FYI

Indie media agency Leverate wins big pharma account with ‘mega-brands’

Independent media agency Leverate Media Asia has won the account for Indonesian pharmaceutical company PT Bintang Toedjoe, whose brands include Komix and Extra Joss Active.

Adryana is excited about the account win

Headquartered in Berlin, Germany, Leverate also has offices in Jakarta, Singapore, New York, San Francisco, London, Paris, Munich, Cologne and Bangkok. Leverate vice-president of consulting Meutia Adryana said: “Both brands are part of the daily life of every Indonesian and we are excited to support these Indonesian mega-brands to strengthen their digital presence and messaging.”

The announcement: 

Leverate Media Asia (PT Leverate Services Indonesia) is proud to announce being appointed as the lead agency for PT Bintang Toedjoe, a subsidiary of PT Kalbe Farma, Tbk., brands “Komix” and “Extra Joss Active”. Komix, the market leader for cough medicine, launched a new product category called “Komix Herbal” to tap into herbal market and leverage its penetration. 

A key task in the multi-agency pitch has been the development of a strategy to educate the market further about “herbal cough medicine”, its benefits and especially compared to more common chemical cough drugs. The long-term project includes creating a digital presence for Komix Herbal from scratch, setting up the brand’s value proposition as an herbal cough drug and starting to build strong awareness for the new products. 

Last but not least, the overall campaign success will be measured and assessed in brand engagement and sales. Leverate started taking over all Social Media duties and strategically engaged their famous brand ambassador, Luna Maya, into the digital assets. The campaigns are smartly linked to Komix official eCommerce page on Tokopedia to generate measurable sales online as well. Leverate has been able to impress PT Bintang Toedjoe with its strong ideas, deliverables and commitment working on Komix Herbal, but also won a separate, parallel running creative and digital pitch for Indonesia’s superbrand “Extra Joss” on top. 

Meutia Adryana, VP Consulting at Leverate Media Asia adds “Winning two major brands, two separate pitches, from one company, makes us very proud. The FMCG sector in Indonesia shows most likely the strongest competition between creative agencies plus full service providers like Leverate and therefore I am very happy for everyone involved that we have been able to strike twice. Both brands are part of the daily life of every Indonesian and we are excited to support these Indonesian mega brands to strengthen their digital presence and messaging.” 

Extra Joss is a powder-shaped health supplement and designed for an active lifestyle. Extra Joss Active has been assigned to Leverate Media Asia for a distinctive, integrated campaign and a strong focus will be put on strengthening the “Laki Go To Health” campaign in terms with a newly developed creative execution on all digital platforms and channels. 

Extra Joss, sponsor partner of this year’s Champions League winner Liverpool F.C., is very well positioned in the sports environment but wants to create a new persona that is more focusing on healthy lifestyle as well. Leverate developed a well-balanced concept that addresses the strongly positioned sports dimension together with personal daily activities – and even includes the message that Extra Joss Health Supplements actively supports to achieve healthy and productive lifestyle. 

“Leverate’s team presented us with beautiful ideas for both brands together with a unique, distinctive digital strategy. We liked their creative thinking that is strongly focusing on generating measurable sales and efficiently spreading the right message to the right personas. This is what we expect from a partner. Komix Herbal and Extra Joss have a big future on the digital channels and we are looking forward to fully rolling out all our joint ideas and concepts to engage our audiences with smart and tempting ideas.” Andry Mahyudi, Head of Digital at PT. Bintang Toedjoe comments.

Source: Leverate Media press release

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