DNVB X Dentsu Indonesia Creative Marketing How To Create Advertisement That Sells1

Creative Marketing: How to Create
Advertisement that Sells
Andre Tu7uh
Chief Creative Officer Dentsu Indonesia
andre tu7uh
andre_tu7uh
andretu7uh.com
“Today I will do what others won’t,
so tomorrow I can do what others can't"
CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

Fell in love with advertising when he was in high school; Andre is a person
with a hard-working attitude as his religion. His passion helped him
achieve results in his career.
He got his first professional award when he was on an internship. At the

same time, He also got nominated for the student award. His hardworking
2023 PRESENTATION BY @ANDRE_TU7UH
attitude brought him several awards in local and international

competitions, including being shortlisted in White pencil for D&AD awards
under his name.
Joined TBWA Indonesia and got promoted to become a Creative Director;

Andre brought the first International award for the company and brought
the Company to become the Creative Agency of the year in Campaign
Asia. He then moved to Gojek and led the creative team to win Creative
Media Agency of the year in Citra Pariwara 2019.
In 2019, Andre Joined Dentsu as an Executive Creative Director in Dentsu

One and Isobar, and in 2022 He got promoted to Chief Creative Officer at
Dentsu Creative Indonesia. He led the agency to win three consecutive
years as a creative media agency of the year in the biggest Indonesia
creative award show.
He led the agency to win three straight years as a creative media agency
of the year at Citrapariwara, the biggest Indonesia creative award show.
Then in 2022, he created a history that had never happened before by
winning Media Agency of the year, Digital Agency of the year, and
Creative Agency of the year at Citrapariwara 2023. He recently brought
Indonesia the only entry that made it to the shortlist at Cannes Lion 2023.
Andreas
Chief Creative Officer
2
Poin-poin pembahasan

Creative Marketing:
•Mengapa Kita Perlu Tahu tentang Creative Marketing.
How to Create Advertisement that Sells:
•Anatomi Creative Marketing yang Berhasil.
•Eksekusi Creative Marketing: Riset & A/B Test.

• Apa dan mengapa?
•Eksekusi Creative Marketing: Cara Bikin Iklan yang Efektif
• Bagaimana cara mengembangkan
Memikat Audience. kreatifitas?
• Bagaimana membuat
•Eksekusi“Creative Marketing
Creative Marketing: that sales?”
Manajemen Kreativitas.
• Bagaimana memastikan conversion
•Eksekusi Creative sampai
Marketing: Manajemen sales?
Respon Netizen
• Case study. (Expecting the Expected).

•Monitor & Maintain Efektivitas Creative Marketing di Bisnis Kita:
from Engagement to Sales.
•Case studies learning.
3
PERINGATAN!!!
Mendengarkan tanpa menyaring dapat menyebabkan iritasi kuping,
diboong-boongin, dan kebelinger sendiri. Semua isi deck ini adalah
temuan, teori, dan pengalaman saya. Ambil yang bener, buang yang
salah. Resiko ditanggung sendiri, karena Saya pun masih belajar :)
Note: Ngobrol2 ini ada dilevel medium, ada beberapa hal yang akan berbeda banget jika case yang dihadapi dilevel bawah atau atasnya.
4
BENER?
CREATIVE
KENAPA SIH KITA
MARKETING YANG
PERLU MEMPELAJARI

KAGET GAK KALO

FAKTANYA HANYA
3% IKLAN YANG
BERHASIL MEMBUAT
KONSUMEN MEMAKAI
PRODUK/SERVICE
YANG DIIKLANKAN?
Source: ANALISIS EFEKTIVITAS PEMASANGAN IKLAN DAN FAKTOR- FAKTOR YANG MEMENGARUHINYA.
6
GIMANA
CARANYA BIKIN
“CREATE SELLS”?
MARKETING YANG


