Minelab Electronics appoints Lion and Lion for Indonesia launch

Global metal detector manufacturer Minelab Electronics has appointed digital marketing agency Lion and Lion to launch the brand in the Indonesian market. The appointment will see Lion and Lion raise audience awareness of Minelab’s products and drive visits to the brand’s website for further inquiry. 

Lion and Lion's marketing strategy is built upon its tagline of "With Minelab, you'll find performance is everything." Minelab worked with the agency to create a go-to-market strategy that targeted consumers in a niche market. The full campaign will make use of data and analytics to curate strategic content placement in media and creative asset production. MARKETING-INTERACTIVE has reached out for additional information.

Jim Kwo, general manager, APAC, at Minelab Electronics, said that it was impressed by Lion and Lion's quick mastery of its product line, marketing goals, and insights into the local markets. "Their team is highly responsive and we are looking forward to establishing a major presence in the Indonesian market,” he added.

John Campbell-Bruce, managing director at Lion and Lion Indonesia, said that it identified opportunities for Minelab to reach out to hobby treasure hunters in entry-level markets. "This is due to the growing trend of amateur adventurers seeking to make treasure hunting a new source of income and who are looking for a product that can make their dream a reality,” he explained.

Jerry Soeria, creative director at Lion and Lion Indonesia, added that the campaign will act as an initial launch for the Indonesian market, designed to build the presence of Minelab in Indonesia and prepare a benchmark for future campaigns. "As the brand is new here, we are focusing our efforts on driving awareness of the brand and its ranges’ key product benefits so we can position Minelab as a premium, yet accessible brand for new users that offers superior quality products," he said.

Separately, Lion and Lion bagged a slew of FMCG brands across Southeast Asia last year. Denmark-based international fruit drink brand Sunquick and Japan-based food company Glico APAC appointed the agency in July last year, following a pitch. Under the one-year appointment with Sunquick, Lion and Lion managed Sunquick’s social strategy, creative content and community management to further strengthen the brand’s position across Malaysia, Singapore, Philippines, and Vietnam, as well as increase its range of concentrates among consumers in those regions. 

Meanwhile, under Glico APAC, the agency is responsible for Glico APAC’s integrated communications work including strategy, creative, social, and digital services for its products Pocky, Pretz, Pejoy and to advance the brand presence among Malaysian and Singaporean consumers. The appointment is until December 2021.

Additionally, cafe company Secret Recipe has also renewed the contract with the agency for another year in July. The renewal saw Lion and Lion managing the brand’s social media across platforms and growing the community along with a focus to drive the brand’s online business with strategic initiatives. 

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