Marketing Featured Southeast Asia

Minelab Electronics names Lion & Lion as creative and media partner in Indonesia

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. 

SME Featured Southeast Asia

Grab, EMTEK, Bukalapak launches new program to accelerate digitalization for Indonesian MSMEs in small cities

Jakarta, Indonesia – Understanding that health and digitalization are the foundation of the society and economy, Grab, together with telco EMTEK and e-commerce Bukalapak, has recently launched an accelerator program called, ‘City of the Future’, aimed at targeting 10,000 MSMEs in small cities throughout Indonesia and help them on vaccination, adoption of digital platforms, and empowerment through training and mentoring for business development.

‘City of the Future’ will start in Kupang and East Nusa Tenggara, and will continue gradually in Solo, Gowa, and Malang, as well as Pekanbaru until the end of December 2021. MSMEs who will be joining this program can reach millions of Grab and Bukalapak consumers in the country. They will also be getting new income opportunities by having digital stores so as to maintain the stability of their business even during the pandemic. 

Through the program, Grab, Emtek, and Bukalapak will combine their expertise to train and assist MSMEs in order to improve their ability to be ready in joining the digital economy. Around 100 selected MSMEs in Kupang and Solo will also receive special training on business management mentored by Grab and Bukalapak, free assistance for one month from the design, packaging to marketing through social media and influencers, and free advertising on Grab and Bukalapak platforms. Moreover, five selected MSMEs will be receiving publication on the Emtek Group media network.

Neneng Goenadi, the country managing director of Grab Indonesia, commented, “We believe big futures also exist in small towns. We hope that the program can open the door to a wider market for MSMEs in small cities without having to move locations, and in the end, will have a comprehensive impact on the regional economy.”

Meanwhile, Sutanto Hartono, EMTEK’s managing director, said that the digital ecosystem collaboration owned by EMTEK and Grab will provide more complete access to MSMEs on our platform, from logistics to financial inclusion, through the Mitra Bukalapak and GrabKios platforms, for example.

“The EMTEK media network will play a role in increasing awareness for both customers and MSME players on the maximum use of digital platforms,” said Hartono.

Rachmat Kaimuddin, Bukalapak’s president director, noted that this joint collaboration continues their commitment to support the development of MSMEs in Indonesia through digitalization. 

“The Future City Program, which prioritizes tier 2 and 3 cities throughout Indonesia, is in line with our mission to create a fair economy for all with the main focus on empowering MSMEs and serving underserved segments.”

Platforms Featured Southeast Asia

Shopee launches campaign as Indonesian fashion brand Erigo forays to NY Fashion Week

Jakarta, Indonesia – Erigo, the Indonesian fashion retail that has been a staple in Shopee Mall, is set to grace the renowned New York Fashion Week (NYFW) 2022, and it has partnered with e-commerce to launch a campaign that will see both celebrating the said milestone with Indonesian consumers.

According to Shopee, Erigo has been a partner since 2017 and has seen significant growth in sales and brand innovation. The streetwear brand has won the hearts of users, making them one of the top favorite brands at major annual Shopee campaigns. In 2020, Erigo participated in the Shopee Export Program, Kreasi Nusantara: From Local To Global, where the well-loved Indonesian brand entered other markets like Singapore, Malaysia, Thailand, and the Philippines.

Called, ‘Erigo x Shopee NYFW’, the campaign will include different engagements and launches. For a start, Erigo’s appearance at the NYFW will be livestreamed on Shopee Live, which is exclusively available in Indonesia on 9 September at 8:00 pm. 

In addition to this, the Erigo NYFW runway collection will be available at the Erigo official store on Shopee Mall. Users will be able to purchase exclusive collections brought straight from the Erigo pop-up store in New York, and also enjoy up to 90% discount for various Erigo products. Lastly, shoppers will be able to purchase a ‘Mystery Box’ of Erigo products for only under Rp100,000. The campaign will run from 9 until 11 September 2021,

Handhika Jahja, Shopee’s director for Indonesia, commented that they are proud to witness the extraordinary progress of Erigo so far and to finally be able to deliver ‘Made in Indonesia’ products to an international stage. Jahja shared that Erigo is one of the 180,000 local MSMEs fostered by Shopee that have successfully penetrated the global market through the Shopee Export Program. 

