Djarum Hikmah Puasa.pdf
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<strong>Hikmah</strong><br />
<strong>Puasa</strong><br />
2014<br />
Digital Campaign Ideas<br />
XM Gravity 2014 Credential XM-JWT 2014 | ©2014 | ©2014 XM Gravity. XM-JWT. All All contents & materials & on on this this presentation belongs to to XM XM-JWT Gravity and its respectful partners.
The Brief<br />
Optimize the <strong>Hikmah</strong> <strong>Puasa</strong> 2014 Campaign and<br />
make it engaging and create participant in digital.<br />
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Objectives<br />
1. Creativity of the campaign needs to be viral in social media<br />
2. Reflect the big idea “Berbesar Hati” in the <strong>Hikmah</strong> <strong>Puasa</strong><br />
TVC 2014<br />
3. Strengthen the image of <strong>Djarum</strong> Corporate as the Good<br />
Corporate Citizen<br />
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Task<br />
By involving people in the true meaning of<br />
‘Berbesar Hati’ that is meaningful, participative<br />
and worth sharing through digital touch points<br />
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In order to be “Berbesar Hati”,<br />
we need to see the other side of life.<br />
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Introducing...
The Bright Side<br />
It’s a nation-wide social movement to encourage people to start seeing<br />
their life from a brighter side and inspire them to share that positive<br />
feeling of ‘Berbesar Hati’ to others.
Campaign Stages
1.Bring the topic into consciousness :<br />
tap into negative conversation and lead it to positivity<br />
2.Make it personal :<br />
make each individual find the positive side of their own life<br />
3. Make it Real :<br />
bring it on-ground, and get people to see their brighter side in their life<br />
4. Celebrate :<br />
show the significance of the movement by counting the blessings.
1. Bring the topic into<br />
consciousness :<br />
Tap into negative conversation and lead it to positivity
1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Tweet Examples :<br />
By utilizing KOL, we will ambush these<br />
tweets and create conversations about<br />
#BerbesarKeluh.<br />
These for showing people how often<br />
negative thoughts are produced by<br />
many of us just in 2 days.<br />
@tweesca<br />
Banyak ya tuips, cerita2 derita di twitter. Kayanya<br />
penting nih bikin hestek #BerbesarKeluh :”)<br />
@amrazing<br />
hmm.. RT: @Ramadami AMIT2 MACETNYA,<br />
ibukotaa! Kapan banget sih jakarta gak<br />
bginiii?? :(<br />
@tweesca<br />
waini #BerbesarKeluh :)) RT: @hyokkido ini udah<br />
kesekian kali install install tuitter. Kalo masih error<br />
jg guwe cemplungin ni iphone >:(<br />
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2. Make It Personal :<br />
Make each individual find the positive side of their own life
1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
We’re using several media channels to spread this message.<br />
a. Video Invitation<br />
b. Digital Banner<br />
c. Social Media (Twitter/Facebook)<br />
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a.Video Invitation
.Digital Banner
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c .Social Media
1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
- Transform #BerbesarKeluh to #BerbesarHati<br />
- Inspiring ‘Kebesaran Hati’ into concrete act<br />
- Activate the movement<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Tweet Examples :<br />
@tweesca<br />
terenyuh nonton video dari muka muka sendiri gini<br />
padahal www.hikmahpuasa.com #BerbesarKeluh<br />
jadi #BerbesarHati deh :-/<br />
@amrazing<br />
www.hikmahpuasa.com www.hikmahpuasa.com/<br />
@susisusi @toniitu @sapose<br />
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And all of those communication channels will lead to a single hub.<br />
Our <strong>Hikmah</strong><strong>Puasa</strong> microsite.
Microsite<br />
www.hikmahpuasa.com
Here, we start making people to contribute<br />
their ‘Kebesaran Hati” for a concrete act.
