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"LINE - Ada apa dengan Cinta?" Mini Drama

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"LINE - Ada apa dengan Cinta?" mini drama that was launched on YouTube has become such a hit, receiving many earned media. Many users love to talk about the short movie on social media.

This is a compilation of those talks happening on social media.

-- a digital landscape in Indonesia slide series --

Publicado en: Marketing
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"LINE - Ada apa dengan Cinta?" Mini Drama

  1. 1. LINE – Ada apa dengan Cinta? Digital Landscape in Indonesia Slide Series Compiled by: Pitra |
  2. 2. Disclaimer: Stratego is not associated with LINE nor its agencies. Information captured within these slides are taken from public domains and press release distributed by LINE’s agency during the product’s launch. All materials are copyrighted of their respective owners.
  3. 3. Product LINE Alumni Theme LINE MORE, BE CLOSER Date Press conference: November 5th 2014 Live on YouTube: November 6th 2014 Broadcasted on Kompas TV: November 9th 2014 Highlights To revolutionize traditional reunion through “Find Alumni” feature (covers 180,000 schools in database). To recollect nostalgic love memories of Cinta and Rangga (of “Ada apa dengan Cinta?” movie) after 12 years.
  4. 4. LINE ALUMNI A place for LINE users to reconnect relationship with old friends and loved ones from schools and university. Chat with found friends, individually or within group. School database consisted of 115,000 elementary schools, 37,000 junior high schools, 23,000 high schools, and 5,200 universities in Indonesia.
  5. 5. “ADA APA DENGAN CINTA?” TVC Love Version TVC Friends Version Two TVCs and 10 minutes mini movie, following the story of 2002’s box office movie “Ada apa dengan Cinta?” The main characters are “Rangga” (Nicolas Saputra) and “Cinta” (Dian Sastrowardoyo), who finally reconnect again after 12 years through the help of LINE Find Alumni feature. The old supporting characters are also back: “Maura” (Titi Kamal), “Alya” (Ladya Cherryl), “Milly” (Sissy Priscillia), and “Karmen” (Adina Wirasti). They are still befriends with “Cinta.”
  6. 6. IMAGE TEASERS Several reunion photos of the original movie’s casts were published since 3 weeks before launch date.
  7. 7. PRESS CONFERENCE November 5th 2014 LINE Alumni press conference and the premiere of “LINE – Ada apa dengan Cinta 2014 (Mini Drama)” at Blitz Megaplex, Jakarta Check Kompas TV’s coverage at:
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  11. 11. THE MINI DRAMA November 6th 2014 Live on LINE Indonesia’s YouTube channel (2.8 million views in just 4 days)
  12. 12. LINE STICKERS Free LINE stickers featuring Cinta and Rangga characters.
  13. 13. LINE AADC QUIZZES LINE contest was held to maintain the hype.
  14. 14. @liputan9 LINE CHAT MEMES Many user contributed memes were seen on Twitter and Path.
  15. 15. @uttha @vnkdfndr @novarowisnu
  16. 16. FUNNY TWEETS
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  21. 21. VIDEO PARODIES Short videos were uploaded to YouTube to parody the mini drama.
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  25. 25. SONG DOWNLOADS The original movie’s soundtrack received sudden increasing number of iTunes downloads. Telkomsel rode the hype, selling one of the original song’s MP3 through SMS.
  26. 26. November 7th 2014 TRENDING TOPIC The word “AADC”, “rangga”, and “mini drama” had high level of conversation on November 7th 2014 (first time live on YouTube) and November 9th 2014 (the original movie and the mini drama broadcasted on Kompas TV). Over 1,610,000 tweets, 1,000 Facebook posts, and 20,000 Instagram posts within 1 month.
  27. 27. Digital Landscape in Indonesia Slide Series