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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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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)
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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)
Co-branding (JasaMarga and BankMandiri )
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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)
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Promotion and campaign on e-toll card
Bank Mandiri (at website and other media)
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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