A web series is one of Youtube video content ideas that is much in demand in the digital world today and has been used by so many brands in attracting consumers. This web series trend has led Fortune Group digital team, Navya, together with Pertamina, to the idea of creating a web series as a strategy in attracting consumers as well as changing the image of Pertamina that has been priorly considered a “serious” brand by the public. Navya team embraces the challenge with the idea of soft selling that is fresh and certainly more up-to-date for Pertamina. “The product itself, Fastron, is closely related to workshops and guys. So to increase sales, comes the idea to create a web series of two guys named Monty & Jon who own a workshop,” said Aqidah as Account Manager of Navya team.

The web series, Monty & Jon, is about two men who have a dream to open a joint business. Then they decide to open a workshop. The elements of comedy, drama, and sadness are successfully blended in the video, each episode of which lasts less than 5 minutes. “Monty & Jon want to inspire the audience not to hesitate to start something. Making a start can lead us to success,” Aqidah added.

Monty & Jon is created not only to touch the emotions of everyone watching it but also to familiarize Fastron product from Pertamina. Fastron is a premium product intended for upper-middle-class people who have cars as well as the knowledge of automotive, especially cars. Therefore, the web series, Monty & Jon, also introduce product knowledge about Fastron that makes the web series becomes more informative.

Currently, Pertamina Lubricants has already had quite a lot of advertisements to promote its products, but the soft-selling advertisement is the promotional media that it hasn’t yet used. That’s why Navya team doesn’t include much of the product placement or the product knowledge and focus more on the main characters of this web series, Monty & Jon. The story also manages to introduce the product so subtly that those watching it would not realize that they are actually watching a web series of a brand. The tight schedule of the casts and location required this web series to shoot the 5 episodes in one whole day. The short time does not necessarily degrade the quality of the web series presented by Navya team. It is proven by the fact that the web series, Monty & Jon, has managed to captivate public interest by reaching more than 450 thousand views within a period of more than 1 month since it was first launched in February. This web series has managed to invite consumers to watch it and, at the same time, successfully increase the number of subscribers on Pertamina Youtube channel. This is certainly a proud achievement for Navya, Fortune Indonesia, and Pertamina.