In October 2019, an old 2008 song was trending in Indonesia once again – “Makhluk Tuhan Paling Seksi” (“God’s Sexiest Creature”). An online debate was sparked due to the fast rap verse of the song, netizens were unable to decipher the lyrics accurately due to the rap being too fast to catch. We decided to hijack the trend to promote October 2019’s B2G1 promo.
Initially, we released a teaser with a snippet of the original song in the background, announcing the launch of B2G1 for October 2019.
After the initial teaser, we released our parody of the song by creating our own lyrics promoting B2G1. A competition was held to see if any of our followers could guess the lyrics in the fast rap verse – 6 winners would win a Rp. 50.000 Transmart Carrefour voucher each.
The video drew 7,002 views, with over 20 netizens attempting to guess the correct lyrics. In hindsight, it was probably too difficult to guess and garner participation without further clues, which we gave feedback to our social media agency Trans Media Sosial (TMS).
We continued with static carousel posts featuring participating products during promo, including the mascot from Season 5.
After October 2019, B2G1 was halted until December due to declining sales and shifting our focus to support Transmart Jamboree, especially Super Mom for myself. With that, October 2019 had no post-promotion survey conducted by the research team.
