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1. Content,
Context, &
Concern
For Youth Marketing In Indonesia
A Youth Laboratory Indonesia
Presentation
Picture courtesy:http://visualjalanan.org/web/artikel/bikin-macet-dimana-lagi

2. This slide report is dedicated to all the
young mural artist that decorated the
street of Jakarta with creativity
http://4.bp.blogspot.com/_Qdmr0MApklU/SZh9_0U2CgI/AAAAAAAAAa4/WQamf9E_kzw/s1600-h/9.jpg

3. #Galau means a state of emotional unstability, sad, sorrow, anger, and high anxiety at
the same time. The terminology is exclusively used among the young people. It
became popular through twitter.
When a young lad tweet #galau it means that they crave for attention

4. Photo courtesy:http://bergerakbergerak.blogspot.com/p/about.html
How GAlau
Is interpreted by
Brands so far?

6. While on the opposite corner, another ‘youthful’ operator card says that their product is an
“Anti-Galau” tool

9. Photo courtesy:http://www.unurth.com/Btoy-Jakarta
“Galau” became an IntensIve Advertizing Content

10. Photo courtesy:http://www.unurth.com/Btoy-Jakarta

11. Picture courtesy:http://egauseless.files.wordpress.com/2010/11/7.jpg

12. Photo courtesy:http://jakartadailyphoto.com/index.php/2011/05/21/creative-graffiti/
The Context that tells the need
of emotional coping

13. Photo courtesy:http://egauseless.files.wordpress.com/2010/11/7.jpg
The emergence of
“Galau” Is also
A context of social
Support absence

14. http://egauseless.wordpress.com/tag/stencil-graffiti/

15. http://bujangan-urban.blogspot.com/2011/07/goodlocking-ruangrupa-
exhibition.html
Galau became
A content without
Concern.
Irrelevant
For Youth

16. K-Pop or Korean Pop Culture infiltrate the social milieu of Indonesian youth with
high impact. The young people don’t just adore it’s celebrities but also it’s songs,
movies, and fashion. The trend is at a point where the Indonesian pop Industry
are even trying so hard to adopt and imitate k-pop to gain youth attention.

17. How brands have
Interpreted the k-pop
trends so far?
http://jakartanian.blogspot.com/2012/03/crime-message-graffiti-jakarta.html

18. Photo courtesy:http://www.behance.net/gallery/Unpublished-Commercial-Dell-RSeries/3766068
Using k-pop look
Alike as brand
ambassador

19. What is the actual
context
Behind the k-pop
Trends?
Photo courtesy:http://visualjalanan.org/web/artikel/beautiful-wall-2012my-city-my-identity-membangun-rumah-makan-di-dalam-rumah-sendiri

20. Korean Series Based on an Academic Research
By Diyah Sulistiyorini (2010)
Diyah_s_rini@yahoo.com
8%
Indonesian Series
7%
31%
36% Climbers
56% Campers
62% Quitters
Research based on Adversity Quotient theory, 15 Indonesian sinetron and 15 Korean
series were analyzed using non-frequentive content analysis technique. The characters within each
series were categorized using climbers, campers and quitters categorization.
Climbers:are the ones who do not allow anything to stop them to move forward
Campers: the ones who are afraid to take risk and choose to be satisfied with what they have gained
Quitters: the ones who choose to quit and ignoring the opportunity

21. http://4.bp.blogspot.com/_Qdmr0MApklU/SPT0Ktd_M_I/AAAAAAAAASg/jvKHNgoLeXc/s1600-h/2.jpg
Context:Korean series propose
more Optimism than Local series

22. http://enggay.blogspot.com/2010/04/checkcheck.html

23. Use the content, miss the context, lack of
concern
http://studiobopk.blogspot.com/2011/03/sebuah-project-mural-fine-art-attack-2.html

24. Research Report By Youth Laboratory Indonesia
Youthlab is the first factory and repository of
Indonesian youth insight, compromised of
multi-talented youths of various
background, the research and consulting
company helps corporations and organizations
create precious connection with the fickle yet
precious market segment.
Through etnographic research, online
tracking, creative focus group discussion, and
other means, we help you create a dialogue
with the youths of Indonesia in the most
efficient manner.
We Here to Make that happen to you
Find more about Indonesian
Youth trends, data, & insights:
www.enterthelab.com
Contact us
Tara.talita@gmail.com
faisal_sii@yahoo.com