Lucky Strike

How to deal with a client who cares more about awareness than engagement.

Problem: Indonesia is one of the only markets in the world where tobacco advertising still reigns freely. Clients in a category with such inelastic demand scrutinise market share changes over engagement. In a saturated Indonesian smoker market, they often resort to pushing the branding over anything else. (MAKE THE LOGO BBIIIGGGGGGGGEEERRR!)

Solution: Lucky Strike’s visual identity enjoyed a rare 90+% awareness in the target market. So I decided to push an idea that killed two birds with one stone. By using a pastiche of the recognisable pack itself, we were able to release a tasteful outdoor campaign talking to 20 something adults. This opened the door to activation and event campaigns. Nothing digital though – even Indonesia does not allow nicotine advertising online.

The clients were happy. And we got something from a category that normally uses superficial norms to push their cancer sticks.

(Don’t judge please. It’s the job.)