8
BAYANGKAN PADA WAKTU MALAM

YANG DINGIN, KAMU ADA DISEBUAH
CAFE, KAMU SIBUK DAN GAK SADAR
SUDAH GAK ADA ORANG DISANA.
KAMU BARU NYADAR,

KAMU KEHILANGAN DOMPETMU,
KAMU TIDAK PUNYA ONGKOS PULANG.
KETIKA KAMU MENOLEH,

KAMU MELIHAT…
9
ADA SEORANG LELAKI TUA, YANG
SEDANG MEROKOK, DAN MENIKMATI

CEMILAN DAN MINUMANNYA.
KAMU TERSADAR, SATU2NYA YANG

KAMU PUNYA ADALAH KOREK KAMU.
KAMU HANYA PUNYA SATU KALI

KESEMPATAN BERBICARA DENGAN DIA.
APA YANG AKAN KAMU PERBUAT

SUPAYA DIA KASIH UANG, UNTUK
KOREK KAMU?
10
TIPE JAWABAN:

PERSUASIVE STORYTELLING:
A. B. C. D.
TELL THE TELL THE TELL THE TELL THE

TRUTH. HISTORY. IMPACT. …
CREATE AN EXPERIENCE:
A. B. C.
LET HIM SHOW THE SHOW YOUR
TRY. DIFFERENCE. SKILL.
CREATE NEW NEEDS/URGENCY:
A. B. C.
MAKE HIS MAKE MAKE A
DISAPPEAR. THREAT. PROMISE. 11
TIPE JAWABAN:

PERSUASIVE STORYTELLING:
A. B. C. D.
TELL THE TELL THE TELL THE TELL THE

TRUTH. HISTORY. IMPACT. …
CREATE AN EXPERIENCE:
A. B. C.
LET HIM SHOW THE SHOW YOUR
TRY. DIFFERENCE. SKILL.
CREATE NEW NEEDS/URGENCY:
A. B. C.
MAKE HIS MAKE MAKE A
DISAPPEAR. THREAT. PROMISE. 12
= MOMENT
= NOT ALL PEOPLE.
= RELEVANCY
/WATCH/CONSUME

13
TIMINGNYA?
RELEVAN PADA
TEPAT PESANNYA,
GIMANA CARANYA
BIKIN MARKETING YG
AUDIENCE, DAN TEPAT
14

C R A F

- - T
-
-
--
E-
BRAND/
---ME
G
PRODUCT
A
USP/ diferensiasi apa yang
dipercaya akan menjadi
S S
pembeda dengan produk/
brand kompetitor lain?
D
E
I
UM
----- M
15
HOW TO SAY?
Bagaimana kita bisa membuat pesan ini
R A
memiliki kedekatan emosional dengan
C F

-
target audience? (Tawa/Sedih/Kagum)
- T
Bisa dengan cultural insight, pop culture, dll.
- Parameter: MAGICAL
-
--
E-
BRAND/
---ME
G
PRODUCT
A
WHAT TO SAY? dipercaya akan menjadi
Apakah inti pesan yang
disampaikan untuk
menjual USP/diferensiasi
S S
D
dari Brand/produk? Parameter: DIFFERENT
Parameter: BENAR
E
I
UM WHEN+WHERE TO SAY?
----- M Dimana dan kapankah pesan
ini disampaikan, yang memiliki
kedekatan tempat+waktu
dengan target audience.
Parameter: NYAMPE
16
HOW TO SAY?
R A
C F

-
- T
-
TANPA DIFERENSIASI YANG
--
E-
BRAND/
BENAR, TIDAK AKAN DAPAT
---ME
WTS YANG BENAR, MAKA
G
PRODUCT
KOMUNIKASI AKAN
MENARIK, NAMUN TIDAK A
ADA ACTION PADA PRODUK

disampaikan untuk
S S
YANG DIIKLANKAN.
D
Parameter: BENAR
E
I
Parameter: NYAMPE
17
HOW TO SAY?
R A
C F

-
- T
-
TANPA HTS YANG MAGICAL,
--
E-
BRAND/ AKAN BORING
KOMUNIKASI
---ME
DAN FLAT, WALAUPUN
G
PRODUCT
KOMUNIKASI SAMPAI PADA
A AUDIENCE YANG TEPAT.
disampaikan untuk
S S
D
Parameter: BENAR
E
I
Parameter: NYAMPE
18
HOW TO SAY?
R A
C F

-
- T
-
--
E-
BRAND/
---ME
G
PRODUCT
TANPA W+W YANG
“NYAMPE”, KOMUNIKASI
A
WHAT TO SAY?
S SEBAIK APAPUN, TIDAK
dipercaya akan menjadi
disampaikan untuk
menjual USP/diferensiasi S SAMPAI PADA AUDIENCE
D
YANG TEPAT.
Parameter: BENAR
E
I
Parameter: NYAMPE
19
USP + MESSAGE WHAT TO SAY?

