AJUA

TitleAJUA
BrandPT MATTEL TRADING INDONESIA
Product / ServiceTOYS
CategoryD01. Social Video
EntrantKATHA Jakarta, INDONESIA
Idea Creation KATHA Jakarta, INDONESIA
Production KATHA Jakarta, INDONESIA

Credits

Name Company Position
Patricia Wiroreno Katha Co-Founder/Creative Director
Max Roza Katha Creative Group Head
Akbar Budi Santoso Katha Art Director
Suzana Liem Katha Co-Founder/Business Director
Dian Armandita Katha Account Manager

The Campaign

Giving to others is an important part of Ramadan, the form of charity is called sadaqah al-fitr. In keeping with this spirit, we decided not to use the campaign budget for mega production but used them to support real cause by real children in a campaign called Mattel Senangnya Berbagi (Mattel The Joy of Giving) We set out to search kind hearted children in Indonesia who are doing real good deeds and support their causes by donating money and providing a platform to showcase their causes to inspire people to support their causes or be inspired to replicate the social acts and create a movement of kindness among children.

Creative Execution

The videos were boosted in Mattel's social media channels. The complete series are available at mattelsenangnyaberbagi.com, a microsite built especially to provide a platform for these stories. The social media campaign started at the starting month of Ramadan and continued for a little over a month. However microsite stays. We will continue to search for more children and feature more videos on the microsite. It serves as a hub where people can get information on social acts initiated by children. People can connect with the children themselves to extend their support in the form of donation or other form of participation. Or even better, they will be inspired to start social acts of their own.

The videos gained close to 3 million views across Facebook, Instagram and YouTube and 2 million shares in less than 4 weeks after the campaign first break in June.

We worked with a team of freelance journalists to search for the children. The team of journalists scoured social media and connected with communities to identify several children who are engaging in real social acts and making impact within their own communities. We selected three children and produced feature videos that are 1-minute long each, showcasing their causes and encourage people to support their causes to help them create even bigger impacts. The videos are targeted to mothers as the main care giver in Indonesian families to inspire them to teach their children the value of sharing and kindness.

Links

Website URL   |   Social Media URL   |   Video URL