GG MOVE SEMI THEMATIC TVC

GG MOVE is a contender in the mid-tar cigarette category from Gudang Garam launched in 2018, with a unique selling proposition being the first in its class to have Duo-Filter Technology for a smoother smoking experience. Their communication campaigns have therefore been focused on technology, and in this one, they aimed to increase consumer awareness and build better brand relevance pertaining to the ‘MOVE’ spirit carried by the brand. This campaign is a kick-off in 2019, and thus followed by other brand elements.

What We Did:

To better appeal to the GG MOVE target market, we defined a persona for the brand, the “Maverick”, which is the embodiment of cool, modern, young adult men who are true to themselves, as well as being intelligent and resourceful in facing life head-on, particularly through how they solve obstacles in their own unique ways with the help of technology.

We then implemented the Maverick into three different scenarios for the TVC. In “The Leader” and “The Winner”, the Mavericks succeeded in moving faster and getting ahead thanks to their command of technology.

For “The Inspiration”, utilizing the momentum of the 2019 Indonesian elections where society was plagued by a deluge of false and questionable information, the Maverick remedied this situation by innovating a fact-checking technology that helped the people acquire truthful information.

Each of these TVCs were also supplemented by a key visual, which was adapted to point-of-sales materials and out-of-home advertising.