Background

- Situation  Indonesia’s election this year is highly convoluted with identity politics of races and religions, creating an intolerant environment that will last for far after the election day itself. This situation made people base their votes on something superficial and not for the promised programs they believe will make Indonesia better, which is how elections are supposed to be done . - Brief  Opini.id wants to establish itself as Indonesia’s most opinionated independent media company by riding on this election fever and the separation rhetorics that follow - Objectives To create an election campaign that is neutral, enlightening, and most importantly, uniting.

Describe the creative idea

We found that most separation during election period comes from one thing, we’ve all been trained to vote for the person, not the program. Especially in Indonesia, our politics are still quite behind the times, all we talk about are one’s religions, family, looks, etc, Indonesia’s politics are still very much identity politics. So what happen if we “force” people to vote for the program instead?

Describe the strategy

- Data Gathering We gathered some subjects through their twitter and facebook feeds, finding people who are considered as hardcore supporters from both sides. We also try to find people from different demographics, in this case it was college students, white collars, and housewives. - Target audience (consumer demographic/individuals/ organisations)  Younger voters, (18-30 years old) - Relevance to platform  We chose YouTube videos because it has proven to be the most effective channel to reach youngsters, and in this election, more than half of our voters are young. - Approach We’ll be making a shareable video that will introduce to our young audience the smarter way of voting, that is to vote the program, not the person, that way we can mitigate almost all heated discussions caused by identity politics and at the same time creating a better voting culture for the future.

Describe the execution

Based on their social media feeds, we found and called 6 hardcore supporters from both presidential candidates’ sides and pair them based on demographics. We first interviewed them on why they believed in their chosen candidate, expectedly, all of their convictions are based on surface qualities, not the programs they’ll bring to this country when they win. After that we took them to a mock election, but instead of choosing the person, we redesigned the voting cards so that they will choose the programs. After the mock election, we interviewed them again to get their views, during this time, all of them realized that we all need to vote smarter by voting the programs, not the person. The campaign was shot 3 weeks before the voting day and aired 2 days before. Placed on the brand’s YouTube channel and promoted through other social media nationwide.

List the results

- Reach  36k views on instagram, 8.5k views on youtube, 5k visit on website - Engagement  441 comments on instagram, 100 comments on youtube, 75% more than the brand’s average post - Sales  As stated above on reach and engagement - Achievement against business targets Opini.id said this is their most talked about single-post campaign ever.