JAKARTA – Lion Parcel, a logistics company under Lion Group, announced the appointment of Denny Sumargo, a rising public figure, as its new “CEO”. However, the "CEO" in question is not the chief executive officer but the Chief Eccentric Officer.

Lion Parcel's collaboration with Denny Sumargo, affectionately called Densu, as its newest brand ambassador, is a marketing move that has taken the virtual world by storm. This initiative was taken by Lion Parcel to maintain its relevance in an all-digital and fast-paced world.

However, apart from the marketing method, Lion Parcel hopes that with the title "CEO" pinned on Densu, the company can establish two-way communication with its brand ambassadors, as well as produce a communication strategy that is more relevant to its target segment, especially digital users. "Most digital users send goods the most. They get exposure on social media, and finally the desire to buy something appears," explained Kenny Kwanto, Chief Marketing Officer of Lion Parcel.

When asked about the target market, Kwanto also admitted that the company certainly targets those who have high purchasing power. “First-jobbers—those who have just started working—usually already have spending power and have the desire to spend this way or that. It’s also similar in other regions. So, that will be our target segment," he added when met at the Ramadhan Press Conference and Iftar with Lion Parcel in Jakarta today (4/4).

Kwanto believes that with Densu's popularity extending to remote parts of Indonesia, his appointment as "CEO" of Lion Parcel is the right strategy to target the intended target segment and build the company's reputation as an alternative logistics service in Indonesia. (ZH/LM)