“Although the front of the car was damaged pretty severely, those in the car remained safe. And surely the wall remains solid,” said Rifat Sungkar, the Ambassador of Safety Driving Indonesia, in a television commercial (TVC) of Semen Tiga Roda.

The TV commercial of Semen Tiga Roda was then honored to be Indocement TVC with the highest feedback compared to all previous Indocement television commercials. The result was obtained through internal research of Indocement Semen Tiga Roda which is a client of Fortune Indonesia.

“The TVC making process was real and shot in one-take using 12 cameras for different points of view,” said Aulia Ikhsan Fahdiah as Senior Account Director of Fortune Indonesia.

Behind the client’s positive response, there were creative ideas and hard work of the team. Ikhsan told that the process of preparing the idea up to the production took two months. For two months, the main challenge was to erect a solid and credible wall based on the order of Tiga Roda for its new target group that is the youngsters.

“In Indonesia, there is no standard equipment for crush test, that is to know the accuracy of an erected wall, a standard speed of a car that can crash the wall without breaking it, and so on,” said Ikhsan.

To get the feedback from the audience about the television commercial, Fortune Indonesia invited the audience to directly participate through digital media like poll and digital game that are controlled from a cell phone or a computer. The polling process was conducted twice before the launch of the television commercial.

“The audience voted on which was the most powerful car from the 4 types of cars we provided. The voting could be done on the web www.ujikokoh.com,” said Citra Ramadhani as Associate Account Director of DID Fortune Indonesia.

Having the poll successful, Citra followed up the audience participation with digital game. The game in which the player drives at a high speed and must go through obstacles such as walls and ends it by crashing the car into a wall can be done on www.ujikokoh.com. The audience with the highest score deserved to get the provided prizes.

“In two months, the game attracted more than 6000 players; this is a high level of interest. And this is the first time for a cement product to use a game like this. This is consistent with our intention to maintain Tiga Roda as an old client by providing fresh and out of the box ideas,” said Citra.