Contoh Percakapan Bahasa Inggris: Mempresentasikan ide kampanye ke brand director yang skeptis

C1Pitching a campaign idea to a sceptical brand director

Situasi: Ruang rapat Seruni Foods di Jakarta. Kamu baru saja memaparkan ide kampanye untuk sambal Seruni, merek berusia empat puluh tahun, yang menyasar perantau muda di kota besar dengan tagline “For the other eleven months”. Brand director-nya dikenal kritis dan sangat menjaga karakter merek.

Peranmu: Raka, creative director di sebuah agensi iklan di Jakarta · Lawan bicara: Amelia Santoso (Brand director, Seruni Foods)

Target: Mempertahankan ide besar dan tagline, mengakomodasi masukan klien tanpa kehilangan konsep, menjaga brand voice yang hangat dan jenaka, lalu menyepakati langkah berikutnya yang terukur.

Frasa penting

That's precisely why we've flipped it.Justru karena itu kami membaliknya.
Every brand fights over Lebaran; we'd own the other eleven months.Semua merek berebut momen Lebaran; kita kuasai sebelas bulan lainnya.
Fair challenge.Tantangan yang wajar.
Let's make that the proof.Mari jadikan itu buktinya.
The line carries the emotion; the product is the proof.Tagline membawa emosi; produk menjadi buktinya.
It mustn't feel sad.Kesannya tidak boleh sedih.
Warm, a little cheeky, very on-brand.Hangat, sedikit jenaka, sangat sesuai karakter merek.
Let's prove it before we scale.Mari kita buktikan dulu sebelum diperluas.
We'd judge it on sales against a control market.Kita nilai dari penjualan dibandingkan pasar pembanding.

Contoh percakapan lengkap

Amelia Santoso: Thanks, Raka. So the line is Seruni, for the other eleven months. Honestly, my first reaction is that home feels like a cliché, because every brand does homecoming at Lebaran.Terima kasih, Raka. Jadi tagline-nya Seruni, for the other eleven months. Jujur, reaksi pertama saya, tema pulang terasa klise, karena semua merek memakai tema mudik saat Lebaran.
Kamu: That's precisely why we've flipped it. Every brand fights over the Lebaran trip home; we'd own the other eleven months.
Amelia Santoso: Hmm, okay. But the line doesn't mention the product at all, and our research says people buy us for the hand-ground chillies and no preservatives.Hmm, oke. Tapi tagline-nya sama sekali tidak menyebut produk, padahal riset kami menunjukkan orang membeli Seruni karena cabainya diulek tangan dan tanpa pengawet.
Kamu: Then let's make that the proof. The line carries the emotion, and every ad ends on hand-ground chillies and no preservatives, just like home.
Amelia Santoso: Okay, I like that balance. My other worry is tone. Lonely people in rented rooms sounds rather sad, and Seruni has always been cheerful and a bit cheeky.Oke, saya suka keseimbangan itu. Kekhawatiran saya yang lain soal nada. Orang kesepian di kamar kos terdengar cukup sedih, padahal Seruni selalu ceria dan sedikit jahil.
Kamu: Agreed, it mustn't feel sad. Think warm and cheeky: every spot ends on a mum's classic text, have you eaten yet?
Amelia Santoso: Alright. Last question, and it's the one our CEO will ask: will this actually sell more jars?Baik. Pertanyaan terakhir, dan pasti akan ditanyakan CEO kami: apakah ini benar-benar akan menjual lebih banyak botol?
Kamu: Let's prove it before we scale: a six-week digital test in Jakarta and Surabaya, tracking online sales and repeat orders against a control market.
Amelia Santoso: A test I can sell internally. So, what do you need from me to move forward?Uji coba seperti itu bisa saya perjuangkan di internal. Jadi, apa yang kamu butuhkan dari saya untuk melangkah ke tahap berikutnya?
Kamu: Your sign-off on the line, and two weeks to develop three scripts. Then we'll take them to your CEO together.
Amelia Santoso: Alright, you've got your two weeks. For the other eleven months. I have to admit, it's grown on me.Baiklah, kamu dapat waktu dua minggu. For the other eleven months. Harus saya akui, saya jadi makin suka.

Kamu mempertahankan ide besar dan tagline, menjadikan fakta produk sebagai bukti tanpa kehilangan konsep, menjaga brand voice yang hangat dan jenaka, serta menawarkan cara mengukur hasilnya. Klien setuju melanjutkan.

