Sinovac Honors COVID-19 Heroes of Indonesia

CASE STUDIES

Sinovac Honors COVID-19 Heroes of Indonesia

Brand

Sinovac Biotech Ltd.

Services

Production & Media Buy

Scope

End-to-end Production and
TVC & Digital Marketing

Market

Indonesia

Challenges

COVID-19 has created a devastating time, but thankfully vaccines have been created to give hope for all. Sinovac Biotech Ltd, a China-based biopharmaceutical company, is one of the great contributors to supply a WHO-approved COVID-19 vaccine across the globe.

In 2021, Indonesia became the first country outside China to give emergency use approval to the Sinovac vaccine. Sinovac, as a response, wanted to reach out and engage their Indonesian audiences. They long to express their appreciation for the diplomatic cross-country relationship as well as to demonstrate their support and care as a brand for Indonesia. The project was set to happen in November 2021.

01

Highlight Sinovac brand & product in the Indonesian market in a subtle yet localized way

02

Cooperate with the local government and leverage the right media partners

03

Find an effective marketing communication strategy that works within a tight timeline

Solution

As the leading production and advertising agency for China-based brands, Nanyang Bridge Media recommended Sinovac to produce dedicated video content that features local settings and moods to target the Indonesian audience. The video is to be screened on the largest local media channels (online and offline) to be seen by a mass audience. Our creative team conceptualized the content to showcase and appreciate the heroic acts of many parties involved in the COVID-19 battle – in line with the commemoration of National Heroes Day on 10 November.

01. Production

1 Public Service Announcement Video

2 minutes
30 seconds

02. Media Buy

2 TV stations on November 10
1 press release
2 Media outlets for native ads
1 social media ads placement: Youtube

1 OTT platform ads placement

Execution

Nanyang Bridge Media’s production team created a heart-warming video for all the COVID-19 heroes. The shooting location was in a village in Kalimantan. We managed to get official support from the district head and collaborated with the local parties, such as the clinic, medical staff and military personnel there. On top of managing the whole production from pre-production to post-production, we also conducted media buy to promote content on various Indonesian media channels.

01

Produced 2 PSA video deliverables:

2-minute & 30-second (specific for media platforms) with dual language subtitles: English & Chinese

02

Led and managed the end-to-end production of the video

03

Secured strategic TV slots, PR publications, and digital ads:

9 TVC slots on 2 TV channels
7 native ads placements on local news platforms
3 PR articles published
30s OTT ads
30s YouTube ads

Our Work Results

With the heart-warming PSA video content played across the various local media channels on National Heroes Day, Sinovac has successfully extended its reputation beyond the Indonesian pharmaceutical industry and established its market-leading presence in the Indonesian mass market. The nationwide campaign yielded impressive and sustainable results of Sinovac’s positive brand perception in the Indonesian mass market.