Waktunya Crystal Chill

Project Overview:

To meet the new demand for easy-to-drink beer, BINTANG, Indonesia's #1 iconic beer, launched BINTANG Crystal, pioneering the growth of the sessionable beer category with a smoother, less bitter taste profile in the country.

Amidst the pandemic, BINTANG Crystal's "Waktunya Crystal Chill" campaign called on Indonesians to bravely face the pandemic with an optimistic attitude and social responsibility. Within the first year, BINTANG Crystal drove trial and awareness purely through various online channels until restrictions for offline events were relaxed.

By the end of the first campaign, BINTANG Crystal successfully positioned itself as a promising player in the new category, with increasing salience, market share, and brand power.

Problem Statement:

For 70 years, BINTANG has been the leading beer brand in Indonesia. However, its success has also created some legacy challenges for continued growth. A significant portion of its consumers associate it with their fathers' generation, view it as a beer consumed mainly during holidays, special occasions, or hangouts, and consider it to have a bold, bitter taste that younger generations do not prefer.

When the pandemic hit, bars closed and drinking at home was not an option. The pandemic has also affected all of us, particularly in Indonesia where, at one point, the health system was in danger of being overwhelmed. The government responded with a series of restrictions and lockdowns, and many Indonesians couldn't help but feel bitter about the limitations on their lifestyles.

Challenge

One of the way to keep the brand appeal to younger generation, BINTANG launched BINTANG Crystal, a new beer designed to appeal to a younger generation of drinkers who prefer a less bitter taste and want to enjoy beer casually rather than only on specific occasions.

However, launching during the pandemic posed a challenge. Despite planning for months ahead, health protocols made it impossible to carry out an offline launch. As a result, BINTANG Crystal had to launch online at a time when the public and media were showing signs of fatigue from online events and meetings.

Ideation Process:

Insight

When trying to be relevant, BINTANG is implying to the Gen Y and Gen Z. We understand the fact that this group of Gen Y and Gen Z is:

Socially active, up to date with the latest social phenomena, and opinionated. When a public figure is making seemingly controversial choices, they like to weigh in -- both on social media and during discussions with friends.

They want to appear culturally relevant and “woke”. They want to do the right thing, but might become carried away. Will appreciate platforms to express their identities and exchange ideas in a “chill”, positive manner -- which contributes to their curated self.

As “cancel culture” grows worldwide, the knee-jerk reaction to bash someone with a different, “wrong” opinion also grows in Indonesia -- especially on social media. We wanted to tap in to BINTANG’s value of Berbeda Bersama (Unity in Diversity).

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BERBEDA BERSAMA What if we offer a lighter take on issues that elicit abrupt judgment or break (young) Indonesians apart? What if BINTANG leads the way to ‘chill together’ and bridge across differences?

In line with the brand’s objective to becoming more relevant to younger generation, it launces BINTANG Crystal, a smoother and less bitter beer. With that, the campaign objective stated to:

Intro BINTANG Crystal to new beer drinkers, existing beer lovers, and Indonesian Gen-Z as the beer that can be enjoyed on more occasions than previously imagined and can be paired with a variety of foods.

Build “smooth” and “less bitter” association among “Open to Alcohol” segment

Increase regular consumption by Beer Drinkers

Strategy

BINTANG Crystal drew inspiration from the Father of PR, Edward Bernays, and tapped into this undercurrent of emotion in the Indonesian psyche during the pandemic.

The brand's Waktunya Crystal Chill (It's Time for a Crystal Chill) campaign, communicated solely through social media, encouraged Indonesians to be less bitter about the complex social environment they find themselves in, and instead celebrate the camaraderie and positive aspects of their lives. This message was also consistent with BINTANG's philosophy of Berbeda Bersama (Unity in Diversity).

Execution Phase:

Kick Off Campaign

In July 2021, BINTANG Crystal launched the Waktunya Crystal Chill campaign alongside a product launch. The campaign began by distributing PR Kit invitations to key media and influencers that contained cards, chips, and painting tools corresponding to the digital launch activities.

Renowned key opinion leaders such as Kallula, Iyas Lawrence, and Kenny Santana also participated in a live internet debate during the digital launch. They discussed becoming more "chill" when talking about heavy topics such as "cancel culture".

Despite being conducted digitally during a period of high COVID-19 cases in Indonesia, the unique format of the digital launch successfully engaged participants. The event received over 66 earned posts from KOL and 100% positive feedback from invited media. Feedback described it as a "unique" and "fun" way to deliver digital events, amidst Zoom fatigue.

To promote a more laid-back and enjoyable atmosphere, BINTANG Crystal organized a user-generated content (UGC) competition called “Sponsor Your Chill Time,” which included public sampling. Consumers could request a Crystal Chill kit through social media, which generated discussions under the hashtag #WaktunyaCrystalChill on Instagram and Twitter.

BINTANG Crystal made it easy for everyone to try the new beer from the comfort of their own home. This activity created an exciting and easily shareable experience that generated buzz. The content created by consumers also supported our owned channel content, adding to the campaign's authenticity and contributing to the growth of our owned channel's followers.

Sustaining Conversation

To further spread the message of relaxation and enjoyment, we collaborated with highly impactful influencers Chef Juna Rorimpandey and Chef William Gozali for the “Challenge The Chef” festive campaign. We invited people to challenge their favorite chef to create easy-to-make dishes from unusual ingredients to be paired with our product using the Instagram Q&A feature. BINTANG Crystal also maximized the hype of the “Add Yours” feature to amplify the activity.

The campaign extended beyond social media by partnering with Future10 to explore the “metaverse” and create a virtual city for the Brightspot Market. Consumers could experience virtual booths and explore the city as an alternative to in-person window shopping.

Measurement & Evaluation

Only six months after public launch, through sampling and brand activations, Crystal has become one of the top-of-mind brands amongst consumers, particularly Gen Z. Third party data shows that consumers perceive Crystal as a beer that is chill, fun, smooth, and easy to drink. However, it is worth noting that this campaign yielded:

Positive-Toned Coverage of the Campaign

100% positive tone and neutral for #WaktunyaCrystalChill
1,303 favourable conversations on social media in 2021
64 news articles published with 239,582,841 total daily pageviews

Social Media Performance

793,190,343 total impressions
872,308 total engagement
100% positive tone from event partners, influencers who participated in the events, and public sampling package recipients
99% sampling recipient would like to recommend crystal
95% sampling recipient like the taste of BINTANG Crystal
+62.47% followers in 5 months
17,193 New followers on BINTANG’s Instagram account (@birbintangindonesia) within 22 days (+62.47% followers in 5 months)

Takeaways:

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The pandemic made us think outside the box. BINTANG Crystal was launched during the peak of journalist zoom fatigue, so we tweaked the format to create a more engaging and experiential activity. We also maximized social media for brand awareness and engagement.

This is an integrated campaign involving the following partners:

Maverick Indonesia, Strategic Comms, PR, Digital: Marsha Imaniara, Helsa Ivana, Syafira Maharani, Christine Anastasya, Cindy Kitty Heronita, Daffa Naradipha, Inez Ignatia Waworuntu

Publicis (Creative Strategy, Idea, ATL Assets)

Dentsu / Redstar (Media Buying)