2. Celya Octiviana Utami (Managing Director)
Wulan Suci Handayani (Creative Director)
Faisal Aruna Muttaqin (Creative Director)
Juwita Dama Septanti (Digital Media Director)
Pryanto Dwinanda Yanzi Putra (Media Director)
3. Nu Milk Tea, a blend of the best tea leaves (Pekoe
Tea) and original high-quality milk, with pleasure and
smooth sensations. Nu Milk Tea is available in bottles
of 330 ml. PET ASEPTIC COLD FILLING TECHNOLOGY
packaging that produce flavor and texture of the
nutrient content in product is maintained.
(www.abcpresident.com/products.php?id=11)
4. RESEaRCH
Here are the results of our analysis from the qualitative
research conducted in ten respondents / costumers :
People who love milk tea are definitely like Nu
Milk Tea
People who like “teh tarik” and Thai Tea are
potentially like Nu Milk Tea
1
2
Nu Milk Tea can be enjoyed for during and after
the activity
3
Taste a bit of fullness after drinking Nu Milk
Tea because its milk
4
People who do not like Nu Milk Tea is not just
because it is not according to taste, but the
sweetness is also become consideration
5
PROBLEM
Brand problem
Milk tea is beverage derived from United Kingdom and has
become a habit for British. But has not become a habit of
Indonesian. Most consumers assume Nu Milk tea tastes
weird, but some think it tastes good.
Milk tea is beverage derived from United Kingdom and has
become a habit for British. But has not become a habit of
Indonesian. Most consumers assume Nu Milk tea tastes
weird, but some think it tastes good.
COMMUNICATION problem
6. Target audience
Male & Female, 15-26 th, Student/First jobber, SES B, C, C+
Demography
Jabodetabek
Geography
Workhard, playhard, feeling harder
Psicography
KEY FACTS
A person who is falling in love express their feelings through
the provision of an item
Something sweet synonymous with romance
INSIGHT
Experience is everything.
Sweet memories is hard to forget.
7. Adapted from one of the hits of the band from the United
States, Boys Like Girls (featuring Taylor Swift) that tells a
pair of lovers who are unable to live apart.
Rational:
Nu Milk Tea is a mixture of tea and milk are inseparable.
If only milk or only tea its not Nu Milk Tea. Then, Nu Milk
Tea is associated with lovers who can not live separately
with implementation in the form of a love story of ‘Mikha
and Tita’. (slice of life).
Reason to believe:
Nu Milk Tea is creamy and sweet can evoke the mood back
because the feeling of ‘so sweet’.
BIG IDEA
8. STRATEGY
Rise of experiental
1
Using emotional appeals so much impression
in the memory that is linking sweet memories
with Nu Milk Tea that tastes sweet. Because the
target is milenials generation, this campaign
emphasizes the four values:
Tendency millenials who have
high curiosity and interesting
to try new things because of
the experience.
Radical transparency
2 In this digital era of free
expression, millenials showed
their experience against the
current trend.
Fear of missing out
3 Fear of the individual if it does
notfollowtrendscarriedoutby
friends or people around him.
They worry not considered to
exist.
Slice of life
4 Telling the story of someones
life is not much different
from the experience of the
audience.
Source: jwtintelligence.com, Advertising & Promotion (Belch)
9. TACTICS
& IMPLEMENTATION
Social Buzz: Mikha Mencari Tita1
To increase brand awareness
Scenario:
Mikha shared his photo with Tita when their were little
kid on his path with attractive and touching caption. Then,
Mikha’s friend (our buzzer) re-path and share Mikha’s
moment on her social media to increase public attention.
10. Buzzer:
Chacha is an radio announcer who very active in her social
media. Her character is suitable for this campaign. We
choose her because based on the success of KFC campaign
#ThePowerofSocialMedia.
Miniseries“TwoisBetterThanOne–MIKHA&TITA2
on Nu Milk Tea Youtube channel
11. Background
story:
Mikha and Tita are
chilhood bestfriends and
lived be neighbords. They
have two different habit,
Mikha likes to drink milk,
but Tita like to drink tea.
After spent time together,
they were separated away
because Mikha has to move
overseas with his family.
Youtube Parody3
Print Ad
Using the buzzer on youtube to make a parody of romantic
series that has been running (July 2016). The aim is to
raise public attention to the campaign Nu Milk Tea.
12. Youtube Buzzer:
@skinnyindonesian24
Subscribers : 268.091
Rasional : Andovi and Jovial are two brothers who already
famous as comedy vlogger with around 200.000 video viewers.
@Edhozell
Subscribers : 165.113
Rasional : He known as “Pardy Man” on Youtube. His
parody video has become best parody on Youtube with one of
2.5 million viewers.
Official LINE NU Milk Tea4
To provide updates on products and promotional activities
(quizzes, events, etc.).
13. SocMed Buzz: Creepy NU Milk Tea5
A viral campaign on the
use of the buzzer. Make
the audience curious about
where Nu Milk Tea is only
just tea or milk only. So that
the audience will find out
Nu Milk Tea as experienced
buzzer.
Buzzer:
@adelladellaide
(483K followers)
With that many followers,
eating impressions and
reach will also be high.
Adel character of the little
passionate and persuasive
would make the buzzer in
this campaign.
NU Milk Tea Quiz1
..........................................
To make trial
Conducted a quiz with the
requirements of having to
buy Nu Milk Tea beforehand.