Apakah inti pesan yang disampaikan untuk
menjual USP/diferensiasi dari Brand/produk?
Parameter: BENAR Apakah artinya ini?
20
21

MEMAHAMI OBJECTIVE
CAMPAIGN.

Activated
the user
Retain
the user
Acquire
new user
Launch
Tell your audience
to utilize the USP
Tell your purpose
more.
Show your USP in beyond USP.
micro moment.
Improve
introduce your USP.
your USP
22
SOLVE BY ADS.
WE CREATE ADS TO
SOLVE THE PROBLEM,
BUT NOT ALL PROBLEMS
23

1 2 3

What’s the USP What’s the objective What’s the
or Promise? of the project? Real Problem?*
Understanding the product, what Business objective? Marketing

What is the challenge? What part
makes it special? What is the objective? New product lunch? Is
is missing from the client to
claim? How do people usually there a number we need to
achieve in box 2? Describe it.
interact with it? achieve?
4 5 6
Who is What’s the solution
the audience? to the problem? What’s the comm to
deliver the solution?
We’re not talking about This part is often missed; we tend
demographic; we are talking to jump into positioning without One single line becomes the guide
about audience insight related to having a clear solution that to delivering the solution in box 5.
the product. answers box 2.
24
EXAMPLE:

SKINCARE PRODUCTS,
NEED TO ACQUIRE
NEW USERS.
MINIMAL BUDGET,
PROVEN USP,
BUT THE RESULT WILL
BE VISIBLE AFTER 2
WEEKS OF CONSTANT
APPLICATION.
INTERMEZZO:

AFTER 15+ YEARS IN
ADVERTISING, I
LEARNED THAT THERE
IS NO SUCH THING AS
AN IDEAL SITUATION :)
26
1 What’s the objective2 3

What’s the USP What’s the
of the project?
or Promise? Real Problem?*
Aquire new user
Skin Care satu- Khasiat dalam 2
dengan cara trial.

satunya yang minggu terlalu lama
(krn magic USP ini
natural & teruji. untuk jadi promise.
harus dicoba)
4 What’s the solution 5 What’s the comm to 6

Who is
to the problem? deliver the solution?
the audience?
Membuat semua #Cobain2minggu kalo
TA yang keputusan
materi comm untuk mau hasil yang baru.
belinya sangat
memfasilitasi trial
dipengaruhi WOM.
2minggu.
Ini yang disebut dengan “What To Say.”

Kalo kami sering nyebut ini dengan “Statement” 27
Video Invitation
untuk mengajak audience

Collaboration dateng pada acara kita, atau
dengan partner yang request via DM.
Trial Booth mobile
memudahkan audience
pindah2 tempat.
mencoba selama dua
minggu.
#Cobain2minggu kalo mau

Bikin gerakan patungan hasil yang baru. Trial Booth
untuk bisa jadi lebih Selama dua minggu
Ini adalah campaign yang
affordable pada taget bertujuan untuk memudahkan disekolah/kampus.
audience. audience mencoba skin care kita
dalam durasi 2 minggu.
POSM/Vending machine Social Media

Special edition produk
sebagai tempat show sebagai tempat show
(sampling) yang habis dalam
off khasiat mencoba 2 off khasiat mencoba 2
2 minggu saja.
minggu. minggu.
THE CRAFT.
HOW TO SAY?
(CREATIVE) Parameter: MAGICAL

Apakah artinya ini?
29
BAD NEWS!
KREATIFITAS.
GAK ADA SEKOLAH
YANG BISA NGAJARIN
30

X
Logic vs creative

31
KREATIF ADALAH…
BIKIN KERJAAN YANG
JURUS PALING AMPUH
32

GAK ADA!

DARI DULU BAGAIMANA KREATIFITAS
TERJADI HANYA DUA INI:
1 PERBANYAK
REFERENSI/
FIND THE
DOTS. 2 KOMBINASIKAN
REFERENSI/
CONNECT THE
DOTS.
33
This is the fuel and engine + this is your driving skill.

