R O A D TO G L O RY

S U R YA N AT I O N M O T O R L A N D H A N G O U T C O M M U N I T Y 2 0 1 9

A C T I V AT I O N B R I E F
 AGENDA
 Brand Overview

 Background & Objective

 Suryanation Motorland Community 2019

 Brief:
 Objective
 Plan
 Timeline
ABOUT THE BRAND
ABOUT SURYA BRAND

Surya is the market leader in SKM full

flavour category, and one of the greatest product
from PT. Gudang Garam, TBk.

Surya is passionately blended from the best tobacco

& bringing its signature taste since 1987

Surya is the voice that empowers adult smoker to

have the enthusiasm to achieve daily victories. It
reflect the optimism and pride of a rising and
progressive Indonesia
WHAT YOU NEED TO KNOW ABOUT SURYA…

 SURYA is a very strong Brand in the market

 #2 in all Cigarette Market
 #1 in SKM High Tar Category

 Focus in East Java (Surya 12), Sumatra (Surya

16), Bali Nusra (Surya 12), Kalsel Papua
(Surya16)

 However Surya still needs to improve the brand

imageries and premiumness
 OBJECTIVE

Improve Surya imagery & brand engagement

to justify Surya high price through BTL
Strategy

What kind of imagery? Who is our target market?

 MELIHAT LEBIH DEKAT DENGAN TARGET SMOKER SURYA

AGE GROUP : 25-34 years old TARGET

POSITIONING : Empower To Shine BRAND IMAGE
(PROJECTIVE SELF IMAGE)
MASS SEC :B&C+
IMAGERY SEC :A 1. CONFIDENT
2. DETERMINED
MOTTO IN LIFE : Its no longer about chasing 3. PASSIONATE
your own sun, but helping others 4. INSPIRATIONAL
find theirs 5. CHARISMATIC

PSYCHOGRAPHIC
I am a mature and optimist man who have my own belief (tradition) on everything in life, and
it’s make my business/ my career are doing very well. In daily routine, I want to dress and look
young to attract the opposite sex, and sometimes I like to socialize with friends. I love a classic
bike or cars as I perceive its classy and move a head
WHAT WE’VE DONE IN 2018 BTL
 CONSUMER ENGAGEMENT PLATFORM

COMMUNITY ENGAGEMENT PROGRAM

LOYALTY MEMBERSHIP CARD

COMMUNITY EVENT PLATFORM
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY

Sebuah event motor bagi pria yang tergabung dalam

komunitas motor, berusia 25-35 tahun dengan jiwa
progressive dan mencari ajang untuk berkumpul bersama
kolega serta komunitasnya di ranah dunia motor dengan
disuguhkan sajian musik dan aktivasi bagi komunitasnya.

OBJECTIVES KEY ACTIVITIES EXECUTE

STRENGTHEN CONSUMER BIKERS RENDEVIOUS IN 16 CITIES
ENGAGEMENT COMMUNITY GAMES
ROLLING THUNDER.
(16 EVENTS)
TO TARGET MARKET
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY

AUDIENCE : 1.000
AN EVENT DESIGNED FOR MOTORCYCLE TARGET
SELLING : 200
EVENT COMMUNITY TO SOCIALIZE WHICH PROVIDE
CONCEPT A WHOLE NEW ENGAGEMENT THAT MEDAN | PEMATANG SIANTAR
PROVIDE UNFORGETTABLE EXPERIENCE AREA PALEMBANG | LAMPUNG | SERANG CIREBON
PATI | JOGJAKARTA | MOJOKERTO | JEMBER MALANG | MADIUN | KEDIRI |
SURABAYA | BIMA l PAMEKASAN

COMMUNITY PROGRAM - CONSUMER ENGAGEMENT PLATFORM

COMMUNITY ENGAGEMENT
PROGRAM

LOYALTY MEMBERSHIP CARD

 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
COMPETITOR ACTIVITY
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
COMPETITOR ACTIVITY
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
COMPETITOR ACTIVITY
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
BIKERS BEHAVIOUR

