individual project - amin safri (afi) - e-toll card

8/7/2019 Individual Project - Amin Safri (Afi) - e-toll card

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By : Amin Safri

N.I.M : 0840000110

Binus Business School


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Advertisement : e-toll card Bank Mandiri

Source: Kompas,

11 Feb 2009, page 3


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Communication Objective:y Promoting e-toll card as a new mean

of payment in toll-gate

y

Product Innovative and Brand imagey Brand relationship to the e-money (e-

banking) product and toll roadpayment mechanism

Target Audience:y Primary: toll-road users

y Secondary: all vehicle users (4-

wheelers or more)

3 Gets:

y Get Noticed: Yes

y Get Understood: Yes, small money is replaced by e-toll card (e-money)

y Get Remembered: Yes, because it directly sends a clear message

Placement: using Kompas is the right place since Kompas usually readsby the people who are actively using the banking services and any kind of

news

Creative: replace the small change of money in to e-toll card (e-moneycard). A new mean of payment in toll-gate, practical and effective.

Serial: Yes (it can be seen in the next slide)


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Serial Ads of e-toll card Bank Mandiri

Source: Kompas,

17 Feb 2009, page 3


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Promotion and campaign on e-toll card Bank

Mandiri (at website and other media)


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Promotion and campaign on e-toll card

Bank Mandiri (at website and other media)


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Promotion and campaign on e-toll card Bank

Mandiri (at website and other media)

From left to right, CEO PT Jasa Marga, Frans S. Sunito, MinistryBUMN, Sofyan Djalil, Head of Toll Road, Nurdin Manurung and CEO

Bank Mandiri, Agus Martowardojo proudly presented Electronic TollCard (e-Toll card) which can be used for payment of toll-road tariff atE-Toll Card launching on Friday, 30/01/2009 at Plaza Bank Mandiri,Jl. Jend. Gatot Subroto, Jakarta Selatan. E-Toll Card has a strongbenefit to be a toll ticket, because E-Toll Card has no-limited time andcan be used in all toll-road in Jabodetabek, and its nominal can betop-up to Rp 1 Million (source : independences bloggers)


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Co-branding (JasaMarga and BankMandiri )


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Conclusion

The message from advertisement is veryclear

Target Audience is very clear

The advertisement is very creative andseems to persuade and educate theaudiences/readers

By using Newspaper Kompas and othermedia (such as web-site, blog and other

independence bloggers, etc) have actuallybeen right-choice due to Kompas and othermedia have been recognized as national-wide and covered all segments.


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THANK YOU

individual project - amin safri (afi) - e-toll card

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