Jakarta, Indonesia – Digital-first agency Lion & Lion has been appointed to launch global metal detector manufacturer Minelab Electronics to the Indonesian market. Lion & Lion said the partnership, which officially started in September, will focus on raising audience awareness of Minelab’s products and drive visits to the brand’s website for further inquiry.
Minelab is a global company that delivers metal detecting technologies for treasure hunting, gold prospecting, and countermine operations. Promoting a premium product to an entry-level niche market in Indonesia, the agency shared that its winning strategy built upon Minelab’s tagline of “With Minelab, you’ll find performance is everything.”
Using a holistic brand and communications approach, the agency worked with the brand to create a go-to-market strategy that targeted consumers in a niche market. The full campaign will make use of data and analytics to curate strategic content placement in media and creative asset production.
According to Jerry Soeria, creative director at Lion & Lion Indonesia, the initial launch is designed to build the brand’s presence and prepare a benchmark for future campaigns.
“As the brand is new here, we are focusing our efforts on driving awareness of the brand and its ranges’ key product benefits so we can position Minelab as a premium, yet accessible brand for new users that offers superior quality products,” said Soeria.
The agency’s Managing Director John Campbell-Bruce said that with the current positive perception and brand awareness of Minelab, the agency now moved to identify opportunities for Minelab to reach out to hobby treasure hunters in entry-level markets.
“This is due to the growing trend of amateur adventurers seeking to make treasure hunting a new source of income and who are looking for a product that can make their dream a reality,” he said.
Campbell-Bruce added, “With our insights on the local market and our agency’s experience in engaging new users through data-led awareness and targeted lead generation campaigns, we are confident Minelab will experience strong growth in Indonesia and beyond in the coming year.”
Jim Kwo, Minelab Electronics’ GM for APAC, also commented, “Lion & Lion impressed us with a quick mastery of our product line, marketing goals, and insights into the local markets. Their team is highly responsive and we are looking forward to establishing a major presence in the Indonesian market.”
In June this year, the Indonesia team at Lion & Lion has also announced acquiring an extended remit for skincare parent brand L’Oréal to similarly launch one of its brands, La Roche Posay, to the Indonesian market.