How do we reposition the brand to make it more appealing in a declining full-flavor kretek cigarette market?

Thanks to the spread of the Internet, our TA’s heroes, their dreams, aspirations and passions, now had a global flavor. So we came up with a new line ‘Go International’, which both linked directly to the brand, and spoke about conquering new horizons outside of Indonesia, packaged in a dynamic and exciting way.

The two TVCs we made in this series were the best performing GGI ads of all time (according to Nielsen’s EPIC scores), scoring higher with consumers than both the competitors as well as other brands from Gudang Garam on all four parameters (Empathy, Persuasion, Impact, Communication).