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ASIA-PACIFIC – NOVEMBER 2011: CPA Australia, one of the largest professional accounting bodies in the world with over 132,000 members worldwide, is set to add to their expanding network by launching in Indonesia this year. M&C Saatchi Hong Kong as well as its local affiliate roundtable have been tasked with producing a launch campaign that introduces CPA Australia’s program to the local market.
‘Introducing CPA Australia to a market unfamiliar with the program is not without its challenges. Given the more tech-savvy target group, we needed to employ more experiential marketing and non-traditional media to engage them. Our local insight was the key to penetrating the market and reaching our target,’ said Darius Tang, Creative Director at M&C Saatchi Hong Kong.
The upcoming campaign portrays a successful Indonesian member of CPA Australia and his personal experience making use of the program to advance his career and become a business leader. Execution of the integrated campaign is comprised of print, online banners, on-campus communications, and non-traditional media.
