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Bank
Campaign
A
Campaign
Review
Klemens
Ismoyo
Djajapurusa,
1206290043
Campaign
Overview
The
Objective
To
establish
a
digital
and
social
presence
for
Mentos
in
Israel
while
reinforcing
Mentos
global
slogan:
There
is
Nothing
Like
a
Mentos
Kiss
The
Means
Using
social
media
to
create
a
young
and
vibrant
community
on
Facebook
The
Concept
The
Mentos
Kiss
Bank,
the
first
bank
in
the
world
for
nothing
but
kisses,
was
launched
in
July
2010.
It
was
the
worlds
first
kissing
bank
that
trade
kisses,
an
online
and
offline
engaging
campaign.
At
the
Kiss
Bank,
it
was
possible
to
send,
deposit,
borrow,
and
lend
kisses
to
friends
via
Facebook.
Customers
of
the
bank
could
convert
the
kisses
they
accumulated
in
their
account
for
Mentos
products,
vacations,
movies,
and
more.
Clients
received
daily
updates
on
the
Worlds
Kissing
Market.
The
bank
presenters,
lead
by
Thanly
Kisser
(pun
name
given
after
Stanley
Fischer,
Israels
bank
governor),
engaged
customers
who
participated
via
Facebook
Connect
application
and
BTL
guerilla
activities
and
personally
invited
top
bloggers
to
open
an
account.
The
Kiss
Bank
Campaign
was
a
digital
campaign
that
went
beyond
the
boundaries
of
the
Internet
and
crossed
into
the
real
world,
with
bank
branches
and
Kiss
ATMs
opened
around
Israel.
The
Result
Thousands
of
accounts
were
opened
as
soon
as
the
activities
started.
Tens
of
thousands
of
virtual
kiss
videos
were
sent
on
Facebook,
articles,
status
reports
and
discussion
about
the
virtual
kiss
bank.
During
the
four
weeks
campaign,
more
than
1.5
million
relevant
surfers
(72%
reach)
were
exposed
to
the
activity,
with
no
media
budget
and
with
the
cooperation
with
Euro
Israel.
As
you
can
see
from
the
matrix,
strategy
2
is
using
the
same
product
with
different
communication.
The
product
of
this
campaign
is
the
Mentos
Kiss.
There
is
no
need
to
change
the
product
to
cater
to
the
Indonesian
market,
as
there
are
already
different
kinds
of
sweets
and
candies
with
different
flavors
being
accepted
by
the
people
of
Indonesia.
Hence,
the
cost
incurred
from
implementing
this
strategy
is
relatively
low
because
it
is
using
the
exact
same
product
worldwide.
The
time
when
Mentos
launched
this
campaign
in
Israel
was
the
time
when
Europe
was
having
a
monetary
crisis.
The
alternate
idea
of
this
campaign
was
to
somehow
make
a
bloopers
out
of
the
situation
that
Israel
was
in
at
that
time.
We
can
deduce
this
because
the
leader
of
the
bank
presenter
was
named
Thanly
Kisser,
which
is
given
after
Stanley
Fischer
the
Israels
bank
governor.
Now
would
be
a
good
time
if
we
were
to
use
this
campaign
in
Indonesia.
In
Indonesia,
although
we
are
a
developing
country,
free
speech
is
not
entirely
encouraged.
Because
of
this,
certain
advertisement
and/or
campaign
that
deemed
to
be
insulting
certain
bodies
of
the
government
will
be
shutdown.
The
second
point
of
the
strategy
is
to
use
different
approach
on
advertising,
sales
promotion,
point
of
sales
materials,
and
other
communication
programs.
As
I
have
mentioned
earlier,
for
this
campaign
to
be
successful
in
Indonesia,
there
are
certain
changes
to
be
made.
The
first
few
things
that
need
to
be
change
are
the
bank
presenters.
I
would
recommend
hiring
local
Indonesian
people,
not
artists,
to
act
in
the
campaign.
But
we
have
to
be
careful
not
to
use
sensitive
names
for
these
people.
The
campaign
should
target
middle
class
and
above.
Why?
In
Indonesia,
it
is
all
about
image
and
the
fastest
and
cheapest
way
to
do
broadcast
about
a
new
product
is
by
introducing
them
to
the
most
influential
people
in
Indonesia,
which
are
the
socialites
of
Indonesia,
such
as
Ms
Agri
Velt.
It
is
also
easier
to
target
middle
class
and
above
because
this
campaign
is
using
online
social
media
and
online
updates
are
being
sent
to
the
users
daily.
It
is
true
that
most
Indonesians
are
using
smart
phones,
but
only
a
handful
of
those
users
are
actually
using
the
phones
to
stay
online.
Most
of
them
are
just
using
the
phones
as
a
normal
mean
of
communication.
The
other
elements
of
the
campaign,
such
as
the
types
and
trading
of
kisses,
are
safe
and
acceptable
to
use
in
Indonesia.
Inviting
Indonesians
bloggers,
such
as
the
Jakarta
Social
Bloggers,
is
also
one
of
the
necessities
for
this
campaign.
One
of
the
things
that
we
need
to
be
careful
of
is
the
current
image
of
Mentos
in
Indonesia.
As
of
right
now,
mentos
is
perceived
to
be
one
of
the
sweet
for
lower
class.
Most
of
the
upper
class
people
would
normally
buy
sweets
like
Halls
because
they
have
lower
sugar
count.
And
also
because
mentos
are
readily
available
everywhere,
including
the
shops
by
the
roadside.
Since
we
are
targeting
the
middle
class
and
above,
mentos
has
to
package
the
new
mentos
kiss
in
a
way
that
it
looks
sophisticated
and
has
a
certain
feel
of
social
status
class
when
people
are
seen
holding
or
eating
the
sweets.
The
only
drawback
mentioned
in
the
strategy
is
that
this
strategy
may
result
in
product
transformation
that
is
the
product
ends
up
serving
different
functions
or
use.
But
for
this
particular
campaign,
I
am
sure
that
mentos
kiss
will
still
serve
as
what
it
aimed
for.
Conclusion
It
is
possible
to
use
the
full
extend
of
the
Mentos
Kiss
Bank
campaign.
The
only
thing
that
need
to
be
changed
is
the
people
acting
in
the
campaign.
As
for
the
idea
of
being
able
to
trade
kisses
online,
it
is
one
of
the
most
interesting
and
innovative
ideas
to
get
the
public
attention.
And
the
target
for
this
campaign
is
the
middle
class
and
above.
I
am
sure
by
introducing
the
product
to
the
correct
people
who
has
the
correct
influence,
this
campaign
would
be
a
success.
Links
http://www.youtube.com/watch?v=odAF6MH6KzE
Reference:
Nadia
M.
Andayani,
S.Sos.
MA:
Lecture
11
Marketing:
Marketing
Strategy
And
Planning
Part
1.
Word
Count:
1025