The #GoNoDrop Beautiful Umbrella Ojek Campaign, held in February - March 2016, brought PT. Avia Avian, through its flagship product No Drop Anti-Leak Coating Paint, to win Indonesia Most Experiental Brand Activation Award 2016 in the category Education & Awareness Building Event, Thursday (27/10) in South Jakarta.
Brand activation has become a marketing support activity that can bring a brand closer to its audience. No Drop Anti-Leak Coating Paint understands the importance of interaction between the brand owner and its audience. Through #GoNoDrop, an integrated brand activation, No Drop Anti-Leak Coating Paint carries the concept of an educational experience in delivering its brand message to its audience.
Besides providing free umbrella ojek services to its audience, #GoNoDrop also proved that No Drop is a strong, elastic, and durable anti-leak coating paint. This was proven by umbrellas specially made from fabric material which were then coated with No Drop on the top part.
The unique and creative concept of #GoNoDrop successfully received an award in the category Education & Awareness Building Event at the 8th awards event organized by MIX Marketing Communication Magazine. The programs grouped into these five categories were judged by four Jury members from marketing experts, brand activation practitioners, academics, and media, with the following assessment criteria:
- STRATEGY CONCEPT: assessing the effectiveness of the strategy in addressing the challenges and needs of the brand—as described in the background of its implementation, originality and uniqueness of the concept, and the relevance of the concept to the values carried by the brand.
- EXECUTION: assessing execution creativity, cost efficiency, including execution details
- INTERACTION: assessing the level of bonding and interaction of the brand with the audience who participated in the brand's activity.
- OUTCOME/RESULT: assessing the achievement/results of brand activities by referring to the objectives of the program's implementation. Results can be seen from media monitoring documentation, the number of audience involved in the program, stakeholder testimonials, photo documentation, and so on.
- AMPLIFICATION: assessing strategies to amplify the program through the use of social media, community involvement, and so on.
It doesn't stop here; #GoNoDrop will be held again from December 2016 – February 2017 to accompany the community during the rainy season. And look forward to other innovations from No Drop, No Leaks Leaks.....