“We hope that this collaboration can create pride and love for local products among Indonesians. It can also spark enthusiasm and create a good track record for more local MSMEs to follow,” said Jahja.

Meanwhile, Muhammad Sadad, the CEO of Erigo, said that the brand’s ability to penetrate into the global market certainly cannot be separated from the support and assistance they got from Shopee and the various programs held by Shopee have greatly helped the development of the business and realized their dream of bringing Erigo products to consumers in other countries. 

“We are very encouraged by the love and enthusiasm from Shopee users in Indonesia and around the region, empowering us to continue innovating the brand until we finally had an opportunity to represent Indonesia at the biggest fashion show in New York. To commemorate 10 years of work, Erigo will be debuting the new Erigo X collection exclusively at New York Fashion Week 2022, where users can watch through Shopee Live,” said Sadad.

Shopee said that it would like to reaffirm its commitment and passion in supporting the development and potential of local businesses that are an important part of the Shopee ecosystem through the Erigo X Shopee NYFW 2022. The recent collaboration is part of Shopee’s effort to strengthen the reach of homegrown brands in their own country and showcase the good quality of locally-made products.

Technology Featured Southeast Asia

Gojek, TenMax’s new tie-up aims to provide AI-based martech solution in Indonesia

Indonesia – Southeast Asia’s multi-service platform, Gojek, has announced a new partnership with marketing technology firm,, to support its advertisement network, GoGAN, in delivering ad services to consumer brands, merchants, and ad agencies in Indonesia.

TenMax is an innovative ad network focusing on research, innovation, and development of digital advertising technologies. It is committed to becoming the digital advertising and real-time bidding (RTB) ecosystem leader in the SEA region.

By leveraging TenMax’s artificial intelligence and Gojek’s insights-driven platform, the partnership aims to provide an AI-based marketing technology solution to marketers in the country, enabling merchants and brands to access, plan, and monitor their digital marketing efforts across social media and content sites in a real-time manner.

According to Gojek, the platform is founded on the principle of utilizing technology to remove life’s daily frictions by connecting consumers to the best providers of goods and services in the market, from transportation to food, among many other services. 

The platform’s GoGAN proprietary AI or deep learning technology can assist marketers in key aspects of programmatic media buying through a one-stop shopping cross-channel media buy, like buying Facebook or Instagram and local website ad space in a few clicks. Through this, the RTB capability makes sure advertisers get superior costs per click and impressions to reach their target audiences. Another is real time analytics and performance report generating dashboard, which provides brands and agencies insights and allows them to recalibrate marketing strategy.

“We are thrilled to partner with Gojek to support GoGAN in Indonesia, by combining our expertise and Gojek’s valuable insights to introduce solutions to the Indonesian digital economy,” commented Nathan Chu, TenMax’s CEO.

Meanwhile, Antoine de Carbonnel, Gojek’s chief commercial officer, said that through the collaboration with, they are further reducing the friction of digital media buying, allowing the merchant partners and global brand clients to optimize their digital marketing initiatives of all sizes, powered by their user-base and first-party insights, and the proprietary martech platform from, to create value for the Gojek ecosystem.

“We engaged with brands beyond the food sectors, including insurance, banking, lifestyle, fashion, gaming, and we look forward to working with ad agencies as well to provide innovative solutions to more world brands,” said de Carbonnel.

Brian Yang, the managing director of, shared that co-working with the Gojek team has been a pleasure, as the insights allow them to further train and optimize the RTB algorithm, placing the right content to the right audiences at the right cost. 

“With satisfactory initial results, we now work with more partners from the ad agencies world, premium content publishers, and the entire Gojek ecosystem, from global FMCG brands, consumer electronics, to regional SMBs, and MSMEs, to GoGAN platform as a solution for any company in Indonesia and beyond,” said Yang.