3. Make it Real :<br />
Get people to be involved to create a brighter side in life
1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
We’ll activate our “Tweet Tunes” movement through this<br />
microsite.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
How?<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
We’ll ask people about What “Kebesaran<br />
Hati” means for them.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
We’ll invite people to define their thoughts on social media<br />
using our #BerbesarHati and inspire us to create a 140-<br />
character lyric through their Tweets.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Kebesaran Hati itu.........<br />
#BerbesarHati<br />
Bantu (nama penyanyi/band musik)<br />
terinspirasi dari Tweetmu untuk<br />
menciptakan lirik lagu terbaru mereka<br />
di bulan Ramadhan ini.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Starts from a week before Ramadhan, we’ll invite people to<br />
share their thoughts about “Kebesaran Hati” in <strong>Puasa</strong>.<br />
We’ll hand-picked the most representable tweets, and<br />
arrange it into lyrics.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Our first song will be released 2 weeks after.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
After the audiences joining the act, they will be ‘rewarded’ with such a<br />
wonderful reminder for themselves to keep “Berbesar Hati” through..<br />
‘PERSONALIZED VIDEO JOURNEY’<br />
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simply by connecting their Facebook to our<br />
website.<br />
Through that, we’ll generate their personal data<br />
and visualize into a personal video journey.
Personalized Video<br />
Key Visuals
Kamu memiliki 720 teman.<br />
Bersyukur untuk setiap perkenalan yang menjadi pertemanan
Kamu memiliki 349 teman.<br />
Bersyukur untuk setiap pertemanan yang menjadi persahabatan
Ini adalah ekspresi dirimu yang paling banyak mendapat perhatian dari teman-temanmu<br />
Bersyukur untuk mereka yang selalu ada untuk mendengar..
Selalu ada momen berbagi dari teman-temanmu<br />
Bersyukur untuk setiap momen bersama yang pernah terjadi
Mungkin kamu tidak bepergian ke banyak tempat..<br />
Bersyukur, karena di saat banyak orang yang merindukan rumahnya, kamu punya<br />
rumah yang selalu menantimu
Dengan adanya teman dan keluargamu di sekitarmu..<br />
Bersyukur untuk kehangatan keluarga yang selalu ada di dekatmu..
Jalan menuju kemenangan..<br />
..diawali dengan secercah kebesaran hati
User Journey
SmartPhone/PC User<br />
Video<br />
invitation<br />
<strong>Hikmah</strong><br />
<strong>Puasa</strong>.com<br />
+<br />
Joining “Tweet<br />
Tune”<br />
Adi<br />
with tweeting<br />
#BerbesarHati<br />
Rewarded with FB<br />
Journey Video by<br />
Video Journey<br />
FB *<br />
Songs : Kebesaran Hati <strong>Puasa</strong><br />
& Kebesaran Hati Lebaran<br />
* this video is share-able
FeaturePhone User<br />
Adi<br />
<strong>Hikmah</strong><br />
<strong>Puasa</strong>.com<br />
Joining “Tweet<br />
Tune”<br />
with tweeting<br />
#BerbesarHati<br />
Songs : Kebesaran<br />
Hati <strong>Puasa</strong><br />
& Kebesaran Hati<br />
Lebaran
Site Map<br />
www.hikmahpuasa.com
HOME<br />
Call to Action<br />
“Tweet Tune”<br />
FB Video Generator<br />
ABOUT TWEET FEED PROFILE MEDIA<br />
Background<br />
Video Personal FB<br />
Download<br />
How to join<br />
Artist Profile<br />
Songs<br />
Behind The Scene<br />
TVC<br />
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4. Celebrate :<br />
Show the significance of the movement
1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
At the end of the campaign, we’ll compiled all data about<br />
the collected tweets and ‘downloaded songs’, then publish<br />
how these “Kebesaran Hati” tweets can actually have<br />
blessed many people by putting the spirit of Ramadhan<br />
into their heart.<br />
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1. Bring Topic into Consciousness 2. Make it Personal 3. Make it Real 4. Celebrate<br />
Tweet examples :<br />
@hikmahpuasa<br />
"Yang ikutan 20.000, yang ngerasain manfaatnya<br />
Dua juta orang Indonesia :') Thank you buat yang<br />
ikutan this movement. #BerbesarHati"<br />
@amrazing<br />
Tweet kebesaran hati kalian bikin 1 juta orang<br />
Indonesia bener2 bisa #BerbesarHati. Wow!<br />
*link audio*<br />
@hyokkiddo<br />
Salut buat gerakan #BerbesarHati-nya. Very<br />
inspiring! *link website*<br />
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Communication Journey
PHASE 1<br />
Building<br />
Conversation<br />
PHASE 2<br />
Activation<br />
PHASE 3<br />
Conclusion<br />
Video<br />
invitation<br />
Social Media<br />
Flash<br />
Banner<br />
Website<br />
Tweet Tunes<br />
Songs : Kebesaran Hati <strong>Puasa</strong><br />
& Kebesaran Hati Lebaran
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