34
+
+
=
=
35

COME FROM
THE ONE WITH
THE KNOWLEDGE
AND EXPERIENCE.
UNEXPECTED IDEAS
36

ADALAH….
OUT OF THE BOX
KOMUNIKASI YANG
CRAFT/NEMUIN IDE
RAHASIA BISA BIKIN
37

TIAP KATEGORI PUNYA KARAKTER YANG BERBEDA,
SEHINGGA PERAN IKLAN PUN BERBEDA,
SEHINGGA PERAN CHANNEL DITIAP KATEGORI PUN BERBEDA.

OTOMOTIF. GADGET.
Di Indonesia biasanya kedatangan mobil itu telat, Kategori ini sangat berbeda peperangannya pada level high-end vs low-
sudah ada modelnya dinegara lain, jadi yang ditunggu end. Pada High-end class berbicara mengenai seberapa canggih fitur2 yang
orang adalah fitur apa saja yang diadapt disini dan dimiliki, menjuakl design, menjual asosiasi lifestyle dan menjual ekosistem,
berapa harganya. Siklus pembelian orang kurang lebih sedangkan pada kategori low-end selalu berhubungan dengan apa yang
5 tahun sekali. Sehingga kehadiran iklan biasanya didapat pada harga sekian. Sehingga fungsi iklan adalah mini booklet.
menjadi starting point untuk create noises.
BEAUTY. FASHION.
Kategori ini lekat sekali dengan apa kata orang sekitar. Kategori adalah peperangan diarea asosiasi. Asosiai terhadap value dan
Sehingga fungsi iklan harus menjadi penguat opini identitas yang dibawa. Karena orang yang menggunakan produk dikategori
orang dan kunci keberhasilan campaign pada first trial. ini ingin juga menunjukan identitas dirinya pada sekitarnya. Sehingga fungsi
iklan adalah mempromosikan value dan identitas brand pada konsumer.
ELEKTRONIK.
Kategori ini sangat beragam dan punya karakter yang MARKET PLACES.
berbeda. Majority orang membeli elektronik karena ada
kebutuhan baru atau yang dimiliki sekarang sudah saatnya
berganti. Sehingga fungsi iklan adalah investasi memory
FURNITURE
SNACK.
pada kepala konsumen, sehingga pada saat mereka butuh,
recall pertama adalah produk kita.
BANKING.
FNB. 38
IS.
WHAT
KNOW
THE BOX
39

INSIDE

THE
BOX.
• CARA KATEGORI BERKOMUNIKASI.

• CARA KATEGORI PROMO/INGIKLAN/DLL.
• CARA KOMPETITOR ENGGAGE.
• CARA KOMPETITOR DEALING W/ PROBLEM.
• CARA AUDIENCE MENANGGAPI BRAND.
• SOCIAL MEDIA BIASANYA VS KOMPETITOR.
• SIAPA AMBASSADOR/KOL YG DIPAKAI.
• DIMEDIA MANA KOMPETITOR.
• BAGAIMANA KOMPETITOR HADIR.
• DANNNNNN… LAIN-LAINNNNNNYA.
40
THE THE
BOX.

THE BOX
BOX OF OF
OF TECH THE
FILM. BOX AUTO-
THE
OF MOTIVE
WARUNG
BOX INDUSTRY.
OF
MUSIC
THE
THE
BOX OF
INSIDE BOX OF
BEAUTY
INDUSTRY.
THE
THE
KOL BOX
INDUSTRY OF AI.
BOX. THE
BOX OF
CON-
CERT.
THE THE
BOX
OF
BOX
SOCIAL OF
THE THE HOS-
BOX THE BOX PITALITY.
OF BOX OF
MAIL. OF FB PROMOS THE
ADS. BOX
OF
ECOMM
41
THE THE
BOX.