Technology Featured Southeast Asia

dentsu Indonesia adds CXM offering with Merkle launch

Jakarta, Indonesia – Global advertising network dentsu in Indonesia is adding customer experience management (CXM) services to their new business offerings with the launch of Merkle, a data-driven customer experience management (CXM) company that drives people-based marketing strategies and helps brands in creating competitive advantage through hyper-personalized experiences across platforms and devices. 

With this launch, dentsu Indonesia now has three service lines with multiple agency brands, alongside their existing creative and media offerings.

To kickstart Merkle’s operations in the country, 30 experts including data scientists, engineers, developers, and consultants will be established for reimagining the Indonesian customer journey and strengthening customer experience through CX consulting, digital transformation and data transformation.

For Maya Watono, CEO of dentsu International Indonesia, there has been no better time to launch Merkle in the country other than this time, noting that CX has become a critical component of businesses in Indonesia.

“Many Indonesian companies in multiple industries have started their CX strategies to boost their standing in the market and future-proof themselves to the demands of consumer experience in the digital world. Merkle Indonesia is ready to help brands innovate and map out their CX strategies to stay ahead of the curve,” Watono said.

Meanwhile, Zhengda Shen, president of Merkle APAC, commented, “The Indonesian consumers and business community are making the world envious with their innovative digital solutions. We are extremely excited to launch in-market and bring our world-class capabilities, experiences, and research into the country. We look forward to helping drive the future growth of the digital economy in Indonesia.”

Merkle creates competitive advantage through people-based customer experiences that are hyper-personal, informed by data, powered by technology, and delivered through creativity.

“By adding Merkle to the network, dentsu Indonesia has taken one step ahead towards the future of customer experience management. The importance of data management for business is now crucial as consumers demand a seamless and connected experience,” dentsu Indonesia said in a press statement.

Marketing Featured Southeast Asia

FCB Bangkok bags Ovaltine’s creative, digital mandate across 4 SEA markets

Bangkok, Thailand – Marketing communications agency FCB Bangkok in Thailand has announced that it has bagged the creative and digital mandate account of nutritional malted drink Ovaltine across four markets in Southeast Asia, namely Vietnam, Myanmar, Indonesia, and Cambodia.

Through the appointment, FCB Bangkok will lead the creative and digital mandate for the Brand, powered with 360- degree communication strategies aimed at defining the overall brand strategy and the portfolio strategy, as the brand charts its course for the next phase of growth.

For Tutiya Disphanurat, managing director at FCB Bangkok, this has been one of the agency’s toughest pitches in recent times, as it combines insights and understanding from four countries in order to increase engagement with the brand.

“Understanding the brand’s tone and business nuances in various markets was topped by the need to delve more deeply into the relationship of Moms & Kids and gain insights and cultural patterns. Over one and a half months of pitch preparation, we developed an integrated strategy to strengthen Ovaltine’s presence in these markets. The big win also showcases FCB’s strong network in SEA, with great minds coming together, across geographies, working with local and regional insights to make this win possible, together,” Disphanurat said.

Ovaltine, a rich Swiss heritage for over 100 years, features a strong brand awareness and enjoys a good reputation as a nutritional malt drink for kids and adults alike. Ovaltine is a nutritious and delicious drink brand enjoyed by millions of families around the world for its rich malt taste and nutritional value. 

For Pawika Tongtavee, marketing director of Ovaltine for the Southeast Asia market, they chose FCB Bangkok due to ‘their outstanding strategic capabilities and unique creative vision for Ovaltine’.

“FCB Bangkok’s strength lies with strategy, and they are the perfect partners who will help us take the brand to the next level. The passion of the team and the leadership towards the brand, coupled with high energy level and teamwork, is exactly the mix we were looking for,” Tongtavee stated.

Marketing Featured Southeast Asia

ID’s digital wallet DANA launches ‘No Drama’ campaign to reiterate three brand promises

Indonesia – Fintech DANA in Indonesia which provides a digital wallet has launched a new campaign called ‘Pakai DANA, #BebasDrama’ campaign, which translates to ‘Use DANA, #DramaFree’. 

