The document outlines a media plan to expand market share for Zenfone smartphones in Indonesia. The objectives are to reach 10% market share by end of 2019 and distribute Zenfone 5 to all capital cities in Q1 2019. The plan targets urban 20-40 year olds across Indonesia through cinema, newspaper, outdoor displays, and social media advertising. The 9 month campaign from February to December 2019 has budgets of 120, 150, 50, and 100 billion Rupiah respectively for different media vehicles. Special attention will be given to holidays and popular movies to boost visibility.

1. Media | Brief
prepared by
Christofer Felix

2. Media
Objectives
I

3. • Expanding market share from 6.5% to 10%
at the end of 2019.
• Distributing Zenfone 5 to all capital cities
across Indonesia in Q1 of 2019.
Marketing Objct

4. “Increasing Purchase Intention
to 75% until Q4 of 2019”
Advertising Objct

5. • Being viewed by 5M moviegoers until Q4 of 2019.
• Being read by 5M newspaper readers until Q4 of 2019.
• Being noticed by 3M drivers and visitors until Q4 of 2019.
• Being clicked by 50M internet users until Q4 of 2019.
Media Objct

6. • Using the largest cinema platform.
• Using the highest readership newspaper platform.
• Choosing some strategic locations for OOH.
• Doing the right targeting on FB & Youtube.
Media Strategies

7. • Asking for spot price’s discount to be able to display ads
on more cinema’s screen.
• Negotiating space price to increase more ads frequency on newspaper.
• Placing OOH in Monas, Kota Tua, Malioboro, Borobudur Temple,
GWK Bali, Jagorawi Toll, & Pasteur Toll.
• Targeting people who love selfies, like to update IG & FB, and
have an interest in food, travel, & pets.
Media Tactics

8. Target
Audience
II

9. Target Audience
Age : 20 - 40 y.o.
Gender : M & F
Psych : urban society, tech-savvy, photography enthusiast
Geo : all of Indonesia capital cities
SES Level : A & B

10. Campaign
Periode
III

11. 9 Months
February - December 2019

12. Geographical
Area
IV

13. Cinema
Jawa & Bali
SulawesiSumatera

14. Jawa & Bali
Prints & OOH

15. Online
except
Papua
Province

16. Media
Vehicles
V

19. • Monas
• Kota Tua
• Malioboro
• Borobudur Temple
• GWK Bali
• Pasteur Toll
• Jagorawi Toll

20. Social Media Advertising
Youtube Adveritisng

21. Budgeting
VI

22. 120 | 150 | 50 | 100
*billion Rupiah

23. Others
VII

24. • Remember, June & December are holiday seasons.
So, make sure that OOH has been placed in targeted locations.
• Boost print ads on several dates:
Chinese New Year Feb 5th, 2019
Fasting along May 2019
Eid Mubarak June 5th, 2019
Independence Day August 17th, 2019
• Put some attention to cinema media scheduling, prioritize
displaying ads in the studio that’s showing box office movies.

25. Box Office 2019 Prediction

26. Box Office 2019 Prediction

27. Thank
You
Account Planning & Management, 2018