Rinso:

Integrating Elements of Social

Mission within Brand Campaign

Ainul Yaqin
Business Unit Manager – Fabrics Cleaning
Unilever Indonesia
• What Rinso is communicating?
• How Rinso is communicating it?
• Rinso’s expectations?
What Rinso is communicating?
 Total Capital Created
“Integrating our Economic, Intellectual,
Social and Spiritual Agenda into One Vision”

Human Being Business Being

Physical
What economic value do I create? What economic value do we create?
Capital
How do I keep myself personally fit? How do we keep our business assets fit?

Intellectual
What Personal Capabilities do What Business Capabilities do we
I have to develop? Capital have to develop?

What Quality Relationships do What Quality Relationships do w

I want to build around me? Social Capital want to build around us?
“How am I” ? “How are We”?

What is the Meaning What is the Meaning of

of my life? Spiritual Capital our business?
“Who am I”? “Who are We”?
Rinso Philosophy:
BERANI KOTOR ITU BAIK
‘Rahasia di balik noda’
Bring ‘Berani kotor itu baik’
to Indonesian context
It started with a concern….
No space for kids to play
It started with a concern….
Indonesian Moms see play as negative

High
encourageme
nt
Thai Mums:
• Somewhat positive toward play
• Value behind play is still tangible

Low regards to High regards to

the value of the value of
play play
Indonesian Moms:
Vietnamese Mums:
• Negative toward play
• Neutral towards play
• In some cases even
• Neither against nor
prevent kids from
encourage kids to play
playing

Low
encouragemen
t

Mums don’t encourage kids to

Value of play is not explicit
go out to play
It started with a concern….
Indonesian kids – lowest score on PQ (Play & Physical Quotient)

215.47 215.91 215.11 214.21

214.78 215.30 213.12
Bar score of 4
205.02 countries @ 200
201.52
199.15
197.53

190.62
Indonesia
Vietnam
180.51 J apan
175.99 Thailand
169.08 170.18

Boys, J unior Primary Boys, Senior Primary Girls, J unior Primary Girls, Senior Primary

PQ measures: Physical appearance, Physical skill test, Daily Life questionnaires

Conducted by Rinso & University of xxx Thailand
Respondents: 4205 primary students (7-12 years)
 Top 3 activities: week-end
Indonesian kids: relax or study, less physical

On weekend, Thai, Japanese and Vietnamese children have approximately equal time
spend between studying (Do homework), exercising (Play outdoor / Doing housework) and
relaxing (Watching TV). While Indonesian student spend most of their time relaxing
(Watch TV & Play computer game) and study (Read).

Do
Read
Homework Watch Watch
TV/VCD 36.3% TV/VCD
69.2%
73.6% 35.9%

Do
Play Sports
Watch Homework Watch
TV/VCD TV/VCD 34.4%
68.3%
56.2% 35.4%

Do
Doing Housework Play Outdoors Play Computer
Homework
Game
50.7% 55.3%
28.7%
19.0%

Thailand Japan Indonesia Vietnam

Brand campaign with elements of social mission:
Kids Learning & Development
Play is important for Kids learning & development
Play triggers kids’ multiple intelligences

“Play = learning, not just fun”

“Ayo Main, jangan takut kotor”
in stages and in integrated way…
Dec’05 – Mar’06 Apr - Jun’06 Jun – Jul’06
Awake: play is INSPIRE & PROVOKE : Play = Learning, Let’s play Engage:Let’s play togethe
important
Dunia Bermain Anak Rinso
TV Program TVC : Kids learn while they play
(Bandung, Surabaya, Jakarta)

Test the
Nation
Big Bang Event
Education Campaign

PR – Play Quotient (PQ)

Rinso Play Book In-store Activation National promo

Expert YKAI

Renovate Public Play Park

How Rinso is communicating
it?
 Media Consumption ( Traditional Medium )

Rinso as mass brand use TV as main medium of communication

100%

80%

60%

40%

20%

0%
TV

O
B

MA

ET
NP

MG

TA

DI

N
NE
RA

ER
CI

T
IN
All CD Users All AB Users

Source: Sesame Media Index 2004

TV is the main source of brand awareness

J F M A M J J A S O N D J F M
100
TV
80
In the shops
60

40

20 Billboards
Radio
Somewhere Else
Newspaper/Magazines
Event/Activation
0
GRPs per week

0
J F M A M J J A S O N D J F M
2005 2006

Brand X
Sumber: ATP
Selecting a TV program:
media efficiency to obtain the best ROI

Traditional Quantitative Criteria

1. Program ratings: popularity of the program amongst

Target audience
2. CPRP (Cost per Rating Point): most efficient – the
lowest CPRP
3. Composition index: skewed towards our target audience

Is this enough?
Selecting a TV program:
qualitative criteria

• Program content and type: suitability for viewership by our target

audience (Moms, with kids)
– We believe there is association of the program and the
sponsor/advertiser
• Rinso is cautious about the type program that it is associated
with
– We avoid program in the genre of violence, horror, and sex,
though they might be cost efficient
• Rinso is in constant effort to place ads in a program suitable for
Moms and kids: sinetrons, infotaintment, talkshows, family
oriented program
• We include decent measure of program which are viewed by kids:
edutaintment, animation, etc
– Priority for media (TV, print) with Kids learning value (Not
many choices for this!!)

• Rinso is open for jointly-developed T V program

Why Jointly-developed TV program?
• To communicate brand mission to the fullest!
– Brings alive ‘Ayo main’ campaign idealism
– Deeper message, beyond 30” commercials
– Integrated campaign

• To get higher engagement:

– Currently very high clutter ads: Out of 60 minutes program, commercial break
occupied high level :
• Prime Time = 26 minutes ( 43% of Total program ) ~ 75 spots
• Non Prime Time = 21 minutes ( 35% of Total program ~ 52 spots
– Every month around 40 new products are advertised through TV
– Average new commercial releases (in terms of copy line) = 500
– Attitude during commercial breaks: low attention to ads, flip channels
• Commercial spot ratings drop by 15% to 22% versus program segment ratings
– Built-in brand message: engage, not intrude consumers

• Good example: TEST THE NATION PROGRAM

Orientation to TV Commercials

Less than half (43%) pay attention to television ads when

they are on air.

About half of them think that the commercial break provides

an opportunity do other chores (47%).

Pay attention to
1% 15% 41% 39% 4%
TV Ads

Chance to do
3% 11% 39% 45% 2%
other chores

Disagree very much [1] Disagree [2]

Between agree/disagree [3] Agree [4]
Agree very much [5]
 Activities during Commercial Breaks

During breaks, only a third continue watching television

(36%).
Almost half (47%) flip channels, and come back to the
program when the commercials are over.
Some leave the room (17%) or attend to chores in the
room.
Flip channels 40 7

Keep watching Often

31 5
TV Always

Leave the
room/attend to 14 3
chores

ource : MRI survey on “Consumer Attitudes to TV Commercials”

 TEST THE NATION: Rinso + Metro TV

Rinso with Metro TV run TTN program:

Measure attitudes towards play + discussions on the importance of play
Test The Nation Result
Expectations?
 Future expectations from TV stations

• Share the vision on integrating social mission in the program: media+advertiser partnership
• Providing superior quality content:

– Entertaining as well as educating

– More Moms+kids programs
• Customized programming to cater to various consumer segments
• Varied and differentiated programs by stations, not me-too
• Controlling the commercial time
THANK YOU