This document presents a digital pitch deck for Auto2000 to revamp their social media strategies and represent their position as the market leader. It outlines objectives to strengthen brand engagement and loyalty. The target audience is male and female Indonesians aged 19-35 who are tech savvy, interested in automotive and digital. The unique selling point highlighted is Auto2000 being the biggest Toyota dealer providing complete after-sales services. Various campaign ideas are proposed to position Auto2000 as a category challenger, including the "Connect the Powerful Service" campaign using the hashtag #AutoPuas across social media channels with always-on content to feel connected to Auto2000's services.

1. March 2021
DIGITAL PITCH DECK
The Powerful
AUTO2000

2. Revisiting
The Brief
Social media growth
revamp, represent
business position as
the market leader
BACKGROUND
Strengthen engagement
strategies for increased
brand loyalty.
OBJECTIVE
Male/Female,
19-35 years old,
tech savvy, automotive
enthusiast, digital
interest
TARGET
AUDIENCE
The biggest Toyota
Dealer Car in Indonesia
that give a complete
after sales services
UNIQUE
SELLING POINT
01

3. 02
the brand commonly known as a network of sales from service to supply of spare
parts of Toyota, and now keep moving forward to start leading the digital
transformation of VSPBP in Indonesia.
Auto2000 positioning
in the car dealer category
The Problem

4. Let's be a category challenger
as a accomplished brand
that give the
The Goal
first-rate
services in the industry

5. Auto2000 is the only Toyota dealer
that give fully digital experiences
form end-to-end services through
various channel and platforms with
unlimited business services.
Point of Difference
04

6. The point of difference
has been translated in the
communication

7. One connected app that
integrated with all services
Auto2000
Digiroom
06
Hassle free,
easy way to get everything
for your car needs.

8. 07
The message has been beautifully captured
across channel and activities
In 2019, Auto2000 has winning The Best Toyota Dealer People Contest

9. 08
Some consumers have started
connected and live up to it.

10. BUT ARE THESE ENOUGH
FOR AUTO2000 TO BE
A CATEGORY CHALLENGER?

11. The 20/4/10 rule
We can apply the rules
as the proposition for market penetration
in the campaign journey on a daily basis activities
This means,
applies when it comes to car
business models.
for the record,
we'll be competing with other brands.
10

12. car brands allow you to focus on the details
20% of followers eager to loves
this kind of content organically

13. dealer brands allow you to be bold outspoken
4 from 5 people willing to read conveyed brand message

14. sometimes dealer brands follow trends & show the excitement

15. and online used car marketplace starting
to set their strategy to compete
with car dealers
±10% increase every year sales numbers
of used cars in Indonesia*
*Source : Indonesia Used Car Market Outlook to 2023, Ken Research

16. WE WANT AUTO2000
TO LET CONSUMERS FEEL
THE POWERFUL SERVICE

17. sometimes we thought we can fix anything
But other times, we realize we have
no idea to fix things up.

18. shift the fix definition
fix doesn't have
to be solve anything
by yourself
The Strategy
fix can be
another way to
connecting a solution

19. The Idea
Product Offer
Connecting
The Dots
Brand Positioning Consumer Truth
Easy to access,
hassle free
enhances a swiftly
way that people look
for nowadays
People needs
a complete service
to quick solve their
daily issues
A powerful service
form end to end
experience

20. .
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SO LET'S MAKE
OUR DAILY NEED AND ACTIVITY
MORE CONNECTED WITH AUTO2000
HERE'S HOW

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m
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FEEL
CONNECTED
CAR REPAIRS

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=
m
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FEEL
CONNECTED
NEW CAR

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m
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FEEL
CONNECTED
PROTECTION

24. Campaign Idea:
CONNECT
THE POWERFUL SERVICE
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25. Campaign Expression:
#AutoPuas
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26. How Will The Campaign Unroll?
Invite people to
manifest their
AutoPuas version
Amplify AutoPuas
as a unique values
proposition
Always on
AutoPuas in every
digital channels

27. Auto Puas.
Introducing 'AutoPuas' campaign through social media,
using engaging content and 10 second videos.
Share Message Story:
Saya,di Auto2000
1 • INVITING

28. Habis servis
mobil di Auto2000,
Auto Puas!
Panggil Montir
ke rumah via THS,
Auto Puas!
Ganti Oli Bulanan
di Auto2000,
Auto Puas!
Cari Aksesoris Mobil
lewat Digiroom,
Auto Puas!
Beli Mobil Baru
via Digiroom,
Auto Puas!

