The Brief

Target segments: Indonesian Youth ‘newspaper’ right now is twitter. To them, Kompas is their parent’s ‘twitter’. Strategy : Instead of trying to persuade them to read our newspaper, we give them an avenue to interact with Kompas and experience the value. How? We discover that youth actually did “consume” our newspaper. Not by reading it, but by using it as a gift wrapper. We also discover that the gift that is being wrapped by newspaper usually mean anonymous. Not important from whom, but for who. Coming from these insights, we come with a big idea of YOUTH SPREAD.

Creative Execution

Commonly indonesian youngsters never touch newspapers, especially Kompas which they thought is only for their parents. If they would broaden their knowledge, the social media is their source of knowledge.

Describe the creative solution to the brief/objective.

We ride into a perfect momentum. New Year’s celebration combine with major flood season where there are so many Jakartan lose their home and belongings in the flood. On 31st of December 2012, Kompas “donate” 2 pages of their cover paper designed as wrapping paper and ask youth to donate their used belonging and share it to less fortunate using Kompas gift-wrap as the wrapper. We invite youth to join this movement using digital medium, as that is the main medium where youth flocked. And we put dropbox to collect the wrapped gift in several Kompas’s network store.

Results

The result was remarkable. For a campaign that took only two days and costs almost zero, we collected more than 2000 Kompas wrapped gifts. Create more than 2,500 twitter conversations among youth. Invites more than 5000 youth visitor into the website.