Working with my partner, Bili, we create a campaign called "Jalur Kopi" to answer the brief on how to raise public awareness and shifting preference towards local coffee/coffee shop. This deck bring us to the final round of Young Lions Indonesia 2017.

1. Young Lions 2017
Brian Fitriadi Jayendar & Yoga Pradipta Ramadhan
Fortune Indonesia

2. Specialty Association Coffee of America
(SCAA) announced Indonesia as the home of
finest coffee and our country is among the top
5 nation with largest coffee production

3. Ironically, Indonesia domestic coffee trade is
overpowered by international player. Plus,
Indonesian still prefers to drink coffee from
international brand.
So, how to drive them to indulge their own
country’s finest coffee in their local coffee shop?

4. What about monopolizing our own coffee market?
Long time ago, China ruled the world with silk road
(Jalur Sutra). Nusantara also did the same in spice
trade (Jalur Rempah).
How about now? With our excellent quality and large
quantity of coffee beans, ruling domestic coffee
distribution should be very possible.
Hence, we need to claim our COFFEE ROAD!

5. There is a ton of coffee shop in town, each are unique with their own
culture and story waiting to be told.
Just like silk road which connected cultures and places in the past, coffee
road will be established to connect the dots (coffee shops). We will use
platform that already dominating the digital landscape… THE GOOGLE.
The idea
Jalur Kopi
(A Coffee Odyssey on Coffee Road)

6. First, We will
create various
Jalur Kopi‘s
route/region on
Google Map.

7. Then we will
diffuse Jalur
Kopi‘s route
to direct audience
to local coffee
shop
https://goo.gl/maps/vKeseVFoxjE2 https://goo.gl/maps/vKeseVFoxjE2 https://goo.gl/maps/vKeseVFoxjE2

8. Audience can save the route in
their Google Map and start
exploring each region
When we’re arrived, Google
Map automatically tell us to
take a picture.
So, audience need to do that as
a prove that they have visited
the place and also to enrich the
coffee shop google images

9. Audience will get Jalur
Kopi’s badge when they
finished the region’s trail.
This badge can be use to
get 10% discount in the
coffee shop along the trail.
But first, they need to send
proof via e-mail.

10. Step 1
Audience find the Google
Map Link from various
source
Step 2
Audience save the trail and
start exploring Jalur Kopi
Step 3
Audience take a
photograph of the coffee
shop to as proof
Step 4
After visited all the list and
send e-mail, audience will
received badge that can be
use to get discount
The Journey

11. Desired Result
Indonesian coffee could dominate domestic
coffee trade. Audience will help it by creating
market preference towards Indonesian
coffee from the very local area and last but
not least, propelling the economy of local
coffee industry.