Bandung is well known as a creative city that is able to create a variety of unique artwork until the television "stars". However, due to the rapid development of the city that encourages activity carried out at night, Bandung has become much lighter and we can not see the real stars in the night sky. This phenomenon is called light pollution. Therefore, the campaign theme is "Bandung Berbintang" and the objective of this campaign is to attract the citizens of Bandung to contribute in restoring the stars in the night sky. Besides Bandung is also well known as the “city of flowers”, we wanted to create a new nickname for the city as a “city of stars”. So that we can enjoy the beauty of the stars in the sky in the cool city of Bandung.

1. Bandung Berbintang
My City 2013 Project
www.bdgberbintang.com

2. Intro
Bandung is well known as a creative city that is able
to create a variety of unique artwork until the television
"stars". However, due to the rapid development of the
city that encourages activity carried out at
night, Bandung has become much lighter and we can not
see the real stars in the night sky. This phenomenon is
called light pollution.
Therefore, the campaign theme is "Bandung
Berbintang" and the objective of this campaign is to
attract the citizens of Bandung to contribute in restoring
the stars in the night sky. Besides Bandung is also well
known as the “city of flowers”, we wanted to create a
new nickname for the city as a “city of stars”. So that we
can enjoy the beauty of the stars in the sky in the cool
city of Bandung.
www.bdgberbintang.com

3. Light Pollution In Bandung (1)
www.bdgberbintang.com Light Pollution In Bandung (2)

4. General Problems
• Stars are not visible in the night sky
of Bandung city.
• Causing bad impact from man-made
lights (e.g. disruption of research
facility in Bosscha Laboratory/
affecting animal habits).
• Wasting too much electricity for
something useless.
www.bdgberbintang.com

5. Bandung Berbintang Campaign
Engage the citizen of Bandung to
Why bring back the stars in the night
sky of Bandung city.
Integrated-viral and simple
communication campaign.
How Platform to share and express the
feeling about night sky.
Source of information about
electricity utilization.
“Turn Off The Light” Campaign, “Fix Your Own Lightning” Campaign, and
What “Close Your Window” Campaign.

6. What? (1)
• “Turn Off the Light” Campaign
One person's effort can make a difference! Your
involvement can be as simple as turning off your exterior
lights or interior lights if you don’t need it anymore in the
night. Turn it off after 9 PM! :)
www.bdgberbintang.com

7. What? (2)
• “Fix Your Own Lightning” Campaign
Check to make sure that outdoor fixtures direct their light
onto the ground, rather than spraying it upward or onto
your neighbors’ property (light trespass). Simply pointing
these fixtures downward reduces light pollution.
www.bdgberbintang.com

8. What? (3)
• “Close Your Window” Campaign
Do not let the interior light is emitted through the
window. Close it when the dark has come. Your
contribution will help at least reduce 50% from light
illumination.
www.bdgberbintang.com

9. Values
• They can feel the beauty of the stars
in the night sky without go outside
the town.
• They just only do SIMPLE actions
which is turn off the light and close
the window in their own house.
• They can reduce the cost of
electricity utilization.
www.bdgberbintang.com

10. Direct Impact
• People can enjoy the stars in the night
sky with only a simple action.
• Reduce the cost of electricity
utilization.
Indirect Impact
• Help some animals and plants to live
properly without excessive lightning.
• Help scientist to do a better research
about universe.
www.bdgberbintang.com

11. Target Market?
Basically our target market is all
Bandung citizen. But we want to make
an effective communication through
the variety of channel into our specific
market which is:
• Young people
• Residential
• Shopping center/Developer
• Employee who worked in the office
• Government of Bandung city
www.bdgberbintang.com

12. Communication Channel?
• Website and Blog
• Social Media
(Twitter, Facebook, and Youtube)
• Radio Channel (Adlibs)
• Physical Channel
(Poster, Flyer, Sticker, and Baligho)
• Word of mouth
www.bdgberbintang.com

13. Communication Strategy (1)
Brand Experience
Physical Manifestations
Through the explanation Benefits (direct/indirect)
before, we can create our brand
experience to connect Bandung Values
Berbintang with our target market
through the comm-unication channels Differentiator
and put “why” part as the essence
and “how” part as the differentiator
among other issues. Essence
And after we define every part
of our brand experience, we can reach
our target market by using all
communication channels as our
physical manifestation.

14. Communication Strategy (2)
Website
Physical
Manifestation Social Media Radio Physical Channel
WoM WoM WoM WoM
Young people Residential Employee Government Developer
Target Market nb: WoM = Word of Mouth

15. Communication Strategy (3)
Website and Blog Radio Channel
• We will publish our website and we • We will approach all local radio, city
will put many information regarding or university base, with total around
the campaign and it would be the 60 radio channels in Bandung to be
source of knowledge about light our media partner. The partnership
pollution and it solutions. This proposal will be started before
website also become a platform for January 2013. By the beginning of
people to share their stories and 2013 many radio will help us to
forum discussion. This website is campaign this issue through adlibs
really a “home” for this project. with minimum target 4 adlibs/day/
radio and minimum 3 days/week.
Website:
www.bdgberbintang.com • Also we will ask them for on air
bdgberbintang.wordpress.com talkshow to give more information
about this issue to the public.

16. Communication Strategy (4)
Social Media Physical Channel
• Twitter @bdgberbintang • Poster, flyer, and baligho will be
We will always produce lot of published in the beginning of the
information from this platform every year to create the awareness about
minute. We can ask them to “twit” this campaign and bring the hype.
something after turn off the light We will put this materials in the
with hashtag #bdgberbintang or strategic area and we will not publish
mention our twitter. We will use this and wasting a lot of poster or flyer.
platform as our two ways
communication channel to interact. • Sticker is our mark. We will mark all
• Facebook fan page of them in their
Facebook is a platform to upload the staplers, doors, windows, cars, street
picture of the sky and share it to the light, etc. This material will give a big
public. contribution to bring the awareness
• Youtube in a right spots. With unique design
and cool words, this sticker would be
Youtube will be used to showcase our the most favorite stuff among other.
campaign in video format.

17. Cost Estimation
• Revenue stream is only coming
from sticker selling.
• Sponsorship has a big possibility
to be our revenue stream, but we
didn’t put it on the budget since
we are not projecting this project
to look for sponsorship.
• In kind partner is actually coming
from adlibs from radio as our
asset, but we didn’t count it in
the number.

18. “Turn off the light
and look at the sky…”
www.bdgberbintang.com