{"id":886,"date":"2022-06-11T16:37:04","date_gmt":"2022-06-11T16:37:04","guid":{"rendered":"http:\/\/mediafusedentsu.com\/?p=886"},"modified":"2022-08-26T16:25:16","modified_gmt":"2022-08-26T16:25:16","slug":"dentsu-indonesia-appoints-media-ceo-and-welcomes-its-firs","status":"publish","type":"post","link":"https:\/\/mediafusedentsu.com\/?p=886","title":{"rendered":"DentsuMB – Lucozade Masterbrand"},"content":{"rendered":"\t\t
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About the campaign<\/h2>\n

Using relatable, everyday scenarios to bring our message to life, we explored a range of tiring situations that our consumers typically experience daily and showcased the role of the brand in helping them get through it.<\/p>\n

We were able to position the brand in a new light, not as a solution to the consumers problems but as the brand that provides the much-needed energy (mental & physical) that is required to get through those tiring situations.\u00a0<\/p>\n

The campaign kicked-off on Online platforms with our lead film and press materials, stirring up lots of conversation, conversations that allowed the new brand message to proliferate effectively.<\/p>\n

In line with our core objective from the jump, we were able to start the journey towards a total perception change for Lucozade, shifting from being the brand for sick people to one that is for everybody, suitable for every situation and consumption occasion.<\/p>\n

Challenge<\/h2>\n

A combination of the brand positioning over the years and prevalent consumption patterns had led to Lucozade becoming a brand perceived to be for sick people. This impacted consumers\u2019 willingness to buy the brand\u2019s products especially when they were in full health.<\/p>\n

Solution<\/h2>\n

It was important to move away from the association with sickness; however, we did not want to lose one of the core benefits of the brand \u2013 Glucose Energy. So, we decided to re-frame what it means to be \u2018sick\u2019.<\/p>\n

\u201cEveryone has something that they\u2019re sick (and tired) of\u201d<\/strong><\/p>\n

We changed the narrative around sickness from the literal meaning of ill-health to an expression of dissatisfaction and mild frustration \u2013 as it is widely used in casual conversations amongst our target audience. This narrative was a perfect fit especially in the Nigerian context.<\/p>\n

While as a brand, we could not solve all their problems in reality, we positioned ourselves as a brand that gives that much needed energy that is needed to get through that unfavorable or tiring situation.<\/p>\n

Results<\/h2>\n

Using the brand proposition \u201cEnergy To Get Through It<\/em>\u201d, which doubled as our campaign idea, we created a series of film and press materials deployed across online, social and offline channels.<\/p>\n

With every material our consumers were exposed to, they were able to take away two important things; (i)Lucozade is not a drink for the sick (ii)Lucozade is the energy drink for every situation\/occasion.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Dentsu Indonesia further strengthens its executive leadership team with the appointment of Aloysia Dian Anggraeni (Aloy) as CEO of Media Service Line, and welcomes its first Chief Growth Officer, L…<\/p>\n","protected":false},"author":1,"featured_media":1237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[10],"tags":[],"class_list":["post-886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-impact"],"_links":{"self":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts\/886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=886"}],"version-history":[{"count":0,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts\/886\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/media\/1237"}],"wp:attachment":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}