Reward:
• 1 iPad mini
• GoPro camera
• Rp 1.000.000 for 5 winners
*not include tax and administration fees
14. NU Milk Tea Truck1
Increase sales & engagement
Nu Milk Tea Truck besides serving Nu Milk Tea as the main
menu is also available snack foods such as breads, pancakes,
french toast and other snacks that fit in consumption along
with Nu Milk Tea. In addition there is Nu Milk Tea are
combined into a unique menu, such as Nu Milk Tea bubble,
Nu Milk Tea float, etc. The following activities Nu Milk Tea
Truck:
Nu Milk Tea Truck “Goes To Campus”
University as a target audience everyday activities become
the first object of this program on ground activation. List of
host institution:
• Universitas Indonesia (Depok)
• Universitas Pancasila (South Jakarta)
• Universitas Gunadarma (Depok and Bekasi)
• Universitas Paramadina (South Jakarta)
• Binus University (Campus Anggrek, Jakarta Barat)
• Universitas Trisakti (West Jakarta)
• Universitas Moestopo (South Jakarta)
• STIKOM Interstudi (South Jakarta)
• STIKOM LSPR (South Jakarta)
• Universitas Bakrie (South Jakarta)
15. #DearMyFavoritePerson2
Nu Milk Tea mediating secret admirer messages to the
intended person, subject to purchase Nu Milk Tea in
advance at the moment of Valentine’s Day. Nu Milk Tea
will keep secret the identity of a secret admirer.
Maintain Loyal Customer
NU Milk Tea Special Bundle1
Buy two NU Milk Tea get special bundle with special
price (only Rp 10.000,-) at 7eleven, CircleK, Afamart, and
Indomart.
..........................................
Develop NU Milk Tea Truck2
16. NuMilkTea Truck will come in several big cities in Java, such as
Surabaya, Semarang, Bandung, Yogyakarta.
Create Bumo
After all this campaign, people are already familiar with Nu
Milk Tea.
Recall Advertising1
Create ads that serve as the recall with the message
Nu Milk Tea is a beverage that is right that every day
becomes a sweet moment with tagline “Jadikan tiap
harimu manis dengan Nu Milk Tea” with media:
1. Magazine
2. TV
3. Radio
4. Digital/social media Nu Milk Tea (maintainance)
NU Milk Tea Cafe2
Café are made after the end activities of Nu Milk Tea
truck. We recommend Nu Milk Tea café opened in Kota
Kasablanka / fX Sudirman / Central Park.
17. Episode 1:
- Part 1 : Mikha mengintip ke luar rumahnya. Ia memperhatikan dengan seksama tetangga
barunya tersebut. Mikha hanya bisa memandangi gadis perempuan tersebut dari jauh karena
takut untuk berkenalan.
- Part 2 : Pada saat bulan puasa tiba, Mikha sering ditugaskan ibunya untuk membeli ta’jil.
Karena sering bertemu dengan anak perempuan yang juga merupakan tetangga barunya pun
itu, Mikha akhirnya memberanikan diri untuk berkenalan. Setelah berkenalan, mereka menjadi
semakin akrab dan sering melakukan buka puasa bersama. Namun ada satu kebiasaan mereka
yang berbeda. Mikha lebih suka berbuka puasa dengan susu sementara Tita lebih suka berbuka
puasa dengan teh.
Episode 2:
- Part 1 : Pada saat lebaran, mereka bertemu dan bersilaturrahmi dengan para tetangga. Namun
karena sebuah kesalahpahaman, mereka berdua bertikai memperdebatkan mana yang lebih
lezat antara susu dan teh.
- Part 2 :Untukmenghentikanpertikaianantarkeduanya,salahsatuorangtuamerekaberinisiatif
untuk mencampurkan teh dan susu menjadi satu.
Episode 3:
- Part 1 : Mika menemukan sebuah surat di atas meja kerja ayahnya. Ia sangat terkejut karena
map tersebut bertuliskan “Dinas Ke luar Negeri”.
- Part 2 : Dengan berat hati, Mika mengucapkan salam perpisahan dengan Tita karena ia harus
ikut ayahnya pindah dinas ke luar negeri. Mika sendiri tidak tahu berapa lama ia akan berada di
luar negeri.
Episode 4:
- Part 1 : Di London, Mika memiliki kebiasaan sarapan dengan teh susu. Hal ini membuat Mika
selalu teringat dengan sosok Tita, teman masa kecilnya.
- Part 2 : Pada suatu malam, Mika mendapat kabar bahwa Tita akan menikah. Mika sangat
terkejut dengan berita tersebut. Tetapi ternyata, berita tersebut hanya sebuah mimpi. Keesokan
harinya, Mika bergegas untuk mencari tiket ke Indonesia karena ia ingin menemui Tita.
Episode 5:
- Part 1 : Setibanya di Indonesia, Mikha langsung menuju ke rumah Tita. Namun sesampainya di
sana, Mikha harus menahan rasa kecewanya karena ternyata Tita sudah pindah rumah. Mikha
pun bingung harus mencari Tita kemana.
- Part 2 : Di tengah rasa putus asa-nya, Mika memutuskan untuk Dimampir ke supermarket
sebentar membeli Nu Milk Tea. Tanpa disengaja, ia menyentuh tangan seorang wanita yang
ingin mengambil sebotol Nu Milk Tea juga.
Episode 6:
- Part 1 : Mikja sudah tidak mengenali wajah Tita. Mereka tidak saling mengenal. Mereka
akhirnya berkenalan dan dari sinilah Mika baru sadar bahwa wanita tersebut adalah Tita, teman
masa kecilnya yang ia cari.
- Part 2 : Mikha dan Tita terus menjalin hubungan hingga akhirnya Mikha menyatakan cintanya
pada Tita.
storyline/scenario mini series
Attachment: Storyline
