#SiapaBilangGakBisa

- a national anthem and music video

Indonesian women are constantly fighting a battle between societal expectations and their personal ambitions. In line with the global brand positioning ‘Strong is Beautiful’ we articulated our campaign idea with one question; “Siapa Bilang Gak Bisa” or “Who says we can’t?”. A celebration of strong women who play dual roles with ease and panache. Who better to deliver this message of self-belief through a national anthem and music video, than Pantene’s brand ambassador, Anggun; mum, rockstar and the face of Indonesia to the world.

The song was featured on music platforms such as Indonesian radio, iTunes, Joox, Spotify and YouTube. Anggun performed the song in a sing along format at RCTI’s (TV channel) 29th anniversary. ‘Indonesia’s Oprah’, Najwa Shihab interviewed Anggun to delve deeper into the story of her duality. In addition the conversation was fuelled by PR, articles, segments on Indonesia’s biggest TV talk show, “Hitam Putih”. Finally, Pantene KOL’s and their stories were featured on the cover of Femina Magazine’s 10th anniversary edition.

In just 3 weeks the campaign achieved over 127 million impressions. The anthem was viewed over 6 million times on Youtube. The song was streamed over 6 million times on iTunes, Spotify and Joox, and over 1.4 million organic posts was created on Instagram alone. What began with a song, cascaded into a nationwide conversation.

Spikes Asia 2018 Shortlist

creative strategy // comms planning // messaging strategy // segmentation

Agency: Grey