1. Diptanta Wahya Jati Nugraha
1006694883
Gav Gordon-Rogers | Round 4
Brief: "Wikipedia" (www.youngglory.com)
Judge:
Gav Gordon-Rogers, Interactive CD, Wieden+Kennedy London / CD, LBi Edinburgh
Released:
Jan 1, 2012
Submission Deadline:
Jan 31, 2012
Status:
Entries being judging.
Brief: Wikipedia
We're probably all familiar with this phrase: "An urgent appeal from Wikipedia founder Jimmy
Wales" (see here). But how many of us have even clicked on the link let alone donated?
Wikipedia represents the very essence of the internet: free, collaborative, informative and
educational. It's probably one of the most useful, most used and most undervalued resources on
the internet. And crucially, it's driven by users who have the desire to help others for no personal
gain. The site is not commercial, it has no advertising or sponsors. The only way it keeps going is
through donations. So this is essentially a charity brief.
Your task is to encourage people to make regular donations to Wikipedia, however small those
donations may be.
You can use any media, but remember that the budget will be extremely limited. Be realistic
about how much your ideas might cost to execute. Think about innovative ways for us to
communicate with existing users. If you have thoughts about inventing new Wikipedia services or
offerings which could help to bring in donations, suggest them too. Does Wikipedia need new
branding? Should we pursue strategic partnerships? How can we make people feel good about
donating?
Try to create work which would genuinely convince your friends to donate regularly.
And when we strike gold, we'll send our winning response to Jimmy Wales to see if it might
become a reality.

2. CREATIVE BRIEF
Client Wikipedia Job No.
Brand Wikipedia Briefing Date
Description Ensiklopedia bebas Presentation Date
Requirement Any media Campaign Launch Date
What’s the Product Background?
Wikipedia merupakan ensiklopedia bebas yang bekerjasama dengan wiki software. Ensiklopedia
ini tersedia dalam berbagai macam bahasa yang dapat diakses dengan mudah dan gratis setiap
saat melalui internet. Data yang ada di Wikipedia dikelola oleh penggunanya sendiri.
What are the Brand’s Issues/Problems?
Wikipedia merupakan situs yang berbasis non-profit, sehingga tidak terdapat iklan atau sponsor
yang dapat menunjang keuangan sang pemilik. Maka dibutuhkanlah donasi dari para pengguna
agar situs ini dapat terus digunakan.
What must the Communication do to Solve the Brand’s Issues/Problems?
Menciptakan keprihatinan di benak pengguna akan kelangsungan situs Wikipedia, sehingga para
pengguna mau berdonasi untuk menjaga kelangsungan situs Wikipedia.
Who are the Target Market?
- Urban, Sub-urban, usia 23-30 tahun (primary), SES A/B, pekerja mapan
- Urban, Sub-urban, usia 17-22 tahun (secondary), SES A/B, mahasiswa
Johan, usia 25 tahun, dulu pernah sekolah di Universitas Trisakti. Sekarang menjadi
manajer di sebuah perusahaan ternama di Jakarta. Dia tinggal dan hidup bersama orang
tuanya di Jakarta Selatan. Dia sering membuka wikipedia untuk mencari informasi yang
dia butuhkan, atau hanya sebagai rujukan ke situs lain yang menjadi sumber utama dari
informasi yang dia cari, untuk mempermudah pekerjaannya sehari-hari. Johan
mempunyai hobi nongkrong dan jalan-jalan. Dia masih single.
What are the Insights?
- donasi yang bisa diberikan, berapa pun itu, tetap membantu Wikipedia.
What is the Brand Idea?
- Wikipedia needs you
What is the Proposition?
- Kelangsungan Wikipedia ada di tanganmu
What is the Reason to Believe?
- Wikipedia merupakan salah satu resource paling berguna dan banyak dikunjungi di
internet
- Wikipedia merupakan lemabaga non-profit
- Setiap tahunnya, terdapat sekitar 684 juta orang mengakses Wikipedia (menurut
http://webupon.com/web-talk/10-unique-and-interesting-facts-about-wikipedia/)
- Wikipedia telah mendukung konten dalam 260 bahasa yanhg berbeda.
What are the Tone & Manner?
Dramatik
Are there any Considerations on Executions that Really Worth Knowing?
Jika TVC, menggunakan public figure yang populer