THE BOX
BOX OF OF
OF TECH THE
FILM. BOX AUTO-
THE
OF MOTIVE
WARUNG
BOX INDUSTRY.
OF
MUSIC
THE
THE
BOX OF
INSIDE BOX OF
BEAUTY
INDUSTRY.
THE
THE
KOL BOX
INDUSTRY OF AI.
BOX. THE
BOX OF
CON-
CERT.
THE THE
BOX
OF
BOX
SOCIAL OF
THE THE HOS-
BOX THE BOX PITALITY.
OF BOX OF
MAIL. OF FB PROMOS THE
ADS. BOX
OF
ECOMM
42
IN THE WHAT IF, INSTEAD OF DIRECTLY
BEAUTY HOSPITALITY SELLING THE PRODUCT,
PRODUCT,
MENJUAL SKIN
INDUSTRY,
THEY SELL = WE PROVIDE AN EXPERIENCE FOR THE
EXPERIENCE AUDIENCE TO TRY OUR PRODUCT?
CARE. AND SERVICES.
WE WANT TO
IN THE MUSIC WHAT IF, INSTEAD OF PRODUCING A
SELL OUR INDUSTRY, TYPICAL STORY FOR SELLING CLOTHES,
COMFORTABLE
CLOTHES
THEY SELL THE
MUSIC = WE PRODUCE A SONG THAT SELLS THE
THROUGH CLOTHES? AND THE VIDEO WILL BE
THROUGH A VIDEO CLIPS.
CLIPS OF THAT MUSIC.
VIDEO STORY.
43
nt
The
stat
eme
The
-ing
Fram
The
aging
Pack-
The
hook
44

The Framing
45

The Framing
(ini contoh yaaa..)
new services ad cigarette ads
medicine ad alcohol / cigarette ad luxury brand

energy drink
Stagnant Problem Trying Struggles Survive Failed Change extraordinary Keep trying Big Failed Keep trying Big moment Success
something new Plan moment
grassroots brand Brand campaign in tech/new services
46
The Packaging

Visual
Supers Cinematography
Graphic Technique
(FSP/etc)
Templates
Visual FX
Duration
Cuts
Subject Story Editing
Acting Narrator
VO
Action
Sound FX
Legacy Music Scoring
Audio
47
The Packaging

Visual
Graphic Technique
(FSP/etc)
Templates
Visual FX
Duration
Cuts
Acting Narrator
VO
Action
Sound FX
Audio
48
The Packaging

Visual
Graphic Technique
(FSP/etc)
Templates
Visual FX
Duration
Cuts
Acting Narrator
VO
Action
Sound FX
Audio
49
50

51

52

53

54

The HOOK

Comparison. Overtuning. Black Humor.
It puts two or more elements One of the general mechanisms It generally makes a joke out of
together: ideas, people, animals, or underlying the comedy of each type unpleasant situations or possibilities
things that seem unalike, and then can be considered a very general that many of us may fear.
reveals a hidden connection that formula, in the case of overturning
produces a story. of situation, role reversal.
Exaggeration. Screwball. Silliness.

Over standing and magnifying It works by using misunderstandings and It ranges from making funny
something out of proportion. mistakes that then serve as an opening faces to ludicrous situations.
for comic interaction.
Surprise. Satire. Slapstick.

The story arises from an It is the activity of making fun of human It uses elements of farce and
unexpected situation. follies through ridicule and exposition. accidental incidents to create
humorous situations.
Personification. Parody. Puns.

Attributes human characteristics to It’s the distortion of style or single work Ambiguity of words.
animals, plants, objects, and abstract that raises the rice to the extent that
concepts. recipients are familiar with the model
mocked.
55
nt
The
stat
eme
The
-ing
Fram
The
aging
Pack-
The
Hook
56

YUK..
MUSIK
NGOMONGIN
57

age
The
Mess-The
Lyric
The
Tones
…
The
Iconic
58

THE MEDIUM.
WHEN+WHERE TO SAY?
Dimana dan kapankah pesan ini disampaikan,
yang memiliki kedekatan tempat+waktu
Parameter: NYAMPE
59
CAMPAIGN JOURNEY

