For August 2019’s B2G1, management decided to explore the viability of the promo during Tanggal Tua (Old Date), an Indonesian description for the days of tight finances faced before payday. With this directive, we explored ways of promoting B2G1 during tanggal tua, knowing the main challenge was to entice customers to spend during this period.
As the promotion is now nationwide and held almost every month, we decided to create a mascot to represent the promotion. We took the stereotypical look of Indonesian soap drama housewives, being a character to relate to. This mascot would then be used in all digital marketing collateral for B2G1 henceforth. Our team portrayed B2G1 as the solution for stressed housewives facing a shortage of grocery supplies during Tanggal Tua.
The video used hyperbole as its main comedic effect, exaggerating the reactions of the characters to the problem faced. It follows the main character stressed with the lack of grocery supplies during Tanggal Tua, applying koyok (medical plasters) synonymous with Indonesian housewives. Her helper “Jonny”, calms her down by announcing Transmart’s B2G1 August promo then they go off to spend. At the end, initially seen with 2 trolleys, it cuts to her leading the way followed by Jonny and 9 other Transmart staff pushing a trolley each – implying expenditures wouldn’t be a problem despite tight finances during Tanggal Tua. We also featured our new Transmart Mega Card credit card in alliance with Bank Mega.
During the promo, we launched another photo competition – with a simple screenshot and post to raise awareness of the promo further. 12 winners were chosen from over 300 entries.
Despite experimenting with gifs for Season 4’s B2G1, we reverted back to static posts due to similar performances. Static posts were created by our designers 3x faster than gifs, allowing us to focus our time on other projects.
View this post on Instagram
View this post on Instagram
View this post on Instagram