BUILD BIKE/ CUSTOM RIDING/ TOURING MEETUP/ KOPDAR CULINARY

SHOW OFF NARSIS/ SOSMED STYLE/ FASHION ART

 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
EVENT THEME

MEMBER RENDEZVOUS
BACK TO 50’s : EMPOWER MEMBER TO SHINE

(RELATED TO SML BATTLE)

 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
EVENT CONCEPT

MEMBER MEET MEMBER

(TOURING RENDEZVOUS)
MEMBER COMMUNITY HOME
MEDAN (HOME) X P. SINTAR (AWAY) AKAN MENJADI LAND LORD
LAMPUNG (HOME) X PALEMBANG , SERANG (AWAY) DIKOTA KEGIATANNYA
JOGYAKARTA (HOME) X PATI , CIREBON (AWAY) (BEGITUPUN SEBALIKNYA) ,
BERKOLABORASI DENGAN TEAM
SURABAYA (HOME) X PAMEKASAN , KEDIRI , MADIUN , MOJOKERTO , EVENT ORGANIZER TERPILIH .
JEMBER (AWAY)
BIMA X …. (AWAY)
( START INVITE IMAGERY COMMUNITY )
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
ILUSTRATION CITIES OF EVENT
- MEDAN : W 31
- PEMATANG SIANTAR : W 33
- LAMPUNG : W 36
- PALEMBANG : W 34
- SERANG : W 38
(1 TITIK) - PATI : W 41
- CIREBON : W 39
- JOGJAKARTA : W 40
- MOJOKERTO : W 44
- JEMBER : W 48
MEMBER MEET MEMBER - MADIUN : W 46
(TOURING RENDEZVOUS) - MALANG : W 51
- KEDIRI : W 50
- PAMEKASAN : W 47
(1 TITIK)
- SURABAYA : W 43
- BIMA : W 52
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
ILUSTRATION CITIES OF EVENT

P. SIANTAR LAMPUNG JOGYA MADIUN MALANG SURABAYA JEMBER

MEDAN PALEMBANG SERANG CIREBON PATI KEDIRI MOJOKERTO PAMEKASAN BIMA

MEMBER MEET MEMBER MEMBER MEET MEMBER MEMBER MEET MEMBER MEMBER MEET MEMBER
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
EVENT KONTEN
PRE EVENT
 MEMBER INVITATION
 MEMBER REGISTRATION
 MEMBER ONLINE VIDEO
COMPETITION
 MEMBER GET MEMBER SHOW OFF
COMPETITION (PHOTO)
 PARTICIPANT KOPDAR
 OPEN VOLUNTEER
REGISTRATION (HOME CITY)
DURING EVENT POST EVENT
 CONSUMER ENGAGEMENT  ONLINE : ANNOUNCEMENT BEST
ENTERTAINMENT DRESS CODE
 CONSUMER ENGAGEMENT  ONLINE : AFTER MOVIE
PARTICIPATION  ADVERTORIAL AFTER EVENT
 CONSUMER ENGAGEMENT VIRAL (PRINT / ONLINE NEWS)
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT BIKE
MOVIE
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
PRE EVENT

MEMBER MEMBER AFTER

INVITATION : REGISTRATION : MEMBER AMPLIFICATION
 ONLINE ACTIVITY POST EVENT
 MD COMMUNITY
 MEMBER GET REGISTRATION : MEMBER JOINT
 MEMBER  PARKING LOT (REWARD / POINT
MEMBER SHOW TO EVENT
COMMUNITY NUMBER WITH ONLINE
OFF
 BIKER  WRISHBAND ACTIVATION)
COMPETITION
COMMUNITY MEMBER ID.
 VIDEO
(HUMAS CLUB)
COMPETITION