29. A carousell post and entertaining 10-second video
that shows the problem we face in a daily life and
how AutoPuas as The Powerful Service can fixed it.
CHANNEL | INSTAGRAM, FACEBOOK | TOTAL 8 POST MONTHLY
Bingung Cari Aksesoris Mobil?, akses Digiroom,
Auto Puas.
Weekend Ga Sempet Servis Mobil, panggil THS,
Auto Puas.
Cek Emisi Kendaraan Yuk! bareng Auto200,
Auto Puas.
Bingung Pilih Perlindungan Mobil Terbaik
Join AutoFamily, Auto Puas
Copy Reference
See and Share AutoPuas on 10 Second

30. IG Feed Video Treatment
AutoPuas on 10 Second Video
vo: cari mobil baru
ga pakai ribet, langsung klik
vo: datengin Auto2000,
dapat layanan penuh
vo: siap jalan - jalan,
AutoPuas!

31. copy: Tahun 2021 sudah
waktunya ganti mobil baru,
Tapi beli dimana yaa?
copy: Datang ke Auto2000,
Pilih mobilnya, Dapat
layanan penuh!
copy: Mobil terproteksi,
Siap jalan - jalan,
AutoPuas!
IG Photo Carousell Treatment
See and Share AutoPuas on 10 Second
Mobil Baru?
Ganti
tinggal datang
tim Auto2000
langsung dibantu

32. Using instagram story template, we invite audiences
to share their own story about AutoPuas experiences
from Auto2000, we repost it after. We can give
rewards for a good story and shared moment
from them
Engaging the Story (Instagram Story Content Treatment)
CHANNEL | IG STORY TOTAL 8 RE-POST MONTHLY
Habis servis
mobil di Auto2000,
Auto Puas!
Ganti Oli Bulanan
di Auto2000,
Auto Puas!
Ceritain yuk
pengalaman kamu
bareng Auto2000
__________________
__________________
__________________
__________,

33. On Tiktok,
We will use different
approach and
create the content
as fun as ongoing trend
and things most people
talk about.
Engaging the Story (Tiktok Video Content Treatment)
CHANNEL | TIKTOK TOTAL
3 POST MONTHLY
Gue baru aja servis
bulanan di Auto2000,
Auto Puas!
Beli mobil dapat
pelayanan terbaik
di Auto2000,
Auto Puas!

34. 2 • AMPLIFICATION
Know Their Needs
Discover and get closer with consumers
Engage Audiences

35. Design Your
Future Dream Car
#KilkDigiroom
INSTAGRAM
Share Your Emission
Test Moment
#AutoUjiEmisi
INSTAGRAM & TIKTOK
My Family Best
Moment
#KitaAutoFamily
INSTAGRAM
Wah gue baru aja, ikutan
#AutoUjiEmisi bareng @auto2000id yuk ikutan
Guys, ini momen gue bareng
keluarga gue pas liburan kemarin.
#KitaAutoFamily
Digital Activations - Get Your 2000 Reward
The 101
Car Maintenance
#BongkarDiRumah
TIKTOK

36. Customer sign up via website, choose selected dates and location
Customer take a photo or video at the event and upload it to their
account, Instagram (for photo) or Tiktok (for video)
Share their story or review using hastag #AutoUjiEmisi #AutoPuas
Lucky winner will get a chance to win Free Car Service for 6 month
Follow @auto2000id channel both IG & Tiktok is a must
TASK:
Share Your Emission Test Moment, Join The Community!
HASTAG:
#AutoUjiEmisi #AutoPuas
MECHANISM:
1.
2.
3.
4.
5.
Note: This campaign need a collaboration with Auto2000 Branches to
encourage a customer to post their moment.
PERIOD:
April - June
Digital Activation - #AutoPuas #AutoUjiEmisi
UJIEMISI
UJIEMISI
BARENG
BARENG
AUTO2000
AUTO2000
CHECK!
CHECK!
#AUTOUJIEMISI
#AUTOUJIEMISI

37. Digital Activation - #AutoPuas #KlikDigiroom
Customer download the app and sign up
Design their car color, scenery and create
a unique tagline to inspire everyone
share on Instagram story
Prizes are car accessories and gadget
Follow @auto2000id Instagram is a must
TASK:
Design Your Own Car, Spread Love and Peace
HASTAG:
#KlikDigiroom #AutoPuas
MECHANISM:
1.
2.
3.
4.
5.
PERIOD:
Auguest - October
CHANNEL:
Instagram & Tiktok

