Attack: Canggih No Mahal
A bold integrated campaign repositioning Attack as the smart, modern choice — powerful performance without the premium price tag.
Client
Attack Detergent
Category
Creative Campaign
Industry
Consumer Goods
Year
2024
The Brief
The Challenge
Attack needed to shift perception from a budget detergent to a brand consumers felt proud to choose, while staying true to its value-for-money promise.
What We Did
Our Approach
We developed a 360° campaign anchored in the insight that being smart with money is the new sophistication. Video, digital, and social executions unified under a single emotional idea: Canggih No Mahal.
The Outcome
22% uplift in brand preference among target demographic. Campaign video exceeded 40M organic views across platforms.
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