I was invited by Ultima Group in Indonesia to serve as the Creative Consultant for AI technology on a key campaign for Sunlight during Ramadan. My role involved recommending the right platform and developing the overarching concept that led to the creation of 100 personalised ads using video cloning AI.
Leveraging insights from Google Analytics, we identified a threefold increase in recipe searches during Ramadan, highlighting the importance of food and family during this period. This inspired the "100 Reasons to Shine" campaign, which paid tribute to the 100 most searched recipes in Indonesia and emphasized Sunlight’s superior cleaning power, boasting 10x faster degreasing and 10x better performance on plastics.
We collaborated with influencers to create a relatable narrative featuring a husband cooking and a wife washing dishes after breaking fast, adding an engaging and emotional touch to the campaign. Despite budget and time constraints, the innovative use of AI allowed us to achieve remarkable results.
This campaign not only enhanced Sunlight's brand equity but also helped Ultima Group win five new clients, demonstrating how innovative solutions can deliver significant impact even with limited resources.
This campaign garnered 21 million impressions
19 million views
Exceeded initial views target by 211%
Sunlight's brand affinity increased by +300BPS
THE CASE STUDY
THE PERSONALISED ADS- CAN YOU GUESS WHICH WAS SHOT AND WHICH IS AI?
Credits:
Chief creative officer: Yogits Patria Guna
Chief creative officer: Yogits Patria Guna
Creative consultant, Innovation and use of Ai technology: Jaz Loh
Creative Direction: Randy R. Hertyanto
Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad
Account director/ Business Director: Pauline Liongrasari
Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad
Account director/ Business Director: Pauline Liongrasari
Production: Indonesia + Video cloning Ai
