SAJI - Setitis Minyak
10. Craft Kancils [10.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=jHiBYvrbuAY
Product/Service:
Saji Cooking Oil
Client:
Delima Oil Products
Brief:
The challenge was to make SAJI stand out in a market where all cooking oils have similar claims. The goal was to build a deeper connection with consumers, based on values like community and dedication, rather than just price or convenience.
Solution:
Insight:
Cooking oils are seen as interchangeable, leading to low brand loyalty. SAJI can differentiate by highlighting the dedication of the pekebun kecil and workers, building an emotional connection with consumers.
Idea:
We tell the story of SAJI oil's journey from pekebun kecil to kitchens, showcasing the care behind each drop. SAJI symbolizes unity and effort, emphasizing that buying SAJI supports local farmers and fosters a lasting bond with the public.
Execution:
The campaign uses poetic language and emotional storytelling to highlight the pride and dedication of the pekebun kecil. Visuals show the journey from farm to kitchen, turning SAJI into a symbol of community and shared effort, where each purchase supports local livelihoods.
