Me and my partner Sigit, won a ticket to Young Spikes Asia 2012 for Media. The brief was to create a media strategy to reduce 'golput' in 2nd round Jakarta's Gubernatorial Election. This is our idea.

1. MOHAMMAD FARHAN NOOR (CARAT)
SIGIT LEKSANA (IPROSPECT)

2. BACKGROUND
Jakarta already held 1st round
Gubernatorial Election on July
11th 2012. Its generated Jokowi
- Ahok and Fauzi Bowo -
Nachrowi as the candidates
who will compete again on 2nd
round.
PROBLEMS
• There is still high numbers of
abstentions (37,5%) in 1st round
of elections. Its about 2.6 million
from 7 million registered voters.
• Most of them are Jakartan’s
middle class
• There is still a high possibility
that the numbers of abstention
will increase.

3. MISSION:
Convince ‘The Abstentions’
to use their right to vote by
the most effective media!

4. From Nielsen survey data, Jakarta have 7,605,000 people total survey numbers.
There are 4,168,000 people as Middle Class, Apathetic and Skeptical consumer segment.*
This is the number that have a high possibility to become The Abstentions!*
Our Target Audiences: Skeptical Apathetic
The Abstentions Middle Class
Male Female
Age 20-44
SES ABC
Jakarta
* Source: IMS Nielsen

5. How to reach The Abstentions?
We will reach our audiences by use Radio, Newspaper, Internet, Ambient
Media because this media has the highest penetration
Media Penetration
TERRESTRIAL TV
373
ALL MAGAZINE PAY TV
246
102
97
TABLOID RADIO
255
13 6 115
18 31 %
27 3
205
Index
DAILY 63 36
309
CINEMA
NEWSPAPER 65
162 133 168
PUBLIC
TRANSPORTATIO INTERNET
N
OOH
With Ambient Media
Source: IMS Nielsen

6. Media Insight
Gen FM still the highest listenership in Jakarta.
Hard Rock FM is the most relevant to our target audiences
Data by Nielsen Radio Advisor
Kompas have the highest readership for Newspaper
IMS Nielsen
Search Engine Market Share in Indonesia
Search Engine Market Share: Google 95.99%, Yahoo 2.41%,
Bing 1.03%, Ask Jeeves 0.49%, AVG Search 0.05%
Facebook has 43.8 Million users in Indonesia*

7. Ambient Media
Our target audiences usually hangout with people, working or spend their own time in
the café, restaurant, etc. They also need to RECHARGE their gadgets.
So, we will put the ads in every REPSTACLES
Do Your Hangout
Side Job with Friends Cafe
RECHARGE
YOUR CITY
FOR THE NEXT
5 YEARS!
.Don’t be The Abstentions!
Lunch break
Business Meeting Restaurant

8. RECHARGE
YOUR CITY
FOR THE NEXT
5 YEARS!
.Don’t be The Abstentions!
LEVERAGE THE IDEA
by help seeding in Online Media

9. Timeline Recommendation
22% Search Increased*
9,539,231 search query related to
Pilkada DKI**
The 1st round of Jakarta Gubernatorial Election has a significant affect to the digital activity, especially
on search engine. This can be seen by the increased of search volume that happened in Jakarta,
started on July 1st -7th with the peak on July 8th – 14th.
Source: Google Insight
So we recommend the best time to start the campaign is 2 weeks
before the election
* Periode Jan-July 2012
** Periode July 2012

10. Media Timeline
Week 1 Week 2
OFFLINE ACTIVITY
Built awareness to audiences Ambient Media
with our communication Newspaper, Radio
DIGITAL ACTIVITY
Grab the high opportunity on the SEM/PPC (Google Search,
search trend and engaged them Youtube Search, Yahoo Search)
in our digital platform Social Media (Facebook &
Twitter)

11. Let’s Share With The Communication