Course Project

Yang Dinamis Pasti Dynamix

After rebranding, Dynamix Cement lacks awareness among millennials. This idea builds it, along with a versatile, strong image.

The Insight

Dynamix is the successor to Holcim cement, now under Solusi Bangun Indonesia and part of SIG.
About 93% of Dynamix purchases come from consumers, not businesses.
Millennial homeowners (28-44) still know little about the brand.
I analyzed in-depth interviews with four homeowners. The pattern was clear: they want the best price, but they also want to be sure they made the right choice. So they compare materials carefully, often on social media.

Make a new name feel as trusted as the old one.
Win trust and justify the price at the same time. Dynamix (Rp68,000/50kg) sits between Tiga Roda (Rp70,000) and Merah Putih (Rp63,000).
Stand out next to Tiga Roda, which leads on experience and wide distribution.
Reach homeowners who research hard, while social media feeds alone can't be relied on to reach them.

Found a gap in the market. Tiga Roda focuses on distribution, not innovation, so Dynamix can own "strong and dynamic."
Built two message pillars: a functional one (strength and precise technology) and an emotional one (the courage to build and change).
Planned TV ads (Trans TV, Metro TV) and digital billboards at toll roads, bus stops, and MRT stations. These channels don't depend on algorithms.
Planned front-of-store displays at retailers, a consumer expo at Senayan City, and a B2B expo, to build trust where people buy.
Proposed an AI-assisted website with consultation and a store finder, SEO articles, and 100 KOLs in four tiers (2 mega, 20 macro, 30 micro, 48 nano), to give researchers the proof they look for.
Proposed "Untuk Sumatra," a YouTube series where two creators help rebuild facilities in disaster-hit areas of Sumatra.