dandanindong is an activation where the target audience whose fashion sense normally influenced by their idol, now can choose and stylize their idols. Of course using local brands

1. young spike Indonesia 2011
andreas-daniel

2. Background
Indonesia have so many fashion brands with good
design and quality,
but not as appreciated as international brands.

3. Challenge
To make local fashion brand be popular
and loved by indonesian people.

4. Insight
1. Public figure have a big influence in fashion style.
2. Indonesian bands have a large number of fans.

5. Target Audience
energic young people, updated in fashion style, tech savy,
social-climber and actually living their digital lives.

6. idea
an activation where the target audience whose fashion sense normally
influenced by their idol, now can choose and stylize their idols
of course using local brands

7. Mechanism and Strategy
1. teaser
We produce a scandalous gossip and spread (internet)
celebrity dressed only in tank tops, boxer and socks.
With a lot of prying infotainment shows in indonesia, this news
will be a wildfire spreader throughout the media.

8. 2. Launch
Launch "dandanindong.com” commercial,
Idols asking their fans to dress them up on website.

9. 3. Website
Audience can interact dress
their idols.
What will the idol wear,
decided by votes.
All accessories and clothing
are indonesian labeled
design with complete

10. 4. Music-clip
First:
Wearing the “chosen wardrobe”
And in the end a piece of clothing will be given to a
lucky audience.
Next:
Same song, idols and music clip scene. But
without the clothing that's already given before.
And so on until all given to audiences.

11. Expectation
• increased awareness on good indonesian fashion brands.
• WOM about the idols wearing and where to get them.
• increasing local fashion brands status and sales.
Thank you : )