Pegipegi’s Journey: How #Pegipegiyuk Changed Us Completely
“We’ll never know if we never try’ — a saying I always try to envision throughout my time at Pegipegi. If I’m about to speak an advice out loud: Don’t be afraid of trying new things. The industry is developing, competitions are arising, grow with it too. Always be open for new ideas”.
-Evlin Winter, Head of Brand Pegipegi
For Pegipegi, 2018 shall be remembered as one of our most historical years. It was a great year that started our expansion; the year that we proudly strived.
In 2018, we rebrand ourselves through the #Pegipegiyuk campaign.
Growing in a startup industry, Pegipegi realized that it needed to dive into creating a strong brand positioning for the market. It takes a lot of guts, preparation, strategies, and every tiniest efforts in between. But for the future, we know that our improvements will lead to greater things; things that we can offer to you. New face, new style, as well as new services.
To Pegipegi, rebranding is more than just changing our identity. It includes sleepless nights and morning coffees to craft the strategies from scratch. Yes, it’s about “how can we be your first thought?”, and it takes a lot of hard work to make our rebranding well-heard. In the process, we decided to take the high road despite the limited time and resources to plan and execute. It’s either we go big, or we go home.
There’s a proverb, “At the end of the storm, there’s always a golden sky”. At first, we went through bumpy roads but here we are now, having #Pegipegiyuk as a very successful campaign by the end of our Q3 in 2018. As for results, not only has it helped boost our brand awareness, but it also doubled our transaction number compared to the previous year.
Nevertheless, there are still some questions remained for us. Firstly, how does #Pegipegiyuk campaign changes the company entirely? Moreover, how can it affect our consumers directly?
We asked our Head of Brand Pegipegi, Evlin Winter, to share about her leadership in #Pegipegiyuk campaign and her journey throughout the whole process; what went before, during, and after this successful campaign.
What is #Pegipegiyuk? And what are the objectives of this campaign?
#Pegipegiyuk is a massive campaign, we came up with it as an attempt to rebrand the face of our company. In our early days, we only offered travel accommodations — but through this campaign, it’s bigger than that. We’re looking forward to promote Pegipegi as ‘a fun traveling partner for Indonesians as we are now offering hotels, flights, and train in one platform’.
Pegipegi is confident to engage consumers to travel in new ways: fun and refreshing. With Indonesia’s exciting tourist destinations, we believe #Pegipegiyuk could enhance local tourism while we can step up our game to be the best choice for the customers to travel within the country.
During #Pegipegiyuk campaign, what did Pegipegi do? And how big are the impacts for Pegipegi?
In #Pegipegiyuk campaign, we decided to change our logo. But it doesn’t stop there — we decided to make a monthly basis sales promotions. It was on every 10th, 11th, and 12th of each month that we have “Hari Pegipegi Nasional” to offer special promo. Moreover, our team also came up with various #Pegipegiyuk TVC to enhance our campaign’s coverage. We would like to boost the tagline for traveling engagement.
We also collaborated with Pevita Pearce as our brand ambassador, one of the most popular public figures in Indonesia. We think that she is the best figure to represent our brand. Other than having big contributions for Wonderful Indonesia, she also pursues a great hobby for traveling. We believe that Pevita shares the same value with us which is fresh, fun, and energetic.
With all the efforts we made during this campaign, Pegipegi’s brand awareness level has increased very significantly. Based on our research, we got a double-digit growth on the brand uplift as the result of the campaign. We also received a variety of positive inputs that linked Pegipegi as the master of domestic travel.
Rebranding is not something easy to do. As you led this project, what are the steps needed to be taken? Can you share some tips to make the consumers recall the message?
There are several crucial steps to be taken in conducting a campaign. However, in #Pegipegiyuk, we started by determining our objectives and the message we want to convey, which is to increase the brand awareness. We also committed to target millennials as our main audience that we wanted to capture. So, we needed a special approach; which is engaging them with a fun and relevant tone.
At that time, catchy music ads were in fashion. After weighing on various factors, we realized that together with catchy songs, TVC would be the most acceptable for consumers.
Throughout all the methods in this campaign, which parts had the biggest contribution for success?
We cannot determine which ones contribute the most, as all the efforts and components in this campaign have their own respective roles. As far as we believe, every approaches in this campaign is managed to achieve the new highest transaction in all flight, hotel, and train tickets.
Knowing how hard the team has worked for this campaign, in the end, how would you want people to see Pegipegi’s brand image?
One thing for sure, we wanted people to relate Pegipegi as the master of destinations in Indonesia. We want to provide zero-worry choices, so anyone traveling domestics never need to think twice about their choices of hotels and destinations, from Sabang to Merauke. It is also the reason we did a number of follow-up campaign ‘Jelajah Indonesia’ and microsite website that reviews traveling destinations in Indonesia.
Though the campaign has ended for a while, people are still very attached to #Pegipegiyuk campaign. In fact, whenever they hear the word “Pegipegi, yuk!”, they are simultaneously connected to our brand. This is quite an improvement for one of our goals; brand awareness. I once heard a saying that “If an advertising song is sung by children, then, we can call the campaign successful!”. We were happy when we knew it really happened during the airing of TVC Pegipegi, yuk! jingle.
There must be considerable obstacles on #Pegipegiyuk campaign. What do you think the challenges were?
If I could name the biggest challenges, it would be the limited time and resources. This means our team needs to work harder and go the extra miles, as we need to complete this campaign within a short preparation. During #Pegipegiyuk, we had to have each other’s support — during the ups and downs, difficulties, trials, and errors. One thing for sure, we knew we had our different opinions and ideas. But in the end, that has made us stronger than before, as well as strengthened our bond as a family. We really put all our efforts into this.
Final results determine everything. When #Pegipegiyuk was considered as a successful campaign, what lessons can be learned by the marketing and whole Pegipegi team?
The moment we have successfully increased our brand awareness level, was the moment I can finally breathe out easily. Overall, through all efforts and achievements, I have learned to accept opinions, critics and advises, and also not to be afraid to keep trying.
Are you interested in helping millions of Indonesian travelers exploring the world at ease? Find your journey on Pegipegi’s Career Page and let’s #GrowTogether. And stay tuned for the next episode of Pegipegi, yuk!
In collaboration with Anindya Kanina and Ellin Alexander.
