Title | IT'S OFFICIAL! |
Brand | TRAVELOKA |
Product / Service | OFFICIAL BUS TICKET GUARANTEE |
Category | E03. Single Market Campaign |
Entrant | TRAVELOKA Jakarta, INDONESIA |
Idea Creation | TRAVELOKA Jakarta, INDONESIA |
Production | PICTURE FACTORY JAKARTA, INDONESIA |
Name | Company | Position |
---|---|---|
Ginna Finalis | Traveloka | Brand Creative Design Lead |
Aidil Akbar Latief | Traveloka | Brand Creative Director |
Regina Regina | Traveloka | Visual Communication Designer |
Rasus Subarkah | Traveloka | Content Marketing Manager |
Christy Christy | Traveloka | Visual Communication Designer |
The film opens in melodramatic tone where we see a bride asks for his father's blessing before she takes the leave to her husband's hometown. Her father gives his blessing and "officiates" the newlyweds' journey because all their traveling needs are all "official". We see the couple at the end of the film, saying that they will make their marriage "official" (in other words, consummate the marriage) before they close the bus curtain with a smile.
In Javanese culture, it takes the blessing of the father's bride to officiate a marriage before a couple could embark on their journey together. We build the idea around the parallel of Traveloka and the Javanese father: a dependable, resourceful figure who makes a journey "official". The wardrobe you see on the film was authentic Javanese marriage wardrobe. To make the message even more relatable, we swapped supers into vernacular automotive stickers found on liveries of trucks and buses across Java and Sumatra.
Driven by the use of social media and chat applications, rural Indonesians adopted mobile internet rapidly, opening new market opportunities for e-commerce brands to expand into. However, e-commerce penetration is still low due to the cash-dependant rural population's suspicion of online transaction. They believed that official tickets can only be purchased directly via offline bus agents. Our company, an established, user-centric Southeast Asian online travel agent, believes that the rural Indonesians also deserve the convenience and economic value of online bus booking. What we found out was that TV commercials aimed at this market mostly took the direct, hard-sell approach slapped with in-your-face supers explaining the rational benefits of the products advertised. We realized that we need to rise above the noise and designed something that they would love: an over-the-top short soap opera that wlll both entertain and educate them of our new product.