Jawaban mana yang paling pas, dan kenapa

Amelia Santoso: Thanks, Raka. So the line is Seruni, for the other eleven months. Honestly, my first reaction is that home feels like a cliché, because every brand does homecoming at Lebaran.

✓ That's precisely why we've flipped it. Every brand fights over the Lebaran trip home; we'd own the other eleven months.

Kamu tidak membantah bahwa tema pulang itu klise, tapi justru menjadikan keberatan itu bukti kekuatan ide: semua merek berebut momen mudik, Seruni memiliki sebelas bulan lainnya.

✗ With respect, I don't think it's a cliché at all. Homecoming is one of the most powerful emotions in Indonesia, and it always works. (Bisa dipahami, tapi kurang pas)

Kamu membela ide, tapi it always works hanya klaim dan tidak menjawab kekhawatirannya soal klise. Lebih kuat, akui lalu balik sudut pandangnya: That's precisely why we've flipped it.

✗ Well, if you'd rather play it safe, we could always just do a discount campaign. (Kurang tepat)

Nada sinis yang menyiratkan klien penakut membuatnya merasa diremehkan. Tunjukkan kekuatan ide: Every brand fights over Lebaran; we'd own the other eleven months.

Amelia Santoso: Hmm, okay. But the line doesn't mention the product at all, and our research says people buy us for the hand-ground chillies and no preservatives.

✓ Then let's make that the proof. The line carries the emotion, and every ad ends on hand-ground chillies and no preservatives, just like home.

Kamu mengakomodasi masukan tanpa mengorbankan konsep: tagline membawa emosi, fakta produk menjadi bukti. Klien merasa didengar, dan ide tetap utuh.

✗ Good point. Perhaps we should change the line to Seruni: hand-ground, no preservatives. (Bisa dipahami, tapi kurang pas)

Kamu terlalu cepat mengalah: tagline baru itu menghapus ide besarnya dan mirip merek sambal lain. Pertahankan konsep: Let's keep the line and make the product the proof.

✗ Honestly, nobody really gets excited about preservatives. Features like that belong on the back of the jar, not in a big creative idea like ours. (Kurang tepat)

Mengabaikan riset konsumen milik klien kesannya arogan. Jadikan fakta produk sebagai pendukung: The line carries the emotion, and every ad ends on the product.

Amelia Santoso: Okay, I like that balance. My other worry is tone. Lonely people in rented rooms sounds rather sad, and Seruni has always been cheerful and a bit cheeky.

✓ Agreed, it mustn't feel sad. Think warm and cheeky: every spot ends on a mum's classic text, have you eaten yet?

Menyetujui kekhawatirannya, lalu langsung memberi contoh eksekusi yang menjaga brand voice: pesan khas ibu have you eaten yet? terasa hangat sekaligus jenaka.

✗ Don't worry, we'll add some humour later, at the production stage. (Bisa dipahami, tapi kurang pas)

Menunda soal nada ke tahap produksi memberi kesan kamu belum memikirkannya. Beri contoh konkret: Every spot ends on a mum's classic text: have you eaten yet?

✗ Sad works, though. Sad ads go viral on social media, and honestly, going viral is exactly what every brand wants these days. (Kurang tepat)

Mengorbankan karakter merek demi viral adalah tanda bahaya bagi brand director. Hormati brand voice: Agreed, it mustn't feel sad. Think warm and cheeky.

Amelia Santoso: Alright. Last question, and it's the one our CEO will ask: will this actually sell more jars?

✓ Let's prove it before we scale: a six-week digital test in Jakarta and Surabaya, tracking online sales and repeat orders against a control market.

Menjawab dengan rencana pembuktian: uji terbatas, metrik yang tepat (online sales, repeat orders), dan pembanding (control market). Ide kreatif jadi bisa dipertanggungjawabkan.

✗ I'm quite confident it will. Emotional campaigns tend to perform very well in Indonesia. (Bisa dipahami, tapi kurang pas)

Tend to perform very well adalah generalisasi yang tidak bisa dibawa ke CEO. Tawarkan bukti terukur: Let's prove it with a six-week test against a control market.

✗ Honestly, creativity can't be measured in jars. You'll have to trust us on this one. (Kurang tepat)

Menolak diukur membuat klien sulit membela idemu di depan CEO. Tawarkan cara mengukur: a six-week test, tracking online sales and repeat orders.

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