The Campaign

Inspiration for this creative idea comes from Viu’s focus on global expertise and local talent. After the 2017 success of the Viu Female Festival, we decided to go bigger and grander. in 2018 we took the VPF on the road to more than 5 cities and added a panel of new mentors. Storytelling is how we make connections and Indonesia has a rich history with traditional fables and folklores. Today, modern storytelling through entertainment media such as TV and Internet are becoming more popular than ever. True to its commitment to bring the Best Asian Content to viewers, Viu has produced numerous Asian Originals to add to the library of licensed fresh TV shows and movies from content partners. A source for these Originals, The Viu Pitching Forum, has contributed significant growth to the Indonesian film industry and creative industry and this will continue to contribute to national economic growth.

Results

Achievement of results against our KPIs: Viu Pitching Forum campaign contributed to 41% of the Yearly Viu PR Coverage. Effect of PR activities on brand awareness: Viu is recognized as an OTT platform that is strongly committed in supporting the development and improvement of the Indonesian Film Industry. Measurable impact of the PR effort on client's objectives: This PR activity has assisted Viu in increasing installs by 21%.

Execution

On 15 March, 2018, VPF’s launch was communicated to media. This was followed by a 9-day roadshow to five Indonesian cities, with local and national media coverage on the following: Meetings and discussions with local film students and communities Informing them of the positive impacts of the Viu Pitching Forum on the film industry Inspiring amateur talent to submit their works Creating buzz and excitement On 17 April, we announced to media regarding 10 finalists from Medan, Yogyakarta, Jakarta, Bandung and Surabaya, who were selected and gathered in an incubation program (23 – 27 April, 2018). On 27 April, finalists pitched their ideas to panel of judges. Selected media were invited to attend the sessions on 28-29 April. One week later, we began to announce VPF winners (first “Halustik”, then “Knock-Out Girl”), followed by the announcement of the production kick off of Halustik, on Aug 6, 2018.

Media Output: We succesfully gathered 297 supportive and possitive media hits, with mentions of the Viu Pitching Forum and Viu Target Audience Outcome Participation: 218 entries from all over Indonesia. This amount is considerably high, as one of entry requirements was to submit a 1-minute video to describe each project. Makes Indonesian content king in its own country Brings Indonesian films and talent to the world Contributes significantly to growth in Indonesian film and creative industry,  which in turn significantly contributes to national economic growth Business Outcome Measurable Result: 2 winning submitted stories, now in production. Media Value: Through press conferences, selected media placement, partnerships with national and local media, and a roadshow to communities in 5 major cities, we gained a total media Impression of 124,837,792 with details as follow: Paid: 33%, Barter/Partnership: 11% and Owned: 56%.

The Situation

Viu is a leading OTT Video service providing the best of Asian entertainment. Announced this March, the Viu Pitching Forum (VPF) is an annual commissioning event dedicated to facilitating and developing projects pitched by talented Indonesian filmmakers to experts from the industry. This is Viu’s contribution to the Indonesian film industry through mentorship and providing opportunities for Indonesian talent to showcase their films on a global “stage”. In 2018, the VPF generated hundreds of enthusiastic responses from all over Indonesia, illustrating the power of a great PR concept to create excitement around Viu for both talent and Viuers alike.

The Strategy

Our target: Passionate Indonesian amateur and professional filmmakers Male and female, 21-38 years old Active holders of monthly Viu Premium account Members of Viuers Community Approach to target: MAGIC MA = Meet & Make a connection with Indonesian film communities across the country G = Give knowledge and information pertaining to VPF that are beneficial to target I = Inspire Indonesian film communities to participate in entering VPF by communicating its innovative benefits C = Celebrate the submission, by becoming Finalists that get to experience a workshop program and Winners whose projects will be produced and broadcasted globally Target Media: Film/Movie (30%) Entertainment & Lifestyle (30%) Youth (30%) General (10%) PR Planning: To involve the media throughout the process, covering from kick-off press conference, 5-city roadshow, finalist announcement, workshop and winner announcement. PR Approach: Involve media as partners to the Viu Pitching forum, both editorially and for advertising.