MEMBER
MEMBER
KOPDAR : MEMBER
REGISTRATION :  BUILD GROUP
 ONLINE / OFFLINE TORING TOURING
 REDEM POINT  BUILD TEAM (KOTA
WITH  MEETING POINT
MERCHANDISE KEGIATAN)
 JALUR & RUTE
SML TOURING

PARTICIPANT JOURNEY
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 FROM MEMBER TO MEMBER ENTERTAINMENT

(HOME VS AWAY)
 NATIONAL ARTIST PERFORMANCE
( 1 ARTIST NASIONAL LEVEL C)
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 MEMBER GAMES ACTIVITY

 MEMBER MEETUP (SHARING SESSION)
 REDEMP POINT PROGRAM
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 BEST DRESS CODE (50’s)

 MEMBER PHOTO GOKIL COMPETITION
 VLOG COMPETITION
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 MEMBER MOTORCYCLE LOT PARKING

 SML WINNER DISPLAY / SMALL EXHIBITION
 MEMBER HELMET LOT PARKING
 ETC
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT FUN
BIKE RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 MOTORBIKE THRUST RACING

 MATIC X KOPLING RACE
 FUN SHORT DRAG RACE
 MINI BIKE RACE
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT BIKE
RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 TENANT FOOD & BEVERAGES / FOOD TRUCK

 SML EXCLUSIVE STORE
 BBQ PACKAGE / ALL U CAN EAT PACKAGE
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT BIKE
RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 MEMBER BIKERS CAMP

 MEMBER BORFIRE
 MEMBER BBQ
 MEMBER KOPDAR
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

DURING EVENT
 CONSUMER ENGAGEMENT
ENTERTAINMENT
 CONSUMER ENGAGEMENT
PARTICIPATION
 CONSUMER ENGAGEMENT VIRAL
ACTIVATION
 CONSUMER ENGAGEMENT BIKE
SHOW OFF
 CONSUMER ENGAGEMENT BIKE
RACE
 CONSUMER ENGAGEMENT BIKE
CULINARY
 CONSUMER ENGAGEMENT BIKES
CAMP
 CONSUMER ENGAGEMENT BIKE
STORE
 CONSUMER TRIAL

 FEMALE PRESENTER SELLING

 BUNDLING PROGRAM (VOA)
 …
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
+ POINT

POST EVENT
 COMMUNITY PROGRAM - SURYANATION
MOTORLAND HANGOUT COMMUNITY
EVENT PROPS ILUSTRATION
SURYANATION MOTORLAND HANGOUT COMMUNITY 2019 REFERENCES

PROPERTY IMPROVEMENT VIP INVITATION MOTORCYCLE RELATED GAMES

COMMUNITY AND MERCHANDISE BAZAAR

LIVE CONCERT
PROPERTY HINT

PREMIUM
INDUSTRIAL
PROPERTY HINT
 TASK & KPI
TASK: KPI:
1. Overall Concept / creative idea 1. Event will execute smoothly with ZERO
2. Event Details and execution concepts complain form any parties
3. Show / Stage Mechanism 2. Event production is implemented as
4. Overall Rundown expected
5. Unique / Creative amplification idea 3. All contents (bikers, artists/performers)
6. Layout Venue are execute smoothly and on time
7. Design stage & Exhibition ( content 4. Good venue permit coordination and
event property such as tenant booth, smoothness
activation property, totem, stage, Gate 5. Target audiences as target market
etc ) 2,500 per venue
8. Production Cost 6. Target selling per event 3,500 packs
9. Others (Games, Gimmick, Etc)
 Time line
1. BRIEF EO  26 JUNI
2. PRESENTASI EO  3 JULI
3. PENGUMUMAN PEMENANG  10 JULI
4. START PRODUCTION  15 JULI
5. START PROGRAM  3 AGUSTUS

24 June 2019 36
LETS SPEED ON
2019 !!