This is an initiative research video done by Hanussa Hamzah (Cuca) and Arindam Chatterjee (Chats) for Publicis Indonesia. The idea of the whole thing is to understand more about the leisure time and space of the Indonesian youth.

1. A peep into the life of the
Young Indonesians
Life, leisure, dreams, & aspirations
PUBLICIS INDONESIA
2013

2.  The power of youth
 50% of the Indonesian population is under the
age of 30
 They are the primary target audience for most
brands across categories
 Hence the need to better understand their
changing attitudes, opinions, interests, leisure
and consumption habits
Background

3. Objective
Understand the Youth leisure and entertainment space
Out of home/in home Key motivators/drivers
Key decision making
variables
Brand choice HangoutsPromotions/offers
Gadgets and Games Work and Play Lingo

4. Target
 18-22 year olds Trendsetters
 Male/Female
 College-goers and First jobbers
 Jakarta
Methodology
 Ethnography study- Following a buddy group (5 best friends) for 4
days
 An online survey of 86 Young Indonesians, in and around Jakarta
Research Design

5. Friends are key to life…extension of family…
 Friends at this age is super important
 Anytime is good time for friends- the
venue is not important, the company
is
 It’s always the unanimous choice that
dictates the night out spot- it’s always
a collective decision
 Not MEchoice but WEchoice

6. A typical week…
Saturday
Night Out
Friday
Chill Out
Sunday
Family Day
Monday
College Day
-Futsal
-Movie at the
mall
-Bar&Resto
-House Chillin
at friends
place
-Gaming
-De-stress with
friends
-Tight budget
-Prefer to talk
and catch up
with friends
-Attending class
-Meeting friends
-Specific hangout
places
-The youth lingo
-Dreams and
aspirations
-The role of a child
-Running errands
-Hanging out with
friends
-Ways to unwind at
home
-Personal grooming
-Social media time

7. Friday Chill Out
‘Nongkrong’
Unlimited

8. Hot Spots
Sevel (7/11)
Rp. 15-30k
Lawson’s
Rp. 15-30k
Coffee Toffee
Rp. 11-30k
Circle K
Rp. 10-30k
Starbucks
Rp. 40-80k
That’s Life Coffee
Rp. 15-40k

9. Experience
Free WiFi is essential in
our hangout..
We have our brand of
choice, but 7/11s brands are
quite nice too! Not to forget
it’s relatively cheap!
Promo works well with us, buy
2 get 1, 20% off for phone
credit if we buy coffee,
discount on beers…
It’s Friday night, time to chill and
forget about work and attending
class for the next day. We would
stay here for 3 hours just to chill!
Others tried to copy Slurpee,
but 7/11 for sure have the
original and the best! It’s what
7/11 famous for…

10. Current promos they like…
• Discounts for Big Bite and Slurpee with
Mandiri and CIMB card
• 20% off for phone credit w/coffee
purchase
• Best Deal For Meal promo
• 1 free beer for 1 pack purchase
• Free coffee with every
sandwich purchased
• Starbucks Treat a Friend
(buy 1 get 2)
• BCA Frappuccino promo
• 50% discounts for Mugs
and Tumblrs
• Discounts for Japanese
snacks over x numbers of
purchase
• Buy 1 get 2 by following
the Twitter account

11. Points to ponder…
‘Nongkrong’ is a RITUAL for the
youngsters.. Rain, traffic or
anything…There’s no stopping
them.
It allows bonding in the simplest
way. No frills, not high-brow, in
the comfort of football jerseys
and slippers.
Conversation topics will get
hotter, and they would forget
about going home.
Friends and consensus rules.
Death of the single leading
voice.
It’s always OUR choice.

