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Tokopedia’s #MulaiAjaDulu series takes new spin on ‘follow your dreams’ cliche

E-marketplace Tokopedia has launched a new campaign to tell consumers “Your dreams are not far-fetched”. Developed together with creative agency Flock, the campaign was designed to be playful while reminding its audience that dreams can come through if they are willing to give it a go.

The campaign showcases a series of short, colourful video advertisements, wrapped in hashtag that says #MulaiAjaDulu, which translates to “Just Start It”. Despite the light-hearted take on the issue, the campaign also contains a sober undertone.

Directed by Rajay Singh from production agency Think Tank, the campaign aims to bring a fresh and creative outlook to address this dilemma, as opposed to the quasi-motivational “follow your dreams” cliches, through satirical humour and quirky delivery.

In one of the spots, a young girl is seen reflecting over her true passion – art, despite growing up in a family of scientists. She is then motivated to pursue her interest in art, the first step being browsing for art supplies on Tokopedia. Watch the spot here:

Monita Moerdani, Tokopedia’s head of brand, said in a statement that creating a campaign for Tokopedia is an interesting challenge, as the company is in the business of “creating and changing habits”.

“We’re not selling a tangible product, we’re not selling a service, but we are selling an ecosystem. It is especially crucial to understand the consumer’s needs and pain points in order for us to be able to market this brand right,” Moerdani added.

Flock CCO Leonard Wiguna explained that the campaign’s creative direction aimed to be relatable and carry an important message for Indonesians, especially young people.

“With this campaign, we want people to stop procrastinating and self-sabotaging when it comes to chasing their dreams. With Tokopedia’s one-stop-solution, they can start looking for ways to make things happen. The important thing here is to simply ‘start.’ From there, who knows where the effort will lead,” Wiguna added.

The campaign also looks to serve as a follow-up to Tokopedia’s 2017 campaign, which carried the slogan “Everything Starts with Tokopedia”. The previous campaign was designed to help the brand in its transition from an Indonesian online marketplace into a full-fledged one-stop-platform for “every need under the sun”, the press statement added.

 

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