The Campaign

Indosat IM3 is a telecommunication provider brand, specialized in modern youth needs. Since early 2013, they collaborated with JKT48 (AKB48’s sister idol group from Indonesia) in order to grab JKT48’s massive, loyal, and fanatic teen fans. But, how to integrate it with Indosat IM3’s latest promo program, SMS Suka-suka (SMS As You Like)? After the promo have been stimulated by TVC, we created more comprehensive and engaging story in social media. It’s a “tokosatsu-style” story, about a monster called “Waru-Waru” who tried to destroy JKT48’s upcoming concert. Of course, their loyal fans will be angry and disappointed if the concert’s really going to be canceled. So, we asked them to join as the crew while the JKT48 members fight the monster. We asked them to rebuild the concert -in digital media- using Indosat IM3’s SMS Suka-suka promo. Basically, it’s the first user-generated concert ever made!

Success of the Campaign

In less than a month and nearly without digital placement, the campaign successfully achieved more than 5000 virtual crews. The level of engagements were high, 40.560 SMS has been sent, 9.432 tweets has been shared, and all the secret codes has been unlocked within minutes from its release time. Last but not least, because of the uniqueness and successfulness of the campaign, MURI (Indonesian World Record Museum) awarded us with certificate for “Digital Concert with The Biggest Number of Crew”.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First, we spreaded 3 teaser comics in social media about a monster destroying JKT48’s concert. Then the campaign began! We asked fans to use Indosat IM3’s SMS Suka-suka promo to join the campaign. They must send SMS as much as they can to earn point. Then, the point can be redeemed into concert equipments, such as lights, mics, etc. The more SMS they can send, the faster the concert can be rebuilt! We also provided other ways to earn point such as: Radio, Print Ad, Social Media, & Indosat’s Digital Assets. Of course, we added some exclusive gimmicks for the fans who had joined. We gave them “You-Can’t-Get-Anywhere-Else Member’s Badge” for lucky participants & JKT48’s short manga. Finally, to close the campaign, we really held the special concert only for 200 most contributed participants! We called it “Demi Konser JKT48” (“For The Sake of JKT48 Concert”).