Mobile communication service provider in Indonesia, 3 has launched a campaign to encourage youths to realise their ambitions no matter what lies ahead post-election. The campaign video, which has garnered more than 12 million views on YouTube within a month, was also a trending topic on Twitter the week it was launched, said the press release.
At the heart of the campaign is the #SiapaTakut (#BringItOn) slogan, alluding that youths should be unafraid of the challenges. The video was followed up with a series of billboards as well as social media activations.
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The campaign, conceptualised in partnership with brand and creative consultancy Pantarei, features Manjakani, a musical duo from the city of Pontianak in West Borneo, that has recently gained popularity through 3’s proprietary music activation programme, Sound of 3. The video features how the group goes against all odds to realise their ambition of spreading their music across the archipelago.
Pantarei’s CCO, Hermanto Soerjanto said that the campaign is not only made for Indonesian youth, but also born from their perspective. It seeks to reflect the DNA of 3, which is the "relentless optimism and unconditional ambition” of youths. Digitally-savvy young adults take up 95% of 3's subscribers.
“3 Indonesia always supports the ambition of Indonesian youth since 2015 with multiple programmes. Now when the nation is going through a stage where speculations abound, we want the youth to know that 3, as always, is here to support them with their ambition. That is a certainty,” said Dolly Susanto, chief commercial officer at 3 Indonesia.