Indonesia â€“ In a bid to reach out to local youths, Indonesian telecommunications network and service provider Indosat turned its sponsorship of a popular music festival into a movement for social change.
The campaign, titled “Soul of the nation”, aimed to help youths become agents of positive change by creating the biggest sing-along event in Indonesia.
Together with JWT Jakarta, Indosat created a microsite to engage youths to make a pledge and submit a video of them singing a popular national song titled “Bagimu Negeri”, meaning “To you my country”.
These videos were collated to form a combined video, which was played during the festival during the performance of popular Indonesian artist Raisa on 30 September.
The campaign received over 2,300 submissions with 2,800 digital pledges made. The video, which was put up on YouTube, received more than 420,000 views in less than a month. It also received over 7.9 million impressions on social media, according Andrini Novie Hastuti, group head marketing communication at Indosat.