Page 29 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction KEY TAKE AWAYS
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MIND THE CLUTTER, WATCH FOR GAPS
Indonesia is a market that is now crammed with advertising, to the extent that Maxus Indonesia report that TV audiences are now subjected to an average
of 13 to 14 ads in a typical prime-time ad break. While the color and dynamism of advertising is welcomed as novel entertainment in some of the more remote parts of the country, in the cities, especially in the capital, there’s weariness among consumers who feel they
are bombarded by advertising that has become so ubiquitous it is no more efective than wallpaper. The importance of creating advertising that can cut through this clutter is, therefore, vital to appreciate, particularly as the overall investment being made in advertising continues to rise, and is forecast by GroupM to grow a further 13.5 percent in 2015.
ALIGN WITH LOCAL VALUES AND ‘FEEL’ LOCAL
Give your brand a local identity – even if it’s a global success – by ofering something new and aspirational that works with, rather than in opposition to, respected traditions. Millward Brown LinkM data shows that Indonesia has the lowest receptivity of any Southeast Asian market to ads coming from other markets in
the region, with only 39 percent of high-performing regional ads also performing well here. But adding a local face to an international campaign is only getting localization half-right. Making a real connection means relating to consumers with a human truth that feels relevant and familiar – but without using tired national stereotypes. International brands can achieve this just as well as local brands; global shampoo brand Sunsilk, for instance, is fondly regarded as an Indonesian favorite because it ‘feels’ local.
BE MINDFUL OF REGIONAL VARIATION IN ATTITUDES
While Jakarta is the center of commerce and is where trends are set for many other cities, it’s important
to remember that only 4 percent of the country’s population calls the capital ‘home’. Businesses seeking to build national brands need to look to other major cities and beyond, and consider the diferences between each. While Jakarta is a very modern city
and is quite westernized, the central Javanese city of Yogyakarta – another major center on the same island – has a more traditional feel to it, and is a place where politeness, hierarchical structures, and respect for one’s elders is more apparent. Cynicism regarding advertising is growing in the capital, while in places such as Medan, Padang, Pontianak and Bodetabek, consumers are enthusiastic about ads generally and are inclined to ind them entertaining.
EMPHASIZE RELATIONSHIPS, NOT INDIVIDUALITY, IN COMMUNICATIONS
For many Indonesians, there is an emphasis on collective achievement and smooth interpersonal relationships, ahead of individual success. People feel more conident when they’re part of a group. There is also a great deal of respect for authority, which means people appreciate being given clear guidance on how to do something, and will avoid uncertainty and ambiguity when they can. Accepted wisdom has it, therefore, that the best way to make a great Indonesian ad is to feature a harmonious family around the dinner table.