The Young Spikes Competitions are aimed at creatives who are aged 28 or under and employed in advertising/communications businesses in a skill discipline relevant to their chosen competition. The Young Spikes Competitions provide Asia Pacific’s next generation of creative talent the opportunity to showcase their talent.

1. Antonius Arindra (XM Gravity)
Teguh Triguna (XM-JWT)
Runner up Young Spikes Indonesia – Media Category
September 2013

2. PROBLEM
In August-September 2013, “Film Prancis” gained 686
conversations in social media*, and mostly conversation
was generated as negative conversation.
They shared that French Film are:
 Weird
 Too complicated
 Rumpled
 Tough
Meanwhile, their main goal after watching drama,
comedy, or action movies is to be entertained with their
friends.
*Source: Twitter.com, 2013
Then, the problem is...
French Movies are not becoming as a friendly friend for youth :(

3. CHOOSE OUR MEDIA CHANNEL FOR
YOUTH
• Indonesians love social networking: 94%
are connected to social networks, and 89
percent have a Facebook account*
• Nielsen reports that Indonesia is the only
ASEAN country where four out of five of its
top online activities involve social
networking.*
• Almost all of Indonesia’s past-week social
networkers (96%) say they’ve used
Facebook during that time, and this rises
to 56% among 15-to 24-year-olds. **
*Source: Nielsen, Desember 2012
*Source:Broadcating Board Governors, 2012
OUR TASK
Create a social ecosystem
to engage Indonesian
youth and convince them
that French Films are
entertaining through the
most effective media
channels.
Youth, Male/Female
18-35
ABC
Jakarta, Bali, Bandung,
Balikpapan,
Malang, Makasar,
Medan, Semarang, and
Yogyakarta.
Who & Where are they?

4. THE IDEA
BONJOUR!
Primary
Media
Secondary &
Supporting Media
Supporting
Media
Supporting
Media
Social networking
Creative Channels
Contextual Ads
Virality
SOCIAL
PLATFORM
OWNED
PROPERTIES
EARNED
MEDIA
PAID
MEDIA

5. MEDIA ECOSYSTEM & STRATEGY
EARNED
MEDIA
OWNED
PROPERTIES
PAID
MEDIA
SOCIAL
PLATFORM
ADVERTISING
Banners
Display
Single Media Buying
Facebook Ads
Endorsement
Search Engine Marketing
VENUE PROPERTIES
Panorama Cinematography
A Retrospective Filmography
Short Film Competition
Bonjour! Booth
DIGITAL PROPERTIES
Microsite - Video Gallery
Apps – Bonjour Your Personality
SOCIAL SHARE
Social Media Networking
(Share Photos, Videos, Likes,
Comments, etc).
SOCIAL CHANNELS
Facebook
Twitter
Youtube
VIRAL MEDIA
Media Coverage (News, Article, Blogs)
Unexpexted Influencers
Fans Loyality
Engagement Post

6. SOCIAL PLATFORM
Bonjour! Your Personality Test
OBJECTIVE
Create an awareness that
French Films are very
entertaining, instead of
rumpled.
OUR TASK
Engage social youth to check
their personalities, and be
related with France Movies.
Are You Drama?
Comedy? Action? Or Thriller?
Social Activity:
1. Ask youth to fulfill a questionnaire application.
The pictures / materials are taken from French
Film Festival.
2. Then, The result will be translated into 4 groups of
Film Category. Drama? Comedy? Action? Or
Thriller?
3. Youth will get a description of their personalities
based on the categories.
4. Youth will share the result to their friends and
community. And if they have same category, they
can watch the movie together.

7. OWNED PROPERTIES
Ambient
1. This ambient placed in
the Cinema.
2. We take some photos
in front of ambient and
we ask their sosmed
address name.
3. This ambient always
change everyday
based on movie
theme.
4. When Youth enjoy
watch the movie we
edit their photos like a
poster film and blast
them to their sosmed.
5. Youth will feel
surprized and satisfied
with the poster.
Micro Site
1. Micro site used to give more information about
the campaign.
2. After watching movie we ask Youth to make
their own story about anything that they like.
3. If Youth have any ideas they can submit video
in this micro site and promote them to their
community.
4. Everyone can join, make, give comment, or just
watching the videos.

8. PAID MEDIA-CONTEXTUAL ADS
Single Media Buying on Kompas
(Contextual Ads)
Est. Impressions: 800,000 Suggested Ads on Facebook
(Contextual Ads)
Est. Impressions: 4,800,000 people who are
interested in movie/film.

9. EARNED MEDIA
BLOGS & NEWS
Article Outpost
Unexpected Influencers

10. MEDIA TIMELINE
PRE-LAUNCH (3 weeks)
November 2013
1. Social Platform – Application
2. Microsite – Information
LAUNCH (4 days)
December 5-8th, 2013
1. Ambient – Bonjour Booth
2. Microsite – Video Submission Starts
( a month period of submissions)
3. Paid Media – Single Media & FB Ads
(Suggested Post)

11. MEASUREMENT & KPI NUMBER
Media Tools
Tweetreach & Facebook Insights
Key Performances Indicators (KPI) Media
1. Total Conversations in Social Channel , 2,000 conversations
2. Total Participants Facebook Apps, 1,000 users
3. Total Video Submission for Competition, 100 videos submissions
4. Total Clicks from Paid Media, CTR (Click Through Rate) 3% = 168,000 clicks
5. Total Participants at the French Film Festival (2,500 Participants)