“Never thought! But thank God, our work never useless.” Bili said.
Monitoring the twitter timeline #Pinasthikafest, Brian Fitriadi Jayendar surprised when Saturday night (19 September), his work won the creativity award in Pinasthika 2015. Bili actually not expected his participation for the first time with his partner, Guwon Rizki successfully won Pinasthika Award 2015 Urban Idea Award category. Unfortunately, they can’t be present at the awarding night and must be represented by a representative of Growmint Digital Agency, where they work.
After meet their “Gold” trophy (Monday, 21/09), Bili & Guwon had shared about the work that got them to win the Urban Idea Award 2015.
“Never thought! But thank God, our work never useless.”Bili said when he first holds the award he won a trophy in the office Growmint Digital Agency.
Bili said that work created with his partner, Guwon comes from the simple idea that they have encountered in Tanah Abang, according to the brief given by the committee in Pinasthika Award 2015.
“Lama-Lama Aku Tak Cinta actually is a simple idea. One of the most visible problems in Tanah Abang is traffic jam. Most of jam in Tanah Abang is caused by public transportation. So we want to make the public mindset in Tanah Abang to leave the angkot if they stop too long in Tanah Abang (ngetem). “Clearly Bili after won the award.
Guwon added, Lama-Lama Aku Tak Cinta is a strategy to convey a message that is as simple as possible in order to minimize ‘ngetem’ by public transportation in the area Tanah Abang. From the insight they get, most of the users of public transportation in Tanah Abang actually dislike if public transportation stop too long to wait the passenger. Other effects, public transportation stops carelessly causing congestion in the area of Tanah Abang.
“Then we play in the visual. How do we let the target audience in the same Tanah Abang understand our message. Because the target is the public transportation, we use visuals as simple as possible. Continues, copy the text is also not complicated. Use words that are normally found in Indonesian tv cinema (sinetron). “Clearly Bili also became Art Director at Growmint Digital Agency.
For the distribution of the message, Guwon explained that the visual “Lama-Lama Aku Tak Cinta” will be placed at all public transportation in Tanah Abang. By being in the direct target object, it is expected of public transportation users will better understand the meaning of the message. Not only that, public transportation drivers will be aware that if they stopped for too long, passengers will switch to public transportation that is not ngetem.
“It’s a simple way we as creative people in the world of advertising. Hopefully will be many awards we get again in Growmint. “Said Guwon who is also the Social Media Specialist at Growmint Digital Agency.
Growmint Digital Agency is an advertising agency that uses a performance-based digital media in any strategy that is offered to business partners. Being competitive in an office environment, Growmint encourage all #Growmates (greeting staff in Growmint) in order to continue to work and create new things from time to time.