1 2 3
AWARENESS ENGAGEMENT CONVERSION

Top-of-mind awareness refers to the Engagement refers to how involved the Conversions are the number of people
company the customer thinks of first site visitors or social media connections who follow through with a desired,
when he or she needs a product or are with what you are doing on your measurable action. Increased
service. Increased awareness occurs with website, social media sites, and other conversions occur with an increase in
an increase in the following metrics… online platforms. Increased engagement the following metrics…
•Website traffic volume occurs with increases or improvements •Product or service purchase
•Website traffic referrals in the following metrics… •Telephone call
•Inbound links and volume •Time spent on the website •Email submission
•Email subscriber database growth •Repeat visits to the website •Request a consultation, info or quote
•Social media fans, connections and •Number of pages or posts viewed form submission
followers as well as volume and influence •Website bounce rate (the number of •Download a free ebook, white paper,
•Earned media coverage people who leave immediately when etc.
they reach your site)
•Social engagement
•Recommendations & reviews
•The number of email opens & clicks
60
CX PADA
MATERIAL FOR SEO
KATEGORI

OTOMOTIF
(5YEARS AGO) TARGET IF CONVINCE HANDOVER
TARGETED DIGITAL VIRTUAL EVENT
AUDIENCE
ADS POSM DEALER
(MEDIUM POTENTIAL)
IF NOT CONVINCE YET

MEDIA
TEST DRIVE
IF CONVINCE
TARGET TEASER MEDIA TVC ORGANIC WEBSITE BOOKING

AUDIENCE LAUNCH + OOH & PAID IF NOT CONVINCE YET
(HIGH POTENTIAL)
SEARCH
(SEO+SEM
+ REVIEW)
IF NOT CONVINCE YET
IF CONVINCE
OFFLINE BOOK FOR

DEALER TEST DRIVE
MATERIAL FOR ADVERTISING
AUDIENCE WHO ALREADY CONVINCED
IF CONVINCE
AUDIENCE WHO NOT CONVINCE YET
61
PERSEN?
NONTON TV?
BACA KORAN?
SELAIN DIMOBIL?
NYALAHIN RADIO
MASIH ADA YANG
MASIH…? BERAPA
62

PASTI MASIH ADA.
SELAMA PLATFORM
ITU MASIH ADA, PASTI

ADA AUDIENCENYA.
PERTANYAAN
UTAMANYA ADALAH..
63
DI PLATFORM ITU?
HADIR DIPLATFORM
BISAKAH IKLAN KITA
TAPI SEBAGAI NATIVE

ITU BUKAN INTRUDER,
64

INI TIK-TOK
CON-

Orang datang ke platform ini untuk konsumsi konten hiburan dan melihat apa
TOH- yang trending disekitar dan dunia, bisakah kita hadir dalam format spt itu?
ataukah kita malah hadir sebagai seorang yang sok asik masuk ke acara orang
tanpa diundang?
NYA
Twitter
Orang datang ke platform ini untuk konsumsi informasi terdepan tercepat, dalam
short durasi dan seringnya menggunakan kekuatan tulisan. Sering gak kita lihat
iklan yang promo produk dalam format print ad?
TV
Orang datang ke platform ini untuk mencari hiburan, bisakah kita hadir sebagai bagian dari itu semua?
layaknya kita datang pada taman bermain, audience datang untuk bisa menikmati hiburan dan berharap
ada hiburan-hiburan lain didalam taman bermain tersebut, dia pasti kesal jika ada yang datang
menghampirinya untuk minta sumbangan atau …”hi kakak, bisa minta waktunya dua menit saja…?”
Store
Silahkan bombastis dan detail menjual produk disini, karena disini memang
tempatnya orang datang karena sudah punya keinginan untuk beli atau jalan-jalan
dan ujungnya beli :)
65
66

Nama Cangkupan Targeted skip Interaction Features Risk/cost/replaceable
Whatsapp VERY LOW VERY GOOD YES YES YES LOW RISK

Social
Medium MEDIUM YES YES/NO YES LOW RISK
media
TV VERY HIGH VERY LOW NO NO NO HIGH RISK
Event LOW VERY GOOD NO YES YES Medium RISK
KOL LOW MEDIUM YES YES/NO YES/NO Medium RISK
Direct
VERY LOW VERY GOOD NO YES YES Medium RISK
message
67
RENCANAKAN

MATANG LALU
EKSEKUSI
VS
LAKUKAN
Ini based utama kenapa kita
perlu A/B testing. Dengan
memanfaatkan media yang low
risk, kita bisa melakukan
SEKARANG LALU
experiment sebelum nantinya
kita bisa melakukan big
investment. Ini yang sering
disebut growh hacking.
MODIFIKASI.
68
“ USE THE PRODUCT, “

