Indosat's IM3 Ooredoo has unveiled a heartwarming campaign to celebrate Indonesia's Independence Day. The short film focuses on Indonesian youths who have shown resilience and adaptability to stay economically independent during COVID-19. Done in collaboration with creative agency Mata Angin, the video showcases youths making use of their previously hidden skills such as baking, coffee making and jewelry designing to generate income digitally, pivoting from their main profession. PHD Indonesia was also involved in the campaign.
The idea for the campaign came about after IM3 Ooredoo’s biggest user base of youth, which comprised 60% of the population in Indonesia, was impacted severely by the economic downturn. As such, to pay homage to this spirit of perseverance, a month before Indonesia’s Independence Day, the company opened a conversation on social media by asking its followers how they kept their economic independence during the pandemic. The spokesperson also said that it took the company two months to curate the campaign from the ideation process to the launch.
The question saw many users replying back with their own stories of adapting to a new world. The earlier responders were then contacted and their stories were highlighted in a video featuring a collaboration by local artists in the current Indonesian music scene, whose lives were also impacted by the pandemic. Local artists included the rock band Barasuara, jazz singer Ardhito Pramono and singer-songwriter Nadin Amizah, supported by The Resonanz Children’s Choir. The single Bangkit dan Berlari (To Rise and To Run) was specially produced by the musicians and launched simultaneously across digital platforms. Besides YouTube, the campaign will also be run on Twitter, Instagram, TikTok and OOH.
Fahroni Arifin, SVP of brand management and strategy at Indosat Ooredoo said the company would always be with the youths, regardless of any situation. He added that what the youths had demonstrated in this trying time was nothing short of remarkable, and served as an inspiration for the company to design its product. “Previous generation had their own struggle for independence. And this one is our fight,” Arifin said.
Meanwhile Yohannes Muliady, Mata Angin’s ECD said he personally found the real-life stories very moving, seeing how everyone had their own way to fight for their independence. “How our national basketball athlete Yogi Dasilva, transformed himself to be a coffee entrepreneur. How students, catwalk model, people from all walks of life, even the musicians themselves had to overcome previously unthinkable challenges. At the end, what really came out was nothing could take away our spirit to keep on fighting,” Muliady added.
Separately, IM3 Ooredoo launched a Ramadan campaign earlier this year to lift everyone’s spirits amidst the COVID-19 pandemic. Titled ‘Silaturahmi Setiap Hari’ which means friendship every day, the spot featured four young Indonesian singers - Hindia, Sal Priadi, Kunto Aji and Yura Yunita. These four singers collaborated to sing an inspiring song filled with messages of hope. Meanwhile, it appointed Mata Angin in March this year, following a pitch first called in 2019. The appointment came in line with IM3 Ooredoo's new marketing strategy that focused more on regionalisation which required a closer engagement with local markets.
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