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Music Industry in Digital Era

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BNPB (Badan Nasional Penanggulangan Bencana - National Disaster Prevention Agency) cooperated with Australian government and Australian Red Cross, Indonesian Red Cross, and Miles Film to create a 65 minutes movie titled “Nyanyian Musim Hujan - Songs of the Rainy Season”.

The movie was directed by Riri Riza and produced by Mira Lesmana, containing message on preparation against flood and land slide disaster. The movie was about family drama and the social problem that happened on the background during the disaster.

Through the movie, people could learn how to build self awareness of the disaster. People could learn empower themselves to be proactive against the upcoming disaster.

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#PashaVSJoe

The campaign started with celebrity Pasha (@pashaofficial_) from the band Ungu, and Joe Taslim (@Joe_Taslim) argue with one another, which one is the best. Is it motorbike or parkour? Pasha, known as biker, declared that motorbike was the best, while Joe Taslim, who have regularly practice parkour, declared that parkour was the best. The argument led to a duel challenge between motorbike versus parkour.

Suddenly Garnier Men (@GarnierMenID) elevated the conversation heat, by offering as sponsor for the duel. Later, a station radio, @101Jakfm, also offered to interview them both. The station asked them to talk about the duel challenge.

Post on Kaskus and Detik forum appeared, discussing the conversation. The post said that it was a tweet war among celebrities. Many people responded on the post. Some people said that it was regular that celebrities "fight" just to gain fans' attention. 

The following days, both Pasha and Joe Taslim said on Twitter that each of them has been practicing for the duel day. Garnier Men published a site so that fans can vote who will win the duel. The #TeamPasha and #TeamTaslim began appearing on Twitter, initiated by each celebrity. It's a way for fans to show their support for the duel. 

TVOne, one of national television channel, invited both Pasha and Joe Taslim to a variety talk show. The channel discussed with both celebrities about the upcoming duel that will be sponsored by Garnier Men. 

During this time, Pasha shared many tweets related to motorbike and why he love it so much. Joe Taslim also shared many tweets about parkour as well. Memes, videos, and quotes about each activity are shared as part of tweets.

The final duel was held on Senayan City. A giant signage billboard was shown on mall's wall, showing the duel event between Pasha and Joe Taslim. The final duel was actually won by fans' votes. On the website, the vote gave victory to Joe Taslim. The duel also gave Joe Taslim the benefit of victory.

Website campaign: http://urbanhero.co.id/

Tweet, video, and forum link compilations: https://storify.com/pitra/pashavsjoe

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How Coca Cola connected with Indonesia’s teens for the FIFA World Cup

As an official sponsor of the World Cup since 1978, Coca-Cola has had stadium advertising at every tournament since 1950. For the event in Brazil this year, Coca-Cola wanted to raise awareness and brand association with the World Cup among teens and young adults in Indonesia. To connect with a core target audience of 13- to 29-year-olds, Coca-Cola produced a music video—a local adaptation of a global idea starring artists David Correy and Millane Fernandez called “Dunia Kita” (“The World Is Ours”). With 52 million target consumers on Facebook, Coca-Cola opted to focus the campaign on the social-media platform.

Execution

Coca-Cola’s core aim was to maximise video plays and achieve a measurable lift in brand association and ad recall. Working with Mediacom Indonesia, Coca-Cola uploaded the music video direct to Facebook, which meant users were kept on the platform; viewers watched the video in their News Feed without having to leave the site.

Quinn Donato, Coca-Cola Indonesia media and interactive manager, said Facebook was chosen as the primary platform for the campaign for two key reasons: “First, the Facebook population in Indonesia is massive, and Coca-Cola’s core target audience is engaged on this platform,” he said. ”Second, we had rich anthem video content and Facebook’s News Feed makes it easy to play videos, particularly on mobile.”

Results

The campaign reached millions of Indonesians, and Coca-Cola said they saw a measurable lift in both ad recall and message association. The Facebook campaign delivered 1.48 million video plays in five weeks. In addition, it reached 17.1 million people, and 32 per cent of the target market (Indonesians under the age of 29) saw the campaign. According to research company Nielsen, 67 per cent of those polled associated Coca-Cola with the 2014 FIFA World Cup after seeing an advertisement on Facebook. In another study by Millward Brown, the brand was the most-recognised sponsor of the month-long football tournament in Brazil.

Source: http://www.campaignasia.com/Article/393726,in-indonesia-big-brands-go-to-facebook-first.aspx

Video: https://www.facebook.com/video.php?v=10153084541223306

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Case study: Coca-Cola Indonesia

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Check Indonesia on the page.

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KitKat Breakaway's microsite was to promote the latest holiday campaign theme. The brand offer winners free holiday vacation to either Vienna, Barcelona or Sweden. Users had to submit 3 photo challenges, depends on the chosen vacation destination. If the highest submission is to Vienna, then the winners were chosen from the Vienna's photo submission participants. There were only more than 180 photo submissions for the campaign. 

http://kitkatbreakaway.malesbanget.com/

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Cornetto Mini Disc Green Tea was a new variant product of Cornetto. To promote the product, the brand created a microsite campaign featuring their brand ambassadors, JKT48. Users could participate on the Green Tea Kanpai photo competition challenge. Users had to upload their photo in according to the moment specified by each chosen member of JKT48. The competition ran for 4 weeks between August 20th to September 26th 2014. Each winners won a ticket to attend special mini concert by JKT48. The campaign received more than 1,000 photo submissions.

http://www.wallscornetto.com/minigreentea/

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Charm Extra Dry Rescue Team starring prominent members of JKT48: Melody, Nabilah, and Haruka, was a campaign by Unicharm Indonesia. The girls of JKT48 were supposed to be the hero to fight the monster "Lembeib." Users could also get free sample of the product, just by registering themselves with their Facebook account. There were more than 3,200 product samples that were given free during the campaign.  

http://www.bebaslembab.com/