Lion & Lion Appointed to Launch Minelab Electronics in Indonesia

Digital-first agency Lion & Lion has been appointed to launch global metal detector manufacturer Minelab Electronics to the Indonesian market. The partnership, which officially started in September, will focus on raising audience awareness of Minelab’s products and drive visits to the brand’s website.

The agency worked with the brand to create a go-to-market strategy that targeted consumers in a niche market.

“This campaign is 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,” said Jerry Soeria, Creative Director, Lion & Lion Indonesia.


The full campaign will make use of data and analytics to curate strategic content placement in media and creative asset production.

“Minelab is already well known as the brand for advanced users globally. The current perception of the brand is positive as Minelab metal detectors are made according to high-quality, military-grade standards,” said John Campbell-Bruce, Managing Director, Lion and Lion Indonesia.

“That being said, we 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.”


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