AND LIVE LIKE YOUR AUDIENCE.
-
If you understand this and truly do this,
No Theory you need to know, No seminars you need to attend.
- andre_tu7uh -
69
BO-
NUS
70

you
when
Drink it
mean it
BARRDY

71
Informative Brand voices Context Craft
How we start At least we are here Will make you This copy will
relevant surprise them.
72
Informative Brand voices Context Craft
How we start At least we are here Will make you This copy will
relevant surprise them.
info membaca buku + minum Friendship, relaxation, Please find the best angle the unexpected
lights, young, (frame) that differentiate us
from other, even taking the
exact moment.
copy Lengkapi momen nyore Nyore gini loe ngapain? Pas lagi gak ada temen, Mungkin loe bukan orang
sambil membaca buku Gue sih baca, biar gak kali-kali bisa kali baca pertama nginjek bulan,
dirumah dengan terlalu nerd, minum ini. buku sambil minum ini. mungkin bukan yang
minuman ini. pertama juga nemuin
atlantis,
tapi loe mungkin bisa jadi
yang pertama baca buku
sambil tau enaknya minum
ini pas gak ada temen.
73
“ Mungkin loe bukan orang
pertama nginjek bulan,
mungkin bukan yang pertama

juga nemuin atlantis,
tapi loe mungkin bisa jadi
yang pertama baca buku
sambil tau enaknya minum ini

pas gak ada temen.
- Joddy, 42thn
The loneliness expert
BARRDY
Drink it
when
you
mean it 74
CASE
STUDY
75

Success Case study 1 - OCBC CURRENSHE
76

Success Case study 2 - Pantene Recharge Hair
77

Failed Case Study 1
78

Failed Case Study 1
79

PERINGATAN!!!
Mendengarkan tanpa menyaring dapat menyebabkan iritasi kuping,
diboong-boongin, dan kebelinger sendiri. Semua isi deck ini adalah
temuan, teori, dan pengalaman saya. Ambil yang bener, buang yang
salah. Resiko ditanggung sendiri, karena Saya pun masih belajar :)
Note: Ngobrol2 ini ada dilevel medium, ada beberapa hal yang akan berbeda banget jika case yang dihadapi dilevel bawah atau atasnya.
81
andre tu7uh
andre_tu7uh
Andreas | CCO Dentsu Creative Indonesia.
andretu7uh.com
Yuk ngobrol…
82

Thank You
QnA
Feel free to ask anything!

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Creative Marketing: How to Create

Advertisement that Sells

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

He got his first professional award when he was on an internship. At the

attitude brought him several awards in local and international

Joined TBWA Indonesia and got promoted to become a Creative Director;

In 2019, Andre Joined Dentsu as an Executive Creative Director in Dentsu

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

•Eksekusi Creative Marketing: Riset & A/B Test.

• Case study. (Expecting the Expected).

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

BAYANGKAN PADA WAKTU MALAM

KAMU BARU NYADAR,

KETIKA KAMU MENOLEH,

SEDANG MEROKOK, DAN MENIKMATI

KAMU TERSADAR, SATU2NYA YANG

KAMU HANYA PUNYA SATU KALI

APA YANG AKAN KAMU PERBUAT

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

TELL THE TELL THE TELL THE TELL THE

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

TELL THE TELL THE TELL THE TELL THE

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

AUDIENCE, DAN TEPAT

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

ADA ACTION PADA PRODUK

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

USP + MESSAGE WHAT TO SAY?

Parameter: BENAR Apakah artinya ini?

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

Understanding the product, what Business objective? Marketing

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

dengan cara trial.

4 What’s the solution 5 What’s the comm to 6

Ini yang disebut dengan “What To Say.”

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

#Cobain2minggu kalo mau

POSM/Vending machine Social Media

(CREATIVE) Parameter: MAGICAL

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

TERJADI HANYA DUA INI:

This is the fuel and engine + this is your driving skill.

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS

CREATIVE MARKETING: HOW TO CREATE ADVERTISEMENT THAT SELLS