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Published on Dec 9, 2009
2008 - Wavin an MNC in Indonesia is the leader in PVC pipes i.e. volume, manufacturing capacity and in government contracts. Core strength being pipes for mass water/liquid transportation, with the widest range under one brand . But in the fast growing consumer segment, it enjoyed a good market share due to its distribution, but lost out on the brand awareness and recall, as the competitor was in diverse consumer products, resulting in better brand recall and association. Hence resulting in purchase swings at the shop level. To address the low brand recall and to connect with the consumers agency decided to use the core insight that "Water gives life and Water adds excitement to life" to get across the big size of Wavin and show how Wavin supplies water to full of Indonesia through its Pipes. The challenge was- How does one bring alive a unglamorous product hidden behind walls. which is often forgotten onces installed. The agency felt the need to glamourise and romance the product to establish Wavin as the leader in water transportation in Indonesia.
The TVC concept dramatizes' the whole effect that without Wavin Indonesia will be parched and once Wavin pipes valve is opened it transports water to your house tap and then life springs alive and brings excitement to all.
To jump start the brand awareness within the limited budget. The brand campaign was launched with five, 5 sec TVC's for 15 days. Within the 15 days with client offices across the country were stormed with phone calls from the dealers/distributors, public and consumers bringing Wavin TOM among our TG's. It was later followed up with 30 sec TVC's.
Wavin has the rights to use Bengawan Solo a song most popular in Indonesian for its advertising for years. For this TVC an attempt has been made to contemporized the song, to show that Wavin respects Indonesia culture while being a modern and progressive brand. The 1 min TVC is the Directors cut.
Agency: Kraftig Advertising Singapore & Indonesia. Film Director: Eric Ceret Ikon Films Production House: Imagen Pictures.Indonesia Regional Director Strategy Planning: Tagore Berry