38. Digital Activation - #AutoPuas #BongkarDiRumah
Audience take a video series of their own 101 tutorial or tips on how to
maintenance their car at home, also they have to use Auto2000 Toyota
Home Service and share the experience too
The material will be uploaded on their Tiktok account
Winner will get a chance to win Car Accessories, Car Service and Gadget
Follow @auto2000id channel both IG & Tiktok is a must
TASK:
The 101 Car Maintenance with Auto2000
HASTAG:
#BongkarDiRumah #AutoPuas #My101Tips
MECHANISM:
1.
2.
3.
4.
PERIOD
November - January
CHANNEL:
Tiktok

39. Digital Activation - #AutoPuas #KitaAutoFamily
Customer take a photo or video of their precious moment with family and
upload it to their Instagram account
Customer share a story and tell how Auto2000 products impact to their
precious moment in a daily life
Lucky winner will get a chance to win a trip to Karimun Jawa Island
Follow @auto2000id channel both Facebook, Instagram & Tiktok is a must
TASK:
My Family Best Moment
HASTAG:
#KitaAutoFamily #AutoPuas
MECHANISM:
1.
2.
3.
4.
PERIOD
January - March
CHANNEL:
Instagram

40. meet Anya Geraldine, well-known as selebgram
followed by 8.2 million active users on Instagram.
Anya is very active in the YouTube channel,
whether as a guest or host in the talkshow. She is
fun and always interesting that make the audience
always curious about the topics she will talk about.
#
D
i
M
o
n
t
i
r
i
n
A
n
y
a
#AutoDimontirin
#
S
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r
v
i
s
B
a
r
e
n
g
R
i
c
h
o
Richo Kyle, an Indonesian actor that active in
cycle sport, travelling and also NGO movement
in Bali. With active followers 1 million on
Instagram, Richo is likeable person as a public
figure and also a friendly guy that know how to
explain small details when He tells a story on
some talkshow content he had.
THS
Car Service
Digiroom
PLATFORM
Youtube Channel
TYPE
8 Episode
Content Series
Bi-weekly
THEME
PERIOD
July - September

41. Top post
in Generic
Hastag
FOR EVERY CAMPAIGN
#UJIEMISI for Auto Uji Emisi
#TOYOTAINDONESIA for Klik Digiroom
#SERVISMOBIL for Bongkar Dirumah
#MOBILKELUARGA for Kita Auto Family

42. 3• ALWAYS ON
11
Always Connected.
Represents a marketing strategy centered around consistent
audience engagement and messaging the campaign
Always On,

43. Sho
Showcasing the powerful
services message in a fun
way using interactives &
gamification contents.
Type Content:
Quizzes, Puzzle,
Giveaway,
Riding the waves, Tiktok
Dance, Tiktok Filter
ENJOYMENT KNOWLEDGE CONVINCE
Content Pillars
Highlighting the
esssentials from product
through educational
content
Type Content:
Fact, Infographic, Specs,
Webinar, AutoPos, Tanya
Bengkel, Ngovi, Service
Information, Store Visit
Leveraging content to
support sales as they
facilitate the buyer's
progression
Type Content:
Sales, Promotion, Big Day,
Announcement, Event

44. Mock-up Instagram Content
Quizzes
Mock-up Instagram Content
Riding The Wave
Mock-up Instagram Content
Event

45. Caption:
Musim hujan sudah datang,
Kira-kira langkah tepat apa ya
kalau mobil AutoFamily
terendam banjir?
Kamu bisa lakukan pengecekan
pada ECU lalu Periksa Altenator
nya dan pastikan kondisi filter
udara
Jika masih belum bisa,
AutoFamily jangan panik, ya!
AstraWorld sudah
mempersiapkan ERA
(Emergency Road Assistance)
khusus mobil Toyota yang
mengalami situasi atau kendala
darurat pada mesin
Kamu bisa langsung hubungi di
123-456-789. Yuk, disimpan!
Caption:
Rilisan terbaru udah siap diadu
nih, Autofamily! Siap siap
tanggal mainnya ya
Kalo disuruh pilih kamu team
Innova Plakat atau Innova
Halfmoon?
Kasih jawaban nya dibawah
beserta alasannya ya!
Caption:
Sudah pada tahu belum kalau Uji
Emisi sekarang diwajibkan
pemerintah?
Gubenur DKI Jakarta
mengeluarkan peraturan resmi
lho, kalau Uji Emisi harus
dlakukan minimal 1 kali dalam
setahun untuk kendaraan
bermotor berusia diatas 3 tahun
Nah, Auto2000 mempunyai
program #AutoUjiEmisi yang
bisa kamu ikuti secara gratis di
beberapa bengkel kita.
Eits ada hadiah nya juga lho buat
AutoFamily yang share
pengalaman #AutoUjiEmisi nya.
Jangan sampai ketinggala, ya!

