Summary
A potato chip with nothing new to say. So we stopped selling the chip and sold a world people wanted into: Japanese pop fandom, and a concert you couldn’t catch in Japan.
Year
2023
Role
Strategic Planner / Creative Director
Discipline
Integrated Launch Campaign
Services
Campaign Strategy / Interactive Billboards / Concert Activation / Radio Drama / Posters
Case study film
Brand’s challenge
In the snack aisle the mind sorts fast, and a chip with no obvious difference doesn’t lose the comparison, it never enters it. The product wasn’t the problem. The category had already filed it under “nothing new here,” and a chip filed that way never gets a second look. We had to earn that look, and give people a reason to talk.
The idea
People don’t queue for a product. They queue for a world they want to belong to. So we took the one thing the chip didn’t have and made it the whole hook: “Keripik Kentang Jepang yang Gak Dijual di Jepang,” the Japanese chip you can’t even buy in Japan. That line does two jobs at once. It turns “no USP” into a badge worth wanting, and it opens a question the mind won’t leave alone: if it’s Japanese but not sold in Japan, then what is it? We gave that curiosity a place to live, a full J-culture fandom world with LITEMAN against the potato monster, carried across interactive billboards, retro radio drama, posters, social, and a live concert.
Campaign Strategy / Interactive Billboards / Concert Activation / Radio Drama / Posters
The execution
01
Billboards
Indonesia’s first interactive digital billboard, LITEMAN against the potato monster, turning the campaign line into something people stopped to play with in public.
03
Radio Comm
Retro radio dramas told the snack’s origin story, parodying vintage Japanese superhero audio and stretching the world past anything you could see.
02
Concert Activation
A live concert built on Japanese city pop, cosplayers, and a surprise “LITEMAN vs. Monster” stage battle, so the fandom had somewhere real to gather.
04
Posters
Bright retro-futuristic posters across malls and city centres kept the line in front of people offline, where the aisle decision actually happens.
The impact
+164% sales
Buy into a world rather than a product, and people do more than spend. Engagement rose 5%, social buzz 25%, and sales landed 164% above projection. The line stuck hard enough that Indofood kept the world running for three years.
Sales vs Projection
+164%
Social Buzz
+25%
Engagement vs Similar Launches
+5%
Campaign Extension
3 years
Recognition
Gold Winner, Product or Service Launch
MMA Smarties / 2024