12. Saturday Night Out
Futsal
Movie
Bar & Resto
House Chillin

13. Hot Spots
Metro Futsal
Rp. 100-200k/hr
Citos Futsal
Rp. 150-300k/hr
Samba Futsal
Rp. 250-350k/hr
Goals Futsal
Rp. 175-270k/hr
STC Futsal
Rp. 160-285k/hr

14. Wearing jersey of your
favorite team is a must, it’s like
a religion, I’m not kidding..
Futsal at least once a week,
it’s good to release stress, to
have a good laugh, and to
score some goals!
I’m here to cheer for the boys,
and to do a bit of gossip!
After a 2 hour futsal, our
stomach crumbles, so we go
for a snack at Pertok. Good
food and good price..
Pertok is famous for its chicken
satay, the best in town!
Experience

15. Current promos
• 50% discount if book court 2 weeks in
a row
• Free drinks if play more
than 2 hours
• Play two hours get one
free
• Play two hours get one free
• Free complimentary drinks • Play two hours get one
free

16. Rituals
Bring 4 different football jerseys Playing futsal with their favorite
football player at their back
Mimicking famous goal celebration
Talk about the forthcoming football match Late brunch at the usual nearest hawker

17. Movies- Hot Spots

18. Even after a tiring day, I have
to watch it !
We love snacks to come after
a movie, and we want to try
this new place Miji Ojisan,
Cheese Cake for all! Nothing
better than a good treat on
our weekend!
I said it
before, Hotel
Transylvania
is going to be
epic and
funny!
We stayed for about an hour
to talk about the movie, and
just fool around
Watching movie at PIM is
excellent, because we can
spot lotta girls!
Experience

19. Favorite movies of all time

20. Resto-Pub-Bar Hot Spots
De Hooi
Rp. 45-200k
Beer Garden
Rp. 150-300k
Eastern Promise
Rp. 45-200k
SoHo
Rp. 175-270k/hr
Casa
Rp. 150-300k
Alcoholics Bar&Grill
Rp. 50-200k
Domain
Rp. 90-300k
Poste
Rp. 50-200k

21. After a fun and tiring day we
won’t stop now, we round it
off with booze!
From Monday to Sunday
there are great promos, 50%
off, free beer, cheap chicken
wings, and a lot more!
We never forget to do our
pre-drinking ritual!
I always checked in at
4Square and Tweet wherever
I’m in. The free WiFi here is
pretty fast!
Experience (Beer Night)

22. Chilling out at Rashta’s house
after drinking, just kick back
and relax
Game of FIFA is a must
!
The internet is as fast as
Speedy Gonzalez! I’m
downloading the latest
episode of Walking Dead
Experience (House Chillin)

23. Points to ponder…
A core group of friends,
complemented
by different passion
groups-
Futsal, movie buzz, bars,
games.
Segmentation based on
passion groups
is a huge way forward for
marketers while
talking to the youth.

24. “ Me time”- House Chillin
 TV shows and DVDs
 Gaming
 Hobbies
 Online surfing

25. House Chillin
Chilling at friends place
And end up finishing
a movie
Getting lazy in the
evening and finishing 4
seasons of DVD
Rushing back home for
The Voice, they can’t
miss out on it
In a midst of assignment,
they would break the
monotony by chatting
with friends via skype
and Facebook.
Other activity might
include BBM-ing
their crush
Pursuing other passions
While at home, such as
Practicing on their guitar
skills
Staying at home is the
perfect time to download
the new season of
Walking dead

26. Points to ponder…
The content is in my
hand at my
convenience.
The millenial kids
download TV series.
Time-
poor|Multitasker|On
the go existence.

27. House Chillin
News…
and
leisure
reading…

28. House Chillin
Books are more appealing
in a digital format for
the youth
Comic Books on iPad
Newspapers packaged
digitally
E-Magazines

29. Favorite magazines

30. Points to ponder…
Reading is still part of
their life, although
there’s been
a shift …
E-Books are now
more superior and
appealing than
Traditional hard copies,
that’s according to
them…

31. House Chillin
Net rituals

32. House Chillin
Play music on: WMP VLC
RealPlayer QuickTime
iTunes

33. House Chillin
Connect with friends: MSN Skype FB Chat
Yahoo Messenger VIBER

34. House Chillin
Checking E-Mail: Gmail iMail Hotmail
Big file share sites Dropboxes

35. House Chillin
Social Media : Facebook Twitter
Pinterest Instagram
Tumblr
Flipboard

36. House Chillin
Download music/video: Youtube Vimeo
Nubishare Kick Ass Torrent
Mp3 Skull

37. House Chillin
Info on interests: Manga Fox Comic Kid Indowebster
Living Social Kaskus Goal.com

38. Gaming revolves around consoles and laptops:
House Chillin

39. Favorite gadgets
House Chillin
iPhone iTouch Playbook
Samsung Galaxy
Tab

40. House Chillin
Home entertainment
TV Shows Reality TV

41. House Chillin
Home entertainment
Movies Channels

42. House Chillin
Music
Noah
Pink
Incubus
Phoenix
Owl City
Raisa
PSY
Paramore
Skrillex
Far East Movement
Seringai
Radiohead

43. Points to ponder…
Gadgets and Gaming
to youths, are like fairy-
tales to kids…
It allows them the
access to a world
without limit.

