How to Deliver the Pemilu 2014 to the Virgin Voters of Indonesia

1. Basic Facts
to Deliver
the Pemilu 2014
to the Indonesian
Virgin Voters
Enhancing The Quality of
Youth Political Participations
Prepared by Ajoull
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

2. THE TARGET MARKET
Understanding The Youth
• What do they need? There many questions we have
• What do they want? to answer understand to
deliver the ‘product’ of Pemilu
• What do they love the most?
(Indonesia’s General Elections)
• What they exactly concern 2014 to be ‘bought’ by the
about? Indonesian youth.
It’s about how to collect their
votes and fulfill them their
needs.
Because Pemilu is not as sexy
as iPhone or Samsung Galaxy...
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

3. THE TARGET MARKET - UNDERSTANDING THE YOUTH
Word of the year 2012:
#Galau
It is described as the 'unstable' condition of
teenagers' emotional condition. The cause may
be varied; from boy/girlfriend, BFF and parents.
Brand/advertiser using this 'galau' buzz recently
to their ad campaigns, but they're only using it
for the content while they're missing the context
& concern of it.
Source: Youthlab Indonesia, Youth Trend 2012 Kaleidoscope
• Galau is a ‘serious’ thing for youth
• Galau is not a joke among the youth
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

4. THE TARGET MARKET - UNDERSTANDING THE YOUTH
40%
of (urban) Youth thinks that the
uncertainty about their future
#Galau
are the main cause of
(= anxiety)
higher than
Relationship and
Political issues.
Source: Youthlab Indonesia,
Youth Trend 2012 Kaleidoscope
• Galau is a ‘serious’ thing for youth
• Galau is not a joke among the youth
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

5. THE TARGET MARKET - UNDERSTANDING THE YOUTH
How
Adults
Envisage
#Galau
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

6. THE TARGET MARKET - UNDERSTANDING THE YOUTH
What make youth happy?
(Aged 14 – 18)
• Relations with
50.10% Others
– Family 31.60%
– Loving and being
loved 9.63%
– Friends 9.20%
• Others 4.91%
• Self fulfillment
• Relation 9.63% – Achievement 28.26%
with God 32.67% – Leisure time 4.06%
– Money 2.60%
An exploratory study using indigenous psychology approach by Ardi Primasari and Kwartarini Wahyu Yuniarti,
Center for Indigenous & Cultural Psychology, Faculty of Psychology, Universitas Gadjah Mada, Yogyakarta, Indonesia.
Source: International Journal of Research Studies in Psychology 2012 June, Volume 1 Number 2, 53-61.
Image from: Asean Youth Friendship Network (http://ayfnhq.org/?p=380)
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

7. THE TARGET MARKET - UNDERSTANDING THE YOUTH
Indonesia’s
Muslim Youth
The future of the country – any country –
will be shaped by its youth. Youngsters set
trends and change societies.
In Indonesia, a country with Muslim
majorities – 88% of the population, young
generations are huge: more than half of • How does Indonesia’s
the population is less than 30 years old,
about one third is younger than 14. Muslim Youth feel about
• The following data collection for this survey was carried out from November their respective country,
18th until 26th, 2010 by Lembaga Survei Indonesia and presented in a
publication namely “Values, Dreams, Ideals – Muslim Youth in Southeast
Asia – Surveys in Indonesia and Malaysia” by Goethe Institute .
their family, their society?
– 1.496 Indonesian citizens aged between 15 and 25 years were
questioned.
– Do youngsters care about politics?
– 58% of respondents were 15 – 19 years old. – What are their needs, their
– 52.1 % of the questioned youths attended a religious school.
– 49.9% males, 50.1% females. problems?
43.4% urban, 56.6% urban
–
– 88.8% have parents still alive, 88.4% of them live with theirs and are
– Who do they turn to?
not divorced.
• The sample was selected randomly. The respondents are proportionally
– Are they happy? Optimistic?
distributed over Indonesia’s 33 provinces, in accordance with the official
Indonesian 2010 population census.
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

8. THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHS
How do muslim The survey showed that the higher the respondent’s income, the lower is
their trust in the government or their interest in politics. The more affluent
among the muslim working youths have a lower trust in government than
youths view the the less wealthy.
The more affluent are also more critical of the nation’s economic state, law
current national
enforcement at the national level, national security, or the government’s
track record.
Lower income respondents believe more strongly that the country is
governance? moving in the right direction. They find the political situation and national
security satisfactory. They are also satisfied with the government’s
performance and the state of the country’s economy.
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

9. THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHS
Politics bore The survey shows that the higher educated Muslim youth respondents
are clearly not interested in politics. The research shows that 3.3% of
Muslim the Muslim university students do not see politics as important.
Only 1.4% are interested in politics, while over 48.5% think that interest
in the field should not be imposed on others. Of the 53.3% respondents
Youths? who dismiss politics as boring, many are from this group.
2.5 3.9
<= Elementary 5.8
43.3 44.5
School
1.6 2.7
Junior High School 44.8 46.2 4.7
4.1 1.5
Senior High School 45.9 47.1 1.4
2.2 3.2
College/University 52.3 42.2 0.0
Agree Strongly
Strongly agree Disagree Don’t know / No answer
disagree
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