46. an ideation to revamp the look

47. let's take a closer look how powerful the new look
Sho
The strong dynamic capital letters as seen in the cover provide a sharp state of feature (or news) that want to be highlighted
Bold and solid form with thick outline element give a feeling of authority, while maintaining a sense of modernity
The top brand logo shift to closing post, bigger than before, and the Digiroom visual placed to direct people to download the App
cover post closing post

48. let's take a closer look how powerful the new look
Sho
The strong dynamic capital letters as seen in the cover provide a sharp state of feature (or news) that want to be highlighted
Bold and solid form with thick outline element give a feeling of authority, while maintaining a sense of modernity
The top brand logo shift to closing post, bigger than before, and the Digiroom visual placed to direct people to download the App
cover post closing post

49. Tiktok Content Reference
Dance
Enjoyment
Tiktok Content Reference
Service Information
Knowledge
Tiktok Content Reference
Product Review
Convince

50. Other Tiktok Content References
Tiktok Filter Tips & Trick Store Visit Buyer's Guide

51. Always On Tiktok
To optimizing our channel on Tiktok,
We collaborate with selected content creator. They will
deliver the message using a way of people enjoy the fun
content nowadays.

52. as the Powerful Service brand
Elevating
our
message
Add a sub top post guarantee for each campaign, using
generic hashtag to boost campaign organically
Dedicated social media admin to handle any conversation or
issue raise for Auto2000 (for example: TNI, Gojek, Grab, to
humanize their brand, they tap into daily issue or
conversation to ride the wave)
Maximize potential user click to meet KPI, across all
Auto2000 channels (Instagram, Facebook and Youtube).
Maximize potential user click to Digiroom app
Editorial plan will be shared two weeks before it is locked
and ready to publish on social media. However, if there is
adjustment or additional post likely Riding the Wave content
we are very open for it to meet the public attention.
Youtube SEO to generate organic traffic
1.
2.
3.
4.
5.
6.

53. Visual Asset and Guidelines
Represent Auto2000 itself that shows the
business ecosystem as a trustworthy company
has over 61 years experience.
Make people connected,
feel the powerful services delight.
Red symbolizes an action,
passionate & energy.
color tone
font
We mix between regular style font and dynamic style font to
showcasing new and fresh look in every content produced.

54. Phase
Task
Comm
Role
Asset
KPI
Instagram
Facebook
Twitter
Tiktok
Invitation
Introduce AutoPuas
Campaign
Stretching the powerful
service dimension to
create relevancy
Reach & Recall
Instagram
Tiktok
Amplification
Audiences
Engagement
Digital activations
to immerse consumers
Captivate Market
Instagram
Facebook
Twitter
Tiktok
Always On
Campaign Message
Manifesto
Educate consumers and
lead them to make a
purchases
Purchase
ALL ACTIVITIES WILL LEAD CONSUMERS TO FOLLOW ALL CHANNEL AND SIGN UP TO DIGIROOM
Framework
Communications

55. Marketing
Timeline
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
2020 2021
CAMPAIGN #AUTOPUAS
#AUTODIMONTIRIN
##KLIKDIGIROOM
#AUTOUJIEMISI
DIGITAL
ACTIVATION
#TOYOTAHOMEFAMILY
#KITAAUTOFAMILY
SOCIAL
MEDIA
TOPICS
SPECIAL
CONTENT
#LEBARANAUTOFAMILY
Overview and
Knowledge about
Emission Test
Car Maintain
and Guide
Service
Technologies, Innovation,
Models, Gear, Accessories
and Car Expo (tbc)
Digital
Showroom
Services
Travel, Tour
Collectible
and Family
New
Year
TOTAL COUNTS
8
6
6
5
25
QT
CAR EXHIBITIONS
IG TK
*Facebook and Twitter can be mirrored from Instagram content as a main channel for the campaign
**Numbers of Facebook and Twitter contents followed to Instagram total content counts
***Special Content included events, sales, promotion, riding the wave content
3
4
2
1
10
CHRISTMAS & NYE AUTO2000 BIRTHDAY
17 AGUSTUS
PESTA CICILAN

56. THANK YOU