Why is this work relevant for Brand Experience & Activation?

Netflix’s Korean sci-fi movie Space Sweepers had a stellar cast, easy storyline and amazing action sequences. We got Indonesians excited about the film by getting them to come together to design Indonesia’s very own Sweeper Ship! The whole initiative was driven on social and digital platforms. We leveraged Instagram stories to get fans to vote on their preferred design elements. We even selected our Indo crew on social and when the ship finally launched, we did it via an Instagram AR filter that allowed fans to explore the ship in all its AR glory.

Background

Indonesians are huge fans of Korean films, shows and music. They eat at Korean restaurants, wear Korean fashion, design their homes like a Korean would. So when it came to the launch of Netflix’s Korean sci-fi blockbuster Space Sweepers, we knew K fans would eagerly watch it. But how would we get the rest of us interested? We needed to find a hook to get non K fans interested in a movie they had no interest in seeing? We found a solution by tapping into #indopride- the pride one feels to showcase Indonesia to the world.

Describe the creative idea (20% of vote)

Indo Sweeper Ship Bringing Indonesians together to design their own space ship. The film featured ships with crews from different countries, but not Indonesia. So we got Indonesians to come together to design their very own Indo Sweeper Ship! Using Instagram story polls, we got everyone involved by getting them to vote for their favourite design elements. We then designed a unique Indo ship based on their input. We then collaborated with famous 3-D designer Izzy to put together the unique Indo ship. The ship launched on the front page of Indonesia’s national newspaper, Kompas and contributed to a city-wide shortage of newspapers that day. The biggest surprise? The ship could literally take off via an Instagram AR filter. Simple by scanning the QR code on the ad, it activated the filter and you could explore the ship in all its AR glory.

Describe the strategy (20% of vote)

Indonesians are huge fans of Korean films, shows and music. So we knew K fans would eagerly watch it. However, our primary audience was non K fans. We needed to find a way to connect with them. As a growing economic powerhouse, Indonesians are constantly finding ways to show their country to the world. #IndoPride is a real thing. While the film didn’t feature an actual Indonesian sweeper ship, our campaign gave Indonesians a way to show their national pride by creating an Indo Sweeper ship the world could see! Our strategy to drive maximum buzz was two fold- We used social to make it easy to get involved in the design process. We needed to make it feel like it was their ship. Not ours. We then launched it using a traditional medium; the humble newspaper ad and gave it new life with technology.

Describe the execution (30% of vote)

The film featured ships with crews from different countries, but not Indonesia. So we got Indonesians to come together to design their very own Indo Sweeper Ship! We launched it using Instagram story polls and got everyone involved by getting them to vote for their favourite design elements. Elements like the colour of the ship, the name of it, the local phrases to be painted on it and uniquely Indonesian elements were decided on by everyone. We then collaborated with 3-D designer Izzy to put together the unique Indo ship. The ship launched on the front page of Indonesia’s national newspaper, Kompas and contributed to a city-wide shortage of newspapers that day. The biggest surprise? The ship could literally take off via an Instagram AR filter. Simple by scanning the QR code on the ad, it activated the filter and you could explore the ship in all its AR glory.

List the results (30% of vote)

The campaign generated over 950,000 impressions. Close to 400,000 votes we made during the design process. Beyond the numbers, the large number of positive conversations about the campaign were encouraging for the brand. Kompas newspaper practically sold out on the day. Many young fans wondered where they could get newspapers…