A peep into the life of theYoung IndonesiansLife, leisure, dreams, & aspirationsPUBLICIS INDONESIA2013
The power of youth 50% of the Indonesian population is under theage of 30 They are the primary target audience for mostbrands across categories Hence the need to better understand theirchanging attitudes, opinions, interests, leisureand consumption habitsBackground
ObjectiveUnderstand the Youth leisure and entertainment spaceOut of home/in home Key motivators/driversKey decision makingvariablesBrand choice HangoutsPromotions/offersGadgets and Games Work and Play Lingo
Target 18-22 year olds Trendsetters Male/Female College-goers and First jobbers JakartaMethodology Ethnography study- Following a buddy group (5 best friends) for 4days An online survey of 86 Young Indonesians, in and around JakartaResearch Design
Friends are key to life…extension of family… Friends at this age is super important Anytime is good time for friends- thevenue is not important, the companyis It’s always the unanimous choice thatdictates the night out spot- it’s alwaysa collective decision Not MEchoice but WEchoice
A typical week…SaturdayNight OutFridayChill OutSundayFamily DayMondayCollege Day-Futsal-Movie at themall-Bar&Resto-House Chillinat friendsplace-Gaming-De-stress withfriends-Tight budget-Prefer to talkand catch upwith friends-Attending class-Meeting friends-Specific hangoutplaces-The youth lingo-Dreams andaspirations-The role of a child-Running errands-Hanging out withfriends-Ways to unwind athome-Personal grooming-Social media time
Hot SpotsSevel (7/11)Rp. 15-30kLawson’sRp. 15-30kCoffee ToffeeRp. 11-30kCircle KRp. 10-30kStarbucksRp. 40-80kThat’s Life CoffeeRp. 15-40k
ExperienceFree WiFi is essential inour hangout..We have our brand ofchoice, but 7/11s brands arequite nice too! Not to forgetit’s relatively cheap!Promo works well with us, buy2 get 1, 20% off for phonecredit if we buy coffee,discount on beers…It’s Friday night, time to chill andforget about work and attendingclass for the next day. We wouldstay here for 3 hours just to chill!Others tried to copy Slurpee,but 7/11 for sure have theoriginal and the best! It’s what7/11 famous for…
Current promos they like…• Discounts for Big Bite and Slurpee withMandiri and CIMB card• 20% off for phone credit w/coffeepurchase• Best Deal For Meal promo• 1 free beer for 1 pack purchase• Free coffee with everysandwich purchased• Starbucks Treat a Friend(buy 1 get 2)• BCA Frappuccino promo• 50% discounts for Mugsand Tumblrs• Discounts for Japanesesnacks over x numbers ofpurchase• Buy 1 get 2 by followingthe Twitter account
Points to ponder…‘Nongkrong’ is a RITUAL for theyoungsters.. Rain, traffic oranything…There’s no stoppingthem.It allows bonding in the simplestway. No frills, not high-brow, inthe comfort of football jerseysand slippers.Conversation topics will gethotter, and they would forgetabout going home.Friends and consensus rules.Death of the single leadingvoice.It’s always OUR choice.
Saturday Night OutFutsalMovieBar & RestoHouse Chillin
Wearing jersey of yourfavorite team is a must, it’s likea religion, I’m not kidding..Futsal at least once a week,it’s good to release stress, tohave a good laugh, and toscore some goals!I’m here to cheer for the boys,and to do a bit of gossip!After a 2 hour futsal, ourstomach crumbles, so we gofor a snack at Pertok. Goodfood and good price..Pertok is famous for its chickensatay, the best in town!Experience
Current promos• 50% discount if book court 2 weeks ina row• Free drinks if play morethan 2 hours• Play two hours get onefree• Play two hours get one free• Free complimentary drinks • Play two hours get onefree
RitualsBring 4 different football jerseys Playing futsal with their favoritefootball player at their backMimicking famous goal celebrationTalk about the forthcoming football match Late brunch at the usual nearest hawker
Even after a tiring day, I haveto watch it !We love snacks to come aftera movie, and we want to trythis new place Miji Ojisan,Cheese Cake for all! Nothingbetter than a good treat onour weekend!I said itbefore, HotelTransylvaniais going to beepic andfunny!We stayed for about an hourto talk about the movie, andjust fool aroundWatching movie at PIM isexcellent, because we canspot lotta girls!Experience
After a fun and tiring day wewon’t stop now, we round itoff with booze!From Monday to Sundaythere are great promos, 50%off, free beer, cheap chickenwings, and a lot more!We never forget to do ourpre-drinking ritual!I always checked in at4Square and Tweet whereverI’m in. The free WiFi here ispretty fast!Experience (Beer Night)
Chilling out at Rashta’s houseafter drinking, just kick backand relaxGame of FIFA is a must!The internet is as fast asSpeedy Gonzalez! I’mdownloading the latestepisode of Walking DeadExperience (House Chillin)
Points to ponder…A core group of friends,complementedby different passiongroups-Futsal, movie buzz, bars,games.Segmentation based onpassion groupsis a huge way forward formarketers whiletalking to the youth.
“ Me time”- House Chillin TV shows and DVDs Gaming Hobbies Online surfing
House ChillinChilling at friends placeAnd end up finishinga movieGetting lazy in theevening and finishing 4seasons of DVDRushing back home forThe Voice, they can’tmiss out on itIn a midst of assignment,they would break themonotony by chattingwith friends via skypeand Facebook.Other activity mightinclude BBM-ingtheir crushPursuing other passionsWhile at home, such asPracticing on their guitarskillsStaying at home is theperfect time to downloadthe new season ofWalking dead
Points to ponder…The content is in myhand at myconvenience.The millenial kidsdownload TV series.Time-poor|Multitasker|Onthe go existence.
Family DayI had dinner with my brothersat the mall, then to drive mymum to shop for groceriesEvery Sunday I always go outwith the big familyMy ResponsibilityKick back and relax, whilewatching TVPlay with my lovelykitty!Spent the whole day at ToysFair with my buddies !My Weekend
My Ways To UnwindFamily DayBBM-ingPlaying PS3Readingonline comicsReading onlinemagazinesBrowsing videoson YoutubeReading novelsPinning onPinterestUpdating statuson Tweet DeckSkype-ing withfriends
Points to ponder…To them Sunday is theday where theydevote themselves tofamily.Sometimes attractiveevents with friends willtake priority.
Traffic always pisses me off! Iwoke up late, and now I’mgoing to be so late to attendmy classWe usually hang out with allgroups, geeks, jocks, nerds,sportsman, politic groups, leftwing, right wing, you name it!Other than spending time atKantin Atas I usually hang outat Kantin Kami. I usually spendabout 10 to 30k maxThe design student’s hub is theperfect place for us to to posefor a pictureAnd of course, one of ourmotivation to go to class arethe fine girls!Experience
Movie StarStand UpComedianNovelistChefAmbitionsvisualsStage PerformerRock StarBakery ShopOwnerEvent Organizer
Adrie SubonoSoeharto SoekarnoSandiaga Uno Emirsyah SatarDavid Beckham Lionel MessiPeter FirmansyahPeople I look up to…
Bisa=Sabi Yalsi=SialNangte=TenangCabs=CabutSelow=SantaiWoles=SelowYongkru=YoiSob=BosAre we talking to them in their lingo?Gancit=GandariaCityPIM=PondokIndah MallCitos=CilandakTown SqCK=Circle KSency=SenayanCitySevel=Seven ElevenCimol=CinereMallFlipped wordsBuddy callsPlacesBroCuyGanBrayMamenSisFren
BrandsTo them brands are to be believed in, but depends on what theycan get from themSometimes it’s just about the cool quotient
Promotion Hot ButtonsMOBILE- Online Banking- Info on sales and best deals- Smartphone apps- Free phone calls to the same provider from12AM to 5AM
Promotion Hot ButtonsENTERTAINMENT- Buy 2 get 1 movie ticket with a specific credit card- Free drinks for the whole team if booking for 3 hoursfor a futsal pitch- Monday to Sunday daily promo in bar & resto
The mindset in a nutshell A balanced consumerist- PrudentPunter? Want the badge value but not willingto pay premium Willing to pay premium for anythingthat heightens the cool quotient Budget airline to a fancy resort
Now let’s follow them ontheir weekend..http://youtu.be/LKXLiZ6ttJM