As social media booming in Indonesia, especially major city like Jakarta, Surabaya, Medan and Menado, rumahdesign works with Ambrosia Communications (a company based in Singapore) to produce the airoptix Facebook contest jointly. Whilst Ambrosia Singapore develop the airoptix contest, Rumah Design assisted in the implementation of the campaign.
The brief: Use social media to campaign about new Ciba Vision product called Air Optix Aqua. The brand promise is to keep eyes fresh even after been used until midnight. Let the contact lens user try it but on smart way not cheap way even the budget is very tide so we have to think smart and efficiently.
The solution: We create facebook fanpage called air optix Indonesia, as this project will run as well in Vietnam after Indonesia. We create hype among the contact lens user within 15-30, M/F, internet user. We create a contest called Eyes Wide Open Contest, why ? as the brand promise is keep our eyes fresh even we use contact lens until midnight. Contest mechanism is, photo tagging. We will upload a picture on 3 times a week around 9 pm, so the contestant have to wait until night first, we will only choose first 10 taggers. The contest will run for 1 month. We also create twitter to tweet when the contest was running. And also announced when the contest will begin.
The result: Within a week hundred facebook user become our fans.
There are overload winner every time we upload photo. Hundred winners has tried our new contact lens and they share their experience by our wall post or even their facebook profile. So the news about Air Optix Aqua from Ciba Vission were spread rapidly and of course, efficiently =)