How Pertamina Lubricants Increases Brand Awareness Through a 360 Campaign
The Tangguh Racing Event is a 360 communication campaign run by Media Buffet for Pertamina Lubricants. This campaign is designed to strengthen the VR46 Enduro fanbase through collaboration with YouTuber Celloszxz. The concept is a roadshow in 6 cities to find the 4 fastest racers in the MotoGP simulator competition. Through a 360 Communication approach, Media Buffet ensures that this campaign is not only widely exposed, but also reaches audiences on various channels.
But first, what is Campaign 360 Communication?
Campaign 360 Communication is a communication strategy that makes your brand present in various promotional channels - both online and offline, the marketing language is "Touch Point" for the audience. In essence, the audience can perceive campaign messages from various angles, starting from digital ads, direct activation, to reporting in the media.
Several big brands have successfully implemented this strategy, such as:
- Nike with the “Just Do It” campaign, which combines digital marketing, activation in the sports community, and collaboration with athletes and influencers.
- Red Bull Stratos, which combines spectacular events, live streaming, social media and reporting in conventional media to strengthen their brand identity in the world of extreme sports.
How does Buffet Media Implement 360 Communication in Tough Racing Events?
This campaign started from a relaxed brainstorm session by the Media Buffet brand team with the Pertamina Lubricants brand team. "We want to increase awareness and fans of the VR46 racing team but in a fun way, and not Jakarta centrist?" said Bima, CEO of Media Buffet.
The idea emerged, "Road show to big cities in Indonesia with MotoGP simulators, so that people feel like real MotoGP racers", but how do we really make people know about this event? What touch points are we targeting?
1. Collaboration withcontent creator Celloszxz
First of all we think, who is the right person to be the Frontman for this event, someone who is fiery, but can still flexibly convey the key message of our event. Long story short we met Celloszxz. Content creator who is famous for his challenges and can bring a fun but also energetic atmosphere, according to our main goal.
One thing that we always apply at Media Buffet is that we really avoid briefs for partner content creators with precision and detail, which understand the audience better than the content creator itself, and we as an Agency or Brand are outsiders who don't necessarily know the behaviour of their audience, especially if we want to move in a campaign 360 communication.
So, better we tell them the 5W1H of our campaign and discuss it with them, they are the ones who tell us what's best, what content is suitable, and from there we can find what's best for our brand. Here we try the first touch point for people who like challenges, yes of course content creators who like to create challenges content.
2. Influencers & Homeless Media
In each city, we collaborate with local influencers and homeless mediato increase exposure. Why? because we want to target local people from the cities we visit and what is one of their biggest touch points? Yes, obviously influencers and local homeless media.
We don't just choose just any influencers and homeless media who have lots of followers, because we at Media Buffet believe that the most important point of influencers or homeless media is their engagement , imagine if there were 1 million followers but only 30 engage people, yes it's not worth it it.
Influencers and homeless media must be able to have more impact than reach or impressions, we target local people who see their content and want to come to the event.
3. Conventional Media & PR Amplification
To make the impact wider, we are also preparing communication strategy by collaborating with national and automotive media. Press releases, inviting local media, and publications on various platforms made this event even more well known.
One of the things we always push for activities with the media is digital footprint, until now if we search “4jan6 Balap Tangguh” people can still find out what the event is about, what it's all about, and of course whose event it is.
4. Roadshow event in 6 Cities
The MotoGP simulator tournament held by Pertamina Lubricants was held in 6 cities: Jakarta (2 locations), Bandung, Yogyakarta, Surabaya, Medan and Makassar. With branding on the simulator, tent, game software, and lots of branding banners there, so that the participants' experience is more immersive and of course, people will remember about this activity.
Apart from taking a digital approach to the target audience, offline activities are also very important. Digital campaigns are indeed good, but we at Media Buffet always believe that the best campaigns are actually Online to Offline, because apart from gathering our audience into an online community, they also feel closer to the brand when there is a face-to-face event.
Through the 360 Communication strategy, the Tangguh Racing Event has succeeded in reaching all sides - from the digital world, exciting on-ground activations, to conventional media coverage. The result? A campaign that is not only popular, but also sticks in the minds of the audience!
Want to create an impactful 360 communication campaign like this? Media Buffet is ready to help! Come on, let's chat first. Let's make something awesome!
