Management decided to forego having the promo in May 2019 in order to discuss the possibility of launching B2G1 nation-wide in June 2019. Due to the immense success of the first two B2G1, we were given the green light to tease and promote B2G1 as a nation-wide promo for June.
Taking the idea of a pandemic (this was before the outbreak of COVID-19), we went to work on teasing the promo with an “official announcement” about a “phenomenon” potentially spreading throughout Indonesia. We chose the term “phenomenon” instead of “virus” or “pandemic” to avoid negative connotations associated with our brand. The announcement below was launched 5 days before the start of the promo, 2 days earlier than previous teasers.
From the above, we cheekily encouraged mothers to empty out their kitchen shelves, refrigerators and grocery baskets to prepare for the upcoming phenomenon. The tactic alone gave us 1,156 likes and 102 comments within a day.
We followed it up with a short video showing the potential “spread” of the phenomenon the next day. The video started with the regions of previous B2G1 marked in red before spreading across the country, implying the promo being nation-wide.
To further associate the teasers to B2G1, we compiled a list of comments from netizens asking when would the promo be launched in their areas. This post gained 2,196 likes in a day.
Further keeping to the phenomenon concept, we released a tongue-in-cheek informative poster about the possible symptoms faced. The call to action encouraged consumers to visit their nearest Transmart Carrefour.
In the evening one day before the promo, we launched our final video for the campaign – a breaking news segment detailing the previous teasers and announcing “officially” the launch of the promo for 26 – 28 June 2019 nation-wide. The video garnered 14,058 views within a day, and we transited to our during promo phase for the campaign.
As this was the first nation-wide B2G1 campaign, we decided to launch a photography competition in order to encourage in-store activation as well as raising awareness for the promo. In total, over 1000 entries were submitted, where we picked 10 winners awarding them Rp. 100.000 vouchers each.
Similar to the first B2G1 promo, we hard-selled items by showcasing products participating in the promo via our Instagram Feed. This time, we launched a post on all 3 days of the campaign for a total of 15 products featured.