44. Sunday Family Day

45. Family Day
I had dinner with my brothers
at the mall, then to drive my
mum to shop for groceries
Every Sunday I always go out
with the big family
My Responsibility
Kick back and relax, while
watching TV
Play with my lovely
kitty!
Spent the whole day at Toys
Fair with my buddies !
My Weekend

46. My Ways To Unwind
Family Day
BBM-ing
Playing PS3
Reading
online comics
Reading online
magazines
Browsing videos
on Youtube
Reading novels
Pinning on
Pinterest
Updating status
on Tweet Deck
Skype-ing with
friends

47. Points to ponder…
To them Sunday is the
day where they
devote themselves to
family.
Sometimes attractive
events with friends will
take priority.

48. College Day
Books…
Girls…
Hangout…
Cigarettes…
Hubs…

49. Traffic always pisses me off! I
woke up late, and now I’m
going to be so late to attend
my class
We usually hang out with all
groups, geeks, jocks, nerds,
sportsman, politic groups, left
wing, right wing, you name it!
Other than spending time at
Kantin Atas I usually hang out
at Kantin Kami. I usually spend
about 10 to 30k max
The design student’s hub is the
perfect place for us to to pose
for a picture
And of course, one of our
motivation to go to class are
the fine girls!
Experience

50. Movie Star
Stand Up
Comedian
Novelist
Chef
Ambitions
visuals
Stage Performer
Rock Star
Bakery Shop
Owner
Event Organizer

51. Adrie Subono
Soeharto SoekarnoSandiaga Uno Emirsyah Satar
David Beckham Lionel MessiPeter Firmansyah
People I look up to…

52. Bisa=Sabi Yalsi=Sial
Nangte=
Tenang
Cabs=Cabut
Selow=Santai
Woles=Selow
Yongkru=Yoi
Sob=Bos
Are we talking to them in their lingo?
Gancit=
Gandaria
City
PIM=
Pondok
Indah Mall
Citos=
Cilandak
Town Sq
CK=
Circle K
Sency=
Senayan
City
Sevel=
Seven Eleven
Cimol=
Cinere
Mall
Flipped words
Buddy calls
Places
Bro
Cuy
Gan
Bray
MamenSis
Fren

53. What do they spend on?

54. Spending Habits
Entertainment Fashion Food and Bev Music
-Bars
-Futsal
-Cinema
-Shopping
-Activities
-DVDs
-Clothes
-Shoes
-Accessories
-Sevel
-Café
-Hawker
-Restaurants
-Gadgets
-Apps
-CDs

55. Spending Habits
Entertainment Food and Bev
Futsal
Rp. 150k/hr
Cinema
Rp. 35-50k
Bars
Rp. 45-100k
Sevel
Rp. 15-30k
Café
Rp. 30-50k
Campus
Rp. 10-30k

56. Brand Religion

57. Brands
To them brands are to be believed in, but depends on what they
can get from them
Sometimes it’s just about the cool quotient

58. Promotion Hot Buttons
MOBILE
- Online Banking
- Info on sales and best deals
- Smartphone apps
- Free phone calls to the same provider from
12AM to 5AM

59. Promotion Hot Buttons
ENTERTAINMENT
- Buy 2 get 1 movie ticket with a specific credit card
- Free drinks for the whole team if booking for 3 hours
for a futsal pitch
- Monday to Sunday daily promo in bar & resto

60. The mindset in a nutshell
 A balanced consumerist- Prudent
Punter?
 Want the badge value but not willing
to pay premium
 Willing to pay premium for anything
that heightens the cool quotient
 Budget airline to a fancy resort

61. Now let’s follow them on
their weekend..http://youtu.be/LKXLiZ6ttJM