10. Young people in Indonesia are not
particularly interested in politics.
5.5% Only 23% of Indonesian
youth (15 – 25) admit to
some interest in politics,
and 27% of them state
29.1% that they participate in
23.2%
regional elections. Image from: ceeklog.com
• Although there is not so much general interest in politics, young
people in Indonesia are aware of the importance of politics and
democracy.
• Most of them state that the people should have the power to
42.2% change a government that is not to their liking and that opposition
parties are essential to a good democracy.
• They state that good leadership has nothing to do with gender
issues, as good women leaders fully deserve support.
Not interested at all • More women are highly aware of the need to exercise their right to
vote, though they have less knowledge about politics and
Somewhat interested democracy.
• Awareness of the importance of politics and democracy is highest
Interested among older and well-educated respondents.
Very interested
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

11. Bowing Headed Generation
76% Urban Youth Likely To Update
Status On Social Media
Source: Indonesian Youth Survey 2012, 10 cities, 2150 respondents, by MarkPlus Insight
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

12. Almost 20% of 15‐year old
Indonesian students had a 8% of them had Internet
computer at home access at home
From an accompanying survey to an 2009 achievement study conducted by the Organization for Economic Cooperation and Development (OECD)
Programme for International Student Assessment. Data extracted by authors from OECD PISA 2009 dataset, <http://pisa2009.acer.edu.au/interactive.php>,
(Accessed 22 December 2011)
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

13. Indonesian Mobile Consumers are Getting Younger
15 – 19 year olds and more recently year old driving growth
Data published on February 23, 2011 (http://blog.nielsen.com/nielsenwire/global/mobile-phone-penetration-in-indonesia-triples-in-five-years/)
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

14. Indonesian Mobile Consumers
Indonesia’s overall score
flagged due to lack of Country Indonesia
consumer readiness and
mobile commerce clusters. Population 240 million
The country’s population
are not familiar with mobile Total number of mobile subscriptions/subscribers 220 million
payments, and score low on
willingness and frequency Percentage of mobile penetration 92%
of use.
The upside is that their Percentage of smartphones v/s featurephones 20%
willingness to use mobile
payments score higher than Average ARPU IDR 23,238
familiarity, meaning with
enough marketing and Total number of Internet users 55 million
consumer education,
Indonesians could be Percentage of Internet penetration 23%
adopting the technology in
large numbers. Number / percentage of mobile Internet users 29%
Source: Mobile Southeast Asia Report (June) 2012, MobileMonday chapter founders;
market research reports cited by Charles Moreira.
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

15. Indonesia Mobile “Up to 80 percent of the Indonesian population is younger
than 40 years old. 35 percent of them use social media. If
you look at the way people interact and travel in Indonesia,
Infographic mobile phones play a key part,”
according to Commonwealth Bank Indonesia’s director Ian
Phillip Whitehead (Jakarta Post: http://bit.ly/MqHx66).
Source: Mobile Southeast Asia Report (June) 2012
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

16. Indonesia’s For many consumers in Indonesia, digital media
is ingrained in their everyday lives, and internet
Internet usage is even surpassing time spent on
Adoption traditional media such as television or print.
• Incident of Using Internet (vs Traditional Media)
– Past 12 monts: 21%
– Past 4 weeks: 19
• Incident of internet use in past 4 weeks split by
key demographic segments:
– By Gender: Male: 23%, Female 16%
– By Ages:
• 15 – 19 years: 55%
• 20 – 29 years: 26%
• 30 – 39 years: 14%
• 40 – 49 years: 5%
• 50+ years: 1%
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

17. MARKETING STRATEGY
General Flow of Activation
Channels
The Product
Marketing
Program:
• Captivate Communication
& Activation
• Engage
• Empower
Sales: Youth Participations
Target Market
Action
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

18. Youth Skepticism
Rooting the Causes
Youths’ Anxieties
Powerless to Make Changes
Skepticism of Democracy &
Politics
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

19. MARKETING STRATEGY
Educational Steps
Show how the “Ciyus? Miapa?
system works:
Nggak gw banget!
“Your participation, #Males! #Ribet !
matters! ” I don’t believe it anyway. You have no
proof of it… since Cumpah Pemuda”
Illuminate the fact: “Even though I know that politics is
“Every single aspect of important, I have no power to influence
your life is influenced it. I am nobody.”
by politics”
Skepticism “Should I participate in? Really?”
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

20. Because…
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

21. The Multiplier of Youth Voices
The Umbrella Strategy
The Youths The Watchers
The System
Politicians &
Stakeholders
Activate
Shout to Others
Share Each Other Participation
Listen & Gather
• Aware to my • A cool place for • You should see • It is time to
anxiety people like me from our sights make changes
• Benefits me • Benefits me • Now we know • Benefits me
• A Cool Place • I should ask my how the system
friends to join & runs and we
support will watch it
• Now I and my • Benefits me
friends know
the real game
Captivate Engage Educate & Accomodate Activate
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

22. The Pursuit
of Happiness
Everyone wants to be
happy… including the
youth.
Who doesn’t?
This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia