MOHAMMAD FARHAN NOOR (CARAT) SIGIT LEKSANA (IPROSPECT)
BACKGROUNDJakarta already held 1st roundGubernatorial Election on July11th 2012. Its generated Jokowi- Ahok and Fauzi Bowo -Nachrowi as the candidateswho will compete again on 2ndround. PROBLEMS • There is still high numbers of abstentions (37,5%) in 1st round of elections. Its about 2.6 million from 7 million registered voters. • Most of them are Jakartan’s middle class • There is still a high possibility that the numbers of abstention will increase.
MISSION: Convince ‘The Abstentions’ to use their right to vote by the most effective media!
From Nielsen survey data, Jakarta have 7,605,000 people total survey numbers.There are 4,168,000 people as Middle Class, Apathetic and Skeptical consumer segment.*This is the number that have a high possibility to become The Abstentions!*Our Target Audiences: Skeptical ApatheticThe Abstentions Middle ClassMale FemaleAge 20-44SES ABCJakarta * Source: IMS Nielsen
How to reach The Abstentions? We will reach our audiences by use Radio, Newspaper, Internet, Ambient Media because this media has the highest penetration Media Penetration TERRESTRIAL TV 373 ALL MAGAZINE PAY TV 246 102 97 TABLOID RADIO 255 13 6 115 18 31 % 27 3 205 Index DAILY 63 36 309 CINEMA NEWSPAPER 65 162 133 168 PUBLIC TRANSPORTATIO INTERNET N OOH With Ambient Media Source: IMS Nielsen
Media Insight Gen FM still the highest listenership in Jakarta. Hard Rock FM is the most relevant to our target audiences Data by Nielsen Radio Advisor Kompas have the highest readership for Newspaper IMS Nielsen Search Engine Market Share in Indonesia Search Engine Market Share: Google 95.99%, Yahoo 2.41%, Bing 1.03%, Ask Jeeves 0.49%, AVG Search 0.05% Facebook has 43.8 Million users in Indonesia*
Ambient MediaOur target audiences usually hangout with people, working or spend their own time inthe café, restaurant, etc. They also need to RECHARGE their gadgets.So, we will put the ads in every REPSTACLES Do Your Hangout Side Job with Friends Cafe RECHARGE YOUR CITY FOR THE NEXT 5 YEARS! .Don’t be The Abstentions! Lunch break Business Meeting Restaurant
RECHARGEYOUR CITYFOR THE NEXT5 YEARS! .Don’t be The Abstentions! LEVERAGE THE IDEA by help seeding in Online Media
Timeline Recommendation 22% Search Increased* 9,539,231 search query related to Pilkada DKI**The 1st round of Jakarta Gubernatorial Election has a significant affect to the digital activity, especiallyon search engine. This can be seen by the increased of search volume that happened in Jakarta,started on July 1st -7th with the peak on July 8th – 14th. Source: Google Insight So we recommend the best time to start the campaign is 2 weeks before the election * Periode Jan-July 2012 ** Periode July 2012
Media Timeline Week 1 Week 2 OFFLINE ACTIVITYBuilt awareness to audiences Ambient Media with our communication Newspaper, Radio DIGITAL ACTIVITYGrab the high opportunity on the SEM/PPC (Google Search,search trend and engaged them Youtube Search, Yahoo Search) in our digital platform Social Media (Facebook & Twitter)