Company: Stratcom Indonesia, Jakarta, Indonesia
Company Description: Stratcom, established in 1998, is now Indonesia's fastest growing consumer and lifestyle PR firm with over 20 consultants offering corporate communications, media relations and brand marketing.
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketing Team

Nomination Title: Stratcom's Team for Krispy Kreme Doughnuts

   1. Tell the story about what this nominated team achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

          Krispy Kreme is a leading global doughnut brand, however their brand and
          products are unavailable and unknown in Southeast Asia.

          This changed in August 2006 when Krispy Kreme opened in Jakarta’s upmarket
          shopping malls.

          Stratcom was appointed to manage the marketing communications, aimed at
          introducing Krispy Kreme as the original doughnut trendsetter and win Indonesian
          customers.

          Challenges
          • Indonesia is cluttered with doughnut players including JCo (Krispy Kreme
          copycat – perceived as the originator of doughnut as lifestyle frenzy), Dunkin
          Donuts, and other big local brands. Krispy Kreme needs to be distinct from other
          players to shift market preference
          • Indonesians prefer savory treats, and might think Krispy Kreme is too sweet

          Strategies
          • Tie-up with certain groups deemed as stylish, cool and fun
          • Making people and media try the doughnut to induce interest
          • Making people queue and ask for the product, creating an impression that it is
          a cool product that everyone has been waiting for

          Below are the activities to support the positioning plan:

          Buzz
          • Distributed 180,000 doughnuts to offices and media in Jakarta for two weeks
          prior to store opening
          • Distributed invites to queue up at the store’s opening day to receive one year
          free doughnuts
          • Identified public events in Jakarta and provided free doughnuts on site –
          especially during Indonesia’s Independence day

          Tie-Up
          • Worked with Harley Davidson Club to parade the city with Krispy Kreme boxes
          and distributed doughnuts to policemen and pedestrians
          • Liaised with soap opera producers to feature Krispy Kreme
          • Conducted “Friends of Krispy Kreme” party the night before the opening
          attended by celebrities

          Experiential marketing
          • Doughnut-tasting sessions for new and existing flavors
          • Delivered Krispy Kreme to the homes of top officials during the fasting month
          as a breakfasting item: President, parliament members and ministers, famous
          businesspeople
          • Gave away Krispy Kreme in celebrity parties

          Media
          • Daily doughnut drops to Jakarta journalists
          • Media conference one week prior to store opening, media toured the store
          during final construction
          • Hourly text message to media about the queue on the store’s opening day
          • Photo op during the queue which began 12 hours before store opening. Several
          media came at midnight to witness and photograph the first five people in line
          • Invited media to view the doughnut-making process (Doughnut Theater)
          • Gave away a DVD compilation of Krispy Kreme in sitcom, series and movies to media

          Launch
          • Store opening ceremony using Indonesian traditional dances and music,
          interactive games for queuing public, and interviews with media

          Results
          The media stated that the buzz around the launch has raised the profile of
          doughnut from a snack to a lifestyle statement. Latest data showed that sales
          from Krispy Kreme’s stores reached 15,000–24,000 doughnuts per day, making it
          the largest doughnut seller in Indonesia.

          The advertising value equivalent of coverage from the first two store openings
          totaled US$290,467 in national print and electronic media, a Return on
          Investment of more than 3500%.

   2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

          http://rapidshare.com/files/26191222/KK_MetroThis_Morning.mpg.html
          http://rapidshare.com/files/26191223/LisaSept29-Oct0506p67.jpg.html
          http://rapidshare.com/files/26191224/Grand_Launch_Queue_noon.jpg.html

   3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated team:

          Misty Maitimoe joined Stratcom after two year-stay as Oracle Indonesia
          Communications Manager. She manages a wide range of gadget, lifestyle and
          consumer clients such as Krispy Kreme, Sony Ericsson, AMD and Kodak, among
          others. Before Oracle, she was manager of Indo Pacific's IT PR division.