Antonius Arindra (XM Gravity) Teguh Triguna (XM-JWT)

Runner up Young Spikes Indonesia – Media Category September 2013

PROBLEM In August-September 2013, “Film Prancis” gained 686 conversations in social media*, and mostly conversation was generated as negative conversation. They shared that French Film are: Weird Too complicated Rumpled Tough Meanwhile, their main goal after watching drama, comedy, or action movies is to be entertained with their friends.

*Source: Twitter.com, 2013

Then, the problem is... French Movies are not becoming as a friendly friend for youth :(

CHOOSE OUR MEDIA CHANNEL FOR YOUTH • Indonesians love social networking: 94%

are connected to social networks, and 89 percent have a Facebook account*

• Nielsen reports that Indonesia is the only ASEAN country where four out of five of its top online activities involve social networking.*

• Almost all of Indonesia’s past-week social networkers (96%) say they’ve used Facebook during that time, and this rises to 56% among 15-to 24-year-olds. **

*Source: Nielsen, Desember 2012 *Source:Broadcating Board Governors, 2012

OUR TASK

Create a social ecosystem to engage Indonesian youth and convince them that French Films are entertaining through the most effective media channels.

Youth, Male/Female 18-35 ABC Jakarta, Bali, Bandung, Balikpapan, Malang, Makasar, Medan, Semarang, and Yogyakarta.

Who & Where are they?

THE IDEA

BONJOUR!

Primary Media

Secondary & Supporting Media

Supporting Media

Supporting Media

Social networking

Creative Channels

Contextual Ads

Virality

SOCIAL PLATFORM

OWNED PROPERTIES

EARNED MEDIA

PAID MEDIA

MEDIA ECOSYSTEM & STRATEGY

EARNED MEDIA

OWNED PROPERTIES

PAID MEDIA

SOCIAL PLATFORM

ADVERTISING Banners Display Single Media Buying Facebook Ads Endorsement Search Engine Marketing

VENUE PROPERTIES Panorama Cinematography

A Retrospective Filmography Short Film Competition

Bonjour! Booth

DIGITAL PROPERTIES Microsite - Video Gallery

Apps – Bonjour Your Personality

SOCIAL SHARE Social Media Networking

(Share Photos, Videos, Likes, Comments, etc).

SOCIAL CHANNELS

Facebook Twitter

Youtube

VIRAL MEDIA Media Coverage (News, Article, Blogs) Unexpexted Influencers Fans Loyality Engagement Post

SOCIAL PLATFORM Bonjour! Your Personality Test

OBJECTIVE Create an awareness that French Films are very entertaining, instead of rumpled.

OUR TASK Engage social youth to check their personalities, and be related with France Movies. Are You Drama? Comedy? Action? Or Thriller?

Social Activity: 1. Ask youth to fulfill a questionnaire application.

The pictures / materials are taken from French Film Festival.

2. Then, The result will be translated into 4 groups of Film Category. Drama? Comedy? Action? Or Thriller?

3. Youth will get a description of their personalities based on the categories.

4. Youth will share the result to their friends and community. And if they have same category, they can watch the movie together.

OWNED PROPERTIES

Ambient 1. This ambient placed in

the Cinema. 2. We take some photos

in front of ambient and we ask their sosmed address name.

3. This ambient always change everyday based on movie theme.

4. When Youth enjoy watch the movie we edit their photos like a poster film and blast them to their sosmed.

5. Youth will feel surprized and satisfied with the poster.

Micro Site 1. Micro site used to give more information about

the campaign. 2. After watching movie we ask Youth to make

their own story about anything that they like. 3. If Youth have any ideas they can submit video

in this micro site and promote them to their community.

4. Everyone can join, make, give comment, or just watching the videos.

PAID MEDIA-CONTEXTUAL ADS

Single Media Buying on Kompas (Contextual Ads) Est. Impressions: 800,000

Suggested Ads on Facebook (Contextual Ads) Est. Impressions: 4,800,000 people who are interested in movie/film.

EARNED MEDIA

BLOGS & NEWS

Article Outpost

Unexpected Influencers

MEDIA TIMELINE

PRE-LAUNCH (3 weeks)

November 2013

1. Social Platform – Application

2. Microsite – Information

LAUNCH (4 days)

December 5-8th, 2013

1. Ambient – Bonjour Booth

2. Microsite – Video Submission Starts ( a month period of submissions)

3. Paid Media – Single Media & FB Ads (Suggested Post)

MEASUREMENT & KPI NUMBER

Media Tools

Tweetreach & Facebook Insights

Key Performances Indicators (KPI) Media

1. Total Conversations in Social Channel , 2,000 conversations 2. Total Participants Facebook Apps, 1,000 users 3. Total Video Submission for Competition, 100 videos submissions 4. Total Clicks from Paid Media, CTR (Click Through Rate) 3% = 168,000 clicks 5. Total Participants at the French Film Festival (2,500 Participants)