JAKARTA – AP Boots, the largest maker of protective footwear in Indonesia asked Bates CHI & Partners Indonesia to launch its new AP Boots Ultimate product with an off-the-wall TVC.
“In terms of production, we struck gold”,Hendra Lesmono, ECD of Bates CHI & Partners notes, “We had a great production team, the right director for the job and the perfect cast.” And it seems they struck gold in gaining space in the consumers’ mind and heart, too as the campaign is gaining a lot of attention in Indonesia.
Using an age long children’s prank where new shoes are subjected to stomping – along with the cry of “sepatu baru!” (“new shoes!) – it manages to strike a chord with its audience. All of which makes for a simple, insightful way of promoting the benefits of protective footwear as every Indonesian is familiar with this harmless prank and has been on the painful end of it. It’s the same in other SEA cultures like the Philippines where new shoes are stomped to “christen” them (binyag).
AP Boots owner/CEO Mr. Anton Poedijono observed, “Grabbing attention comes first and everything else will follow.” Taking the risk of being wacky instead of overly logical in selling a very logical product benefit paid off big time for the brand.
The commercial is running across a range of leading channels, including Trans TV, Trans 7, Metro TV, TV One and Global TV.
