Summary: | Background
Incomplete bans of tobacco advertising, promotion and sponsorship [TAPS]
in Indonesia enable the tobacco industry to exploit both direct and indirect
cigarette promotion. Alongside its annual SoundrenAline
concert to promote Sampoerna A cigarette brand, PT HM Sampoerna used social
media and its corporate website to develop its brand image. This study aims to
describe an integrated marketing communication (IMC) strategy of Sampoerna A brand and how Instagram and the
corporate website were leveraged to broaden the marketing campaign reach and to
increase engagement with young people.
Methods
A case
study of the A cigarette brand IMC
was conducted by gathering data from three main sources. HM Sampoerna reports
and company websites were reviewed. Four pairs of observers conducted an
observation survey, systematically auditing and documenting tobacco promotion
and advertising at the 2016 SoundrenAline concert. Social media data was
obtained from a search of hashtags on Instagram. The ten most frequently used
hashtags related to the concert were reviewed and documented.
Results
An IMC strategy of the A brand was conducted through consistent brand
image communication across different medium including the live music event and a
virtual event on the corporate websites and social media accounts. Instagram
boosted event promotion with more than 25,000 posts for the two main hashtags that
were endorsed during the concerts. HM Sampoerna evaded the advertising law by
changing the concert name, using pictorial health warnings on the
promotional material and including an age 18+ restriction to both the concert
and to the websites.
Conclusions
This
case study provides evidence that PT HM Sampoerna has exploited loopholes in the
incomplete Indonesian tobacco control regulation and has embraced social media
and the internet to leverage its cigarette marketing. Indonesian tobacco
advertising bans need to be reformed to include internet and social media
advertising in order to effectively protect young people.
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