Background

Situation: Internet penetration through mobile apps has shown rapidly increasing numbers time to time in Indonesia. More and more millennials are gradually leaving their local language and prefer to speak in English and Bahasa as the mostly used languages on internet and digital world. One of local language endangered to be extinct is Javanese Language. Sarimi as one of biggest local noodle food brand, concern about this situation. Brief : Create a social media event or activity to preserve Javanese language from extinction. Objective : Millennials are willing to know, learn and speak more Javanese so that Javanese language can be preserved and show its presence on internet or digital.

Describe the strategy

Data collecting was conducted in JOOX as the primary source and the official platform for this activity while other platform such as Instagram, Facebook and Youtube became the secondary source that amplifies the activity. Targeted participants were young adult millennials from 18 yo up to 30 yo who live in urban and suburban area. It was not limited only to those who speak Javanese, but all participants who know Didi Kempot, a famous Javanase song writer and singer. Since the activity was about singing or Karaoke, then collaborating with music streaming provider like JOOX is a must. The approach of using music is to make the audience learning Javanese as one of Indonesia’s local languages through singing and preserve it from extinction at the end.

Describe the execution

The activity format was a karaoke contest conducted in JOOX platform, a music streaming provider. Didi Kempot’s several songs were curated to become the songs that participants had to sing while Didi Kempot himself was acted as the host and endorser. The karaoke contest period was 2 weeks, but prior to the contest, pre campaign activities were launched in social media such as Instagram, Facebook, Youtube to invite participants. Participants were not only coming from Javanese speaking area in Java Island, but it is also came from other areas and even from other countries where Javanese speaking community are established.

List the results

The result of this social media activity was beyond expectation with 59,825,946 impressions, 4,151,336 engagements and more than 77,000 participants. Since this social media activity was initiated to correspond with brand social responsibility, then data on its impact to sales was not available. However, it became Sarimi’s long term business investment for brand equity to become a lovable, trusted brand. Moreover, it has cultural impacts on target audience, especially millennials, to start knowing and learning Javanese.

Please tell us about the cultural insight that inspired the work

Broken hearted song has been popular since old times and has become a pop culture everywhere. Even more it was finally adopted by local culture, especially Java Island area. Nembang (singing in Javanese) has become Javanese customs. Mostly the lyrics tells about slice of life, including broken hearted or “Ambyar” story. Ambyar is a famous terminology among Indonesian millennials after Didi Kempot’s broken hearted song becomes popular. That’s why singing to tell broken hearted stories is the right approach that’s closed to local culture. Combined with the right endorser/influencer Didi Kempot, whose Javanese song lyrics mostly tell about broken hearted feeling. It’s also the reason why he is entitled to become broken heart icon by millennials audience.