Content Strategy

Background

To reintroduce Stella Cananga, the collaboration between Stella and

Magnkunegara campaign has been created. On the first phase,
a collaboration in Solo with Breh Sudjiwo will set a big start.

As a continuation, set of activation need to be done to create a big news from

Solo to Indonesia.
GrabSultan Mangkunegaran
Key Insights:
During rush hour people tend to get tense and hectic especially when they are
stuck at the traffic.

Objective:
We want to calm indonesian during that time with our STELLA Cananga. So
that people will feel less tense during their travel time by treating them the
mangkunegara style. Treated as a sultan during your tense travel time

Idea: Mangkunegara Ride

Partnering with GRAB/GOCAR/Bluebird to create the fancy kingdom ride.
Revamping several rides into a mangkunegara style ride.

Bringing them the best fragrance with the best hospitality for the sultans to
calm themselves.

Here in the ride audience will be given free samples of canaga.

GrabSultan
Mangkunegaran
To push the awareness from phase 1, we continue
to utilize Bhresudjiwo. He will announce that he will
buy the GRAB company and creates the
GrabSultan (kereta kencana ride)

He and the Mangkunegara people then will

become the drivers who are ready to drive
people around to give the most
“mangkunegara”- soothing hospitality travel
time in grab.

There will be 2 option for GrabSultan.

1. GrabSultan: the option to ride the kereta
kencana ride
2. GrabSultan+: the the option to ride the
kereta kencana ride and get STELLA
Cananga freebies