With digital payment services enjoying an increased adoption at this period, DANA wants to remind consumers its position in convenience, and the new campaign aims to emphasize the three main benefits that DANA gives which are secured transactions, integrated financial solutions, and smart technology for easy transactions.

The #BebasDrama campaign follows its #GantiDompet campaign, which has the main message of “Change wallet.” Of the said campaign, DANA wanted to encourage Indonesians to shift from conventional money management to digitized wallets. Now the next plausible step is to help consumers realize how to best use a digital wallet.

“After inviting users to shift from conventional wallets to digital wallets in #GantiDompet campaign message, DANA now strengthens its role and position in varied daily activities. DANA is a digital wallet that’s able to set people free from payment impracticality and financial management,” said DANA in a press statement. 

The #BebasDrama campaign has been officially released in June, with an ad published on YouTube. The ad has already garnered over 17 million views as of writing. 

DANA said that the #BebasDrama campaign is also a manifestation of its efforts to reinspire the benefits of using a digital wallet among novice workers from Gen Y and Z who need practical solutions to support their transactions amid their vast productivity. DANA offers an array of features to manage daily activities ranging from money transfer, billers, to online commerce.

Vince Iswara, CEO and co-founder of DANA, said, “At this blossoming age, it provides us some space to explore and innovate in accordance with our users’ needs. We are aware of society’s desire to experience #BebasDama digital transactions that enable them with practicality, safety, and protection. Driven by this aspiration, DANA continues to develop new initiatives and affect the growth of users to application downloaders in both iOS and Android.”

In a social media post, DANA helps consumers tackle the three common money woes, or ‘dramas’, at the middle of the month

The #BebasDrama campaign also includes a strong content campaign on social media, specifically on DANA’s Instagram and Facebook pages. As a brand targeting young professionals, DANA’s social media content revolves around bite-sized helpful information on managing money. 

Marketing Featured Southeast Asia

MNC Group ties up with Magnite’s SpotX to scale video monetization in Indonesia

Indonesia – MNC Group, the integrated media company in SEA, has signed a deal for a new video advertising program with SpotX, the global video advertising and monetization platform, which is now part of the sell-side platform Magnite.

MNC Group is a conglomerate based in Jakarta, Indonesia that specializes in media, finance, property, and natural resources, as well as transportation sectors.

The partnership aims to accelerate inventory monetization for MNC Group’s online streaming services, namely Vision+ and RCTI+.

Vision+ is MNC Group’s OTT video streaming platform that offers premium TV channels and more than 10,000 hours of video on-demand content across international and local genres, while RCTI+ is the latest online streaming service and super app platform launched in 2019 that offers not only a range of MNC content library, catch-up TV features, unaired TV content, and original content production, but also content including news, radio, UGC, and games. 

Valencia H. Tanoesoedibjo, MNC Media’s chief operating officer, said that Indonesia has a fast-growing OTT consumer market with a strong demand for local content, and this has placed Vision+’s growth competitively ahead of Netflix and Disney+ in the country.

“Alongside RCTI+ and our strong portfolio of digital business, we’re excited to take our video advertising business to the next level with a programmatic video ad tech leader like SpotX to monetize our inventory and offer a premium audience to regional advertisers,” said Tanoesoedibjo.

Meanwhile, Gavin Buxton, Magnite’s managing director for Asia, commented that they are thrilled to be working with one of the largest local content providers leading the OTT space in the country.

“We’re excited to bring the newly combined strengths of SpotX and Magnite to deliver the best-in-class video advertising solution to content providers and advertisers,” said Buxton.

In April this year, Magnite has closed the acquisition of SpotX, with the aim to create the largest independent CTV and video ad platform.

SME Featured Southeast Asia

Transport tech startup Transporta offers system free trial to SME truckers

Jakarta, Indonesia – In its effort to digitize the logistics industry, Transporta, the Indonesian-based transport management system startup, has launched a free trial of its transport management system (TMS) for SMEs in the logistics sector.

Transporta’s solutions give a bird’s eye-view of logistics operations through a centralized cloud platform, which enables truckers to maximize the speed of their daily operations and utilize resources such as routes, truck space, and petrol usage.

