD HU TABARAT Venue: Nusantara Ballroom & Segara Ballroom,
The Dharmawangsa Jakarta
Date: 14 January, 2016
PHOTO:davy linggar photography
Batik Exhibition
and Annual Fashion Show
To commemmorate the seasoned
designer’s 35-year journey, Edward
Hutabarat collaborated with The
Dharmawangsa Jakarta to create a
batik exhibition and fashion show,
presenting his collection of batik
fabric through the exhibition and latest
ready-to-wear pieces on the runway.
We conducted a press conference
prior to the show and opened the
exhibition earlier exclusively for the
members of the press. In the evening,
the press joined over 400 guests to
witness the runway show consisting
of batik kimonos for men and
gowns, dresses, tops and bottoms
for women. Guests were led down
the hallway to the exhibition space,
conitnuing inside the main area for
the fashion show, ending at the dining
area where Edward Hutabarat’s
collections of traditional woven
baskets were displayed.
34. B J B P R E C I O U S publish: FEBRUARY, 2016
PHOTO:
1. IFAN HARTANTO
2. PUTRI ANINDYA
3. RYAN ALDO
4. DOK. TAN TIK LAM
1
bjb precious magazine
As a part of BJB Bank, one of the biggest
banks in Indonesia, BJB Precious is here to
accommodate the needs of their precious
customers with the best and exclusive
services. Not solely providing the financial
products and services, BJB Precious
Magazine distributed regularly every three
months to the customers as the commitment
to give the maximum services. Appointed as
theeditorialteamforBJBPreciousmagazine,
the magazine provides information about
current trends on lifestyle and interesting
point of view about current financial news.
4
3
2
35. S H I S E I DO Venue : The Papilion, Jl. Kemang Raya No. 45AA, Jakarta SELATAN
Date : 3 may, 2016
Irresistible Lucent
Launch of The New Shiseido White Lucent
In order to launch the new Shiseido White Lucent product series, we executed two different activities
to increase the awareness of the products. In a beautifully decorated room, we gathered with 27
media for an exclusive media luncheon that followed by bloggers gathering with 16 Jakarta’s notable
fashion and beauty bloggers in the evening. We introduced the new Shiseido White Lucent products
through interesting, detailed presentation and continued by having them testing the products. We also
assembled an entertaining Sakura water painting activity for a remarkable experience with Shiseido.
36. C l é d e P ea u B ea u té
Venue: Glow Living Beauty & La moda
Plaza Indonesia 1st
Floor, Jl. M.H. Thamrin Kav. 28-30, Jakarta Pusat
Date: 25 may, 2016
La Créme launch, glow counter opening & Media Luncheon
Born to provide women to unlock a new world of beauty, Clé de Peau Beauté opened its new store in Glow
Living Beauty, Plaza Indonesia. ASA Medier was in charge of helping Clé de Peau Beauté to execute the
remarkableopeningevent,fromcuttingribbonceremonytoenthusingin-storeprograms,suchasfreemakeover
and nail art. In addition, we also invited 10 prominent media to celebrate the new store opening as well as
to introduce their newly re-launched anti aging product, La Crème, through intimate media luncheon that
continued by exciting calligraphy workshop activity for an unforgettable experience with Clé de Peau Beauté.
37. EDWARD HU TAB ARAT
Venue: Main Atrium 1st
Floor Senayan City
Date: 15-25 august, 2016
glorify indonesia
CelebratingIndonesia’sindependence
day by introducing Indonesia’s culture
and civilization through the journey
of Edward Hutabarat in his endeavor
with batik in a creative presentation
that is valuable to the global society.
Edward Hutabarat “Batik Journey”
was held in Senayan City to receive
Infinite Awards 2016. Edward
Hutabarat “Batik Journey” program
is expected to inspire the younger
generation to further appreciate
culture and civilization through ways
that are relevant and sustainable. We
conducted the Press Conference
and also the fashion show which is
attended by more than 350 guests.
38. jo l ie c l othi n g
Venue: jolie boutique, plaza indonesia level 4
Date: 8 september, 2016
Jakarta flagship store opening
& latest collection 2016 private preview
As appointed public relations, we create Jolie Boutique launch
to introduce and create brand awareness of Jolie Clothing.
Communicating the brand as an “affordable luxury” fashion brand
from Indonesia. We conduct a fun preview and pre-shopping only
for media and bloggers, with high tea style. We expected to create
long-term loyalty by encourage product give-away to bloggers, so
they can spread the awareness through their social media.
39. v ilebrequin
Venue: Outdoor Terrace & Pool - Mandarin Oriental Jakarta
Date: 19 october, 2016
in the mood for st-tropez
Media Sunset and Cocktail Session
We were assigned to increase Vilebrequin’s brand
awareness as the luxurious men, women, and
children swimwear brand through creative and
persuasive media program. As one of the prestigious
brand in ROCOCO Group, this St. Tropez-born luxury
swimwear brand that has gone global and become an
inspiration for the past 45 years. Timeless “art de vivre”
pieces of swimwear, ready-to-wear, and accessories
for the whole family for holidays and weekends. We
bring the St. Tropez to Indonesia by the Mandarin
Oriental Pool, with the provencal market as well, so
Media can feel the tropical vibes in fashion.
40. Boedi Basoeki is a seasoned media and
communication professional well known for
his influential involvements in the Indonesian
lifestyle publishing industry.
Previously, he spent more than 12 years in
various management and editorial roles at
renowned magazines in Indonesia, including
at franchise titles such as Harper’s Bazaar,
Esquire, and Marie Claire. He was also
the Editor-at-Large at CLARA Indonesia,
propelling the local fashion title to the media
forefront by spearheading the magazine’s
editorial direction and leading its business
development strategy.
Boedi believes that, to stay relevant,
brands must keep up with an even more
knowledgeable and rapidly changing audience
in this digital age. It is integral for a brand
to speak in accordance with its core values
as well as understand the behavior of its
audience. This way, each communication
element can have an emotional connection
that will propel the brand forward.
His extensive experience in the media and
communication industry is a leading testament
to his drive in continuously improving the
landscape of lifestyle businesses in Indonesia.
Now as the principal of ASA Medier, he is
armed with a vision to take this endeavor to
the next level by bringing together the best
clients and talents into his communication
agency. He believes that by bringing
together the best clients and talents into
his communication agency, he can create a
beneficial and harmonious relationship among
a diverse variety of players in the industry.
principal
the
TheteamatASAMedierconsistsof
young and creative minds who are
passionate about being involved in
the lifestyle industry. With diverse
experience in journalism, fashion
business, e-commerce, marketing,
publishing, public relations and
event management, the team
contribute to one another's work,
resulting in a harmonious working
environment, supporting out-of-
the-box inspiration and artistry.
TEAM
the
42. For more updates:
@ASAMedier
T . +6221 7179 3764
F. +6221 7179 3764
E. info@asamedier.com
PT. ASA Medier Plaza Bisnis I, 1st
Floor, Unit 112
Jl. Kemang Raya No. 2
Jakarta 12730
