Why is this work relevant for Integrated?

Since our target market are millennials and their existence covers online and offline platforms, it would be the best choice for us to use integrated media. In online platforms, we use newsletters, social media and micro influencers. Meanwhile in offline platforms, we use street-food-ambush for the media and giant LED screens near to malls and office towers, which is the best place relevant with our target market, the millennials.

Background

Situation & Brief Based on LIPI's (Indonesian Institute of Science) data on December 2018, more than 30% millenial voters are abstain. (There are 80 million millenial voters or 35% - 40% of the total voter estimated at 185,732,093.) Opini as the fourth democracy pillar took a stand. It acted not only as a medium but also as a initation. Initation to encourage Millennials and young voters to share their opinion. Instead of running "anti abstain campaign", which is too mainstream, we'd rather asked them to answer "why do they want to vote?" which eventually lead to positive motivations. We picked their best opinion and then broadcast/publish them thru several giant LED screens in the heart of Jakarta in order to get wider audience. Objective Encourage abstainers and first time voters to have a concern about politics and give their voice on why they should participate in presidential election.

Describe the creative idea

Under the spirit of democracy, whose concept mentions that everyone have a right to be heard, Opini.id were encouraging Indonesian citizens to share their opinions through our platform (microsite) and social media. Instead of creating a space that inspire people to be abstainers, we asked a positive question to them: ”What makes you want to vote?" and then we do several ambush marketing to build an awareness, that if they don't choose their legislative leaders by votes, it may impact to street food price, things that relevant to our audience. Our participants' best opinions were then broadcasted through giant LED screens across Jakarta in order to spread the messages.

Describe the strategy

Demographic: 1. Male-Female 2. Millennials & first voter, 17 - 35 years old 3. Audience across Indonesia Integration: 1. Social media awareness and engagement 2. Ambush the media with street food stalls, educate our audience through paper bag to scan barcode, they will get all the information why not vote will impact their favorite street food price. 3. User login to microsite (https://opini.id/gedein) 4. User submit their opinion to #GedeinOpini shoutbox 5. Best Opinion published to giant LED screen in 4 different spots in Jakarta Approach: Asked several young people to share their opinion on why they want to vote and turn their opinion as our campaign banner. It gave a 'standing out' look inside our website that will lead to campaign articles aimed at asking the other youth to join in sharing their opinion inside our platform. We also made series of videos and articles as a support

Describe the execution

Opini uses 360 Media campaign. Digital platform (website, microsite, social media, newsletter) OOH, LED Billboard, and offline activation. February 18, 2019 Ambush media and PR Stunt “Cabe Ngehek” -> Guerilla Campaign/offline activation through street food stalls, educate our audience on "why not voting will impact their favorite street food price" by asking them to scan the barcode on the paper bags in order to get all the information. March, 2019 Community interaction and social media engagement April 11 - 12, 2019 Gedein Opini teaser banner. Social media, website, newsletter (articles & videos creation) April 13-17, 2019 Gedein Opini Campaign. Microsite submissions and the best opinion will be shown in 4 different spots thru giant LED in the heart of Jakarta April 17, 2019 : Election Day

List the results

Digital participation : 1500 submissions Impression : 5 Mio Reach : 175,411 Earned Media Values : 20 Mio Opini User : Increased by 20% Opini Direct Traffic : Increased by 2% Engagement : 11,990 User participation : -+1500 Engagement rate (engagement/reach) : 6% (increased by 3% from weekly engagement) Number of interaction : 11.4K Impact: Abstainer's rate were 11,18% better than the last election. Thus, Opini.id became a part of Indonesia democracy history.