The initiative aims to assist SME truckers, with 20 or fewer trucks in their fleets, to swiftly adapt to the country’s digital migration and rise in e-commerce activity, allowing them to use the firm’s TMS services at no charge for up to 75 trips per month.

According to Transporta, the initiative also seeks to tackle two problems plaguing SMEs’ logistic processes. First is the sudden influx of e-commerce orders from retail customers, which results in SME truckers transporting goods in half-full trucks at a moment’s notice, with empty haul back to origin city and barely any route optimization. And secondly, SME truckers losing out to larger fleets due to the low level of digital adoption and the high cost of logistics solutions.

Emma Hartono, Transporta’s chief operating officer, shared that TMS solutions are expensive, bulky, and more tailored for large-scale fleets, and with this, SME truckers are left in a hard place, doing business manually with Excel. 

“Transporta is here to offer help to these SMEs. Our long-term vision is to change highly-manual traditional logistics processes via digitalization, while emphasizing building a community and digital footprint of truckers,” said Emma.

Apart from its TMS solution, Transporta also offers a telemetry system to track each truck in every fleet, providing accurate and updated location information for all assets and building a digital footprint for SME truckers. A key upcoming feature is a community platform to share payload information among SME truckers, which connects to WhatsApp group chats, allowing SMEs to quickly combine their respective fleets and maximize routes to bid on and fulfill larger orders.

Transporta has also announced that it will be debuting its cost-efficient TMS in August, with plans to onboard 10,000 trucking companies over the next three years.

Marketing Featured Southeast Asia

L’Oréal Indonesia extends remit with Lion & Lion to launch new brand to the market

Jakarta, Indonesia – Lion & Lion, the digital-first agency operating in Asia, has announced that it is set to continue its partnership with global beauty brand L’Oréal in Indonesia. The first on its extended remit is introducing La Roche Posay, L’Oréal’s science-forward skincare brand, to the Indonesian market.

The launch of La Roche Posay is a result of the company’s positive reception in the Indonesian market and a response to increasing demands for healthier skin care.

Lion & Lion has been working with L’Oréal since 2016 and assisted the French cosmetics company with its L’Oreal Paris, Garnier, and Maybelline brands in Indonesia. 

The agency will be launching a comprehensive campaign for La Roche-Posay, and part of this is the development and execution of the brand’s social media communication strategy as well as building a local website for Indonesian consumers.

La Roche-Posay
From La Roche-Posay’s website in Indonesia

Nestya Sedayu, the marketing manager of L’Oréal Indonesia’s Active Cosmetics Division, shared that they have observed a recent shift in consumer trends, with more consumers looking towards dermatological skincare for “reliability, efficacy, and safety.” 

“As one of the world’s leading skincare brands, we are confident that La Roche Posay will be able to match our existing success in the Indonesian market. Seeing as how Lion & Lion has been a strong partner both creatively and digitally for the L’Oréal Indonesia group, we believe the agency will provide strong support as well for the launch of La Roche Posay and will continue to play a pivotal role in growing the brand in Indonesia,” commented Sedayu. 

The brand launch campaign will focus on raising awareness for La Roche Posay on its social and digital platforms, namely Facebook, YouTube, and a localized website – 

Through the campaign, the agency will also be highlighting the brand’s proposition of offering product lines that are targeted at sensitive skin, specifically those with skin concerns. Together with this, building up strong brand equity and desirability among consumers will also be part of the agency’s roadmap for the brand. 

John Campbell-Bruce, Lion & Lion’s managing director for Indonesia, is confident to take on the responsibility with La Roche Posay, stating the team’s significant experience in the beauty and cosmetics market over the past six years, providing it with strong insights into consumer trends and behaviors. 

“We are excited to continue our journey with L’Oréal Indonesia through the launch of La Roche Posay, a brand that offers positive social impact through its products,” said Campbell-Bruce. 

He adds, “This sense of inclusivity appeals to our audience and we have noticed this in the way they have engaged with our content. Our approach will build on this insight and show how La Roche Posay brings people together through its products’ brand promise of safety and accessibility.”