An initiative to target Bike to Work campaign toward young white collars that work Jakarta. Inspired by http://hsgautama.multiply.com/journal/item/371/Pekerja_Kost_Naiklah_Sepeda_buat_Ngantor

1. Cycling Bachelors
CampaignCampaign

2. • Among issues challenging B2W, is the lack of
focus in its campaign

3. • Anak Kost is a strategic segment to target on,
because
– Represents a specific characteristics yet significant
in numberin number
– Open minded, adaptable, and highly accessible
through digital media
– Cycling fits them!

4. Anak Kost (Bachelor)
• Male and female 22 – 30 years old
• White collar, early jobber to senior staff
• Kost around business areas of Jakarta

5. Why not cycling
• Don’t realize it as a feasible option of
transportation at their conditions
– Never come across my mind
– I know some people are cycling, but it’s not for me
– I want to go / I do cycling for fun, but not for daily– I want to go / I do cycling for fun, but not for daily
transportation
• Hesitate to invest in cycling
– I’d rather spend it on gadget / saving
– Unlike gadget that is a symbol of my ability to earn my
own money

6. Why Cycling Actually Fits Them
– They get to choose where they want to live
– Help to know better their new surrounding
– In line with the freedom and independence they
are enjoying and expectingare enjoying and expecting
– Economical and convenient aspects are also
strongly apply to this segment

7. • You are perfect for cycling!

8. Some Predictable Questions To Answer
• What I need to prepare for cycling?
• What kind of bicycle and how much?
• Where is the route, and how to cycle on the
road?road?
• How am I going to store & park my bicycle?
• How to anticipate the weather and manage
perspiration?

9. Fun Facts And Issues
• Cycling and dating
• Bicycle as success symbol
• Utilize gadget in cycling
• Spending weekend on your bicycle• Spending weekend on your bicycle

10. Touch Points
• Twitter account
• Info Site
• Blog
• Forum (Hosted in Kaskus? B2W? Sepedaku?)• Forum (Hosted in Kaskus? B2W? Sepedaku?)
• Flyer in convenient store, food hawker, and for
them to spread around
• etc

11. Beyond Advertising Ideas
• Give A Try – borrowing bicycle to the Hesitates
• Together Ride – based on office / kost location
• Advocacy to Decision Makers / Employers
• etc• etc