|Product / Service||KOMPAS|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||HAKUHODO INDONESIA Jakarta, INDONESIA|
|Entrant Company||HAKUHODO INDONESIA Jakarta, INDONESIA|
|Advertising Agency||HAKUHODO INDONESIA Jakarta, INDONESIA|
|Aleima Soeparto||Hakuhodo Indonesia||Strategic Planning Manager|
|Farhana E. Devi Attamimi||Hakuhodo Indonesia||Strategic Planning Director|
|Dara Yahya||Hakuhodo Indonesia||Account Executive|
|Zabrina Rossi||Hakuhodo Indonesia||Account Manager|
|R.e Budi Astuti||Hakuhodo Indonesia||Account Director|
|Debby Sinthia||Hakuhodo Indonesia||Media Planner|
|Lukman Fahmi||Hakuhodo Indonesia||Media Planner|
|Alrianto Waluyo||Hakuhodo Indonesia||Head Of Media|
|Evan Poton||Hakuhodo Indonesia||Graphic Designer/Illustrator|
|Edi Nurcahyo||Hakuhodo Indonesia||Copywriter|
|Fahmi Rahmadiputera||Hakuhodo Indonesia||Art Director|
|Lucy Novita||Hakuhodo Indonesia||Creative Director|
|Chokyan||Hakuhodo Indonesia||Executive Creative Director|
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.
We ride into a perfect momentum. New Year’s celebration combine with major flood season where there are so many Jakarta people lose their home and belongings in the flood. Kompas give this young people an avenue to share, a reason and a trigger to act. Big Idea: YOUTH SPREAD On 31st of December 2012, Kompas “donate” 2 pages of their cover paper designed as wrapping paper. They printed out a beautiful gift wrap pattern. And ask youth to donate their used belonging and share it to their little less fortunate ‘brothers and sisters’ using Kompas gift wrap as the wrapper. To invite youth to join this movement, we use – of course – digital medium, as that is the main medium where youth flocked. And we put dropbox – a box to collect the wrapped gift - in several Kompas’s network store.
Target segments: Indonesian Youth Their ‘newspaper’ right now is twitter. To them, Kompas is their parent’s ‘twitter’. They are craving for content and story to be shared. Strategy : Instead of trying to persuade them to read our newspaper, we give them an avenue to interact with the brand and experience the value of Kompas. How? We discover that youth actually did “consume” our newspaper. Not by reading it, but by using the paper as a wrapper. A gift wrapper. We also discover that the gift that is being wrapped by newspaper usually mean anonymous. Not important from whom, but more important for who. So coming from these insights, we come with a big idea of YOUTH SPREAD.