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‘Stabilo Note,’ ‘Keeper Alert’ Help Indonesia Step Into the Digital Age

Leo Burnett Jakarta scores high at the GPC with Stabilo, Samsung, Go-Jek campaigns

Stabilo’s “Stabilo Note,” GPC Rating: 8.0

Stabilo highlighters have been used for decades to draw attention to specific words and passages in printed text.

Challenged to find a way to make the Stabilo highlighter brand relevant in today’s digital heavy world, Leo Burnett Jakarta launched Stabilo Note — an app that lets people scan, highlight and save passages of text on their electronic devices. The highlighted text can then be converted straight into text files that can be easily edited and shared. The app also keeps track of how much highlighter “ink” is used and asks the user to purchase more ink to refuel their app after hitting a certain threshold of usage.

“Stabilo Note” is a simple and brilliant idea that encouraged sales and took a traditional reading tool straight into the 21st century.

Samsung’s "Keeper Alert,” GPC Rating: 7.4

In Indonesia, over 100 million people own more than one digital device. To help people keep track of their prized devices, Samsung and the agency created the “Keeper Alert” app. The “Keeper Alert” app is a personalized app that allows a person to sync their devices together. That way, if one device is left behind, the other devices vibrate and send an alert notifying the owner that they’ve forgotten something important.

“Keeper Alert” was a powerful idea that implicitly encouraged users to purchase more Samsung electronic devices. The GPC commended the agency’s strong use of art direction and visuals that helped bring the app to life.

Go-Jek - Go Mart’s “Beef Broccoli / Chicken Risotto / Fruit Salad,” GPC Rating 7.0

To promote Go-Jek’s speedy grocery delivery services, the agency crafted a remarkable radio campaign using Indonesia’s Bahasa language.

The radio spots used the unique talents of voiceover artists to make motorcycle noises using the words “Beef Broccoli,” “Chicken Risotto” and “Fruit Salad.” At the end of each spot, the announcer calls for hungry listeners to call Go-Jek, who will immediately dispatch a delivery bike, bringing groceries straight to your front door.

According to the GPC, these radio spots were smart, well constructed and very entertaining, making it a very memorable campaign.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.