introduction cari inspirasi (inspiration hunt) is initiative program by KOMPAS Daily. KOMPAS Daily challenge young people to read newspaper and get involved in the news itself by writing their opinion then publish it on newspaper. Kompas Gramedia Building Unit 2. 2nd Floor Address of KOMPAS Daily : Jl. Palmerah Selatan No. 26-‐28 Jakarta 10270 Circula7on : 500.000 Category of entry : BRAND Tarrence K Palar Promo7on Manager | Harian Kompas Project Director :
[email protected] (+62) 0812 110 1474 Novi Rianto | Promo7on Officer |
[email protected] Project Team : Desy Budi Utami | Promo7on Officer |
[email protected] Adrianus Adrian | Graphic Ar7st |
[email protected]
background “Reading habit in Indonesia is lower than expected. Indonesian’s youngsters has lower interest in reading compared to the older generaUons. As a maVer of fact, young readers tend to not have great interest in reading newspaper” Nielsen Research 2015
program description cari inspirasi or INSPIRATION HUNT is an initiative program conducted by KOMPAS Daily. The objectives are :
MAIN OBJECTIVE Brand Engagement on campus
Brand Awareness
Brand Experience on Campus
program description What exactly #cARIINSPIRASI ? In KOMPAS Daily, we believe media has biggest part for society. One of its role is to provide newsworthy informaUon. For us, media’s role is beyond journalism itself. Therefore, by iniUaUng CARI INSPIRASI (translate : Inspira7on Hunt) program, we’re not only promoUng young readers to read newspaper, but we invite college student to get involved in the news itself. We challenged them to write their opinion about arUcles and also adverUsement on newspaper. They could write anything, from the headline news, the arUcles, photography, infographic, the trending topic, or even share their thoughts about the key opinion leader who made headlines. Every week, KOMPAS Daily team will curated 5 best opinion or comment from each campus. The best five will be published on KOMPAS Daily.
how we do it ?
2
1 read KOMPAS Daily
write your opinion on CARI INSPIRASI form
cARI INSPIRASI
3 submit your opinion on unique drop box
5 5 best opinion will be publish on KOMPAS Daily
5 best opinion will be announce every week
4
target area
This program involving 5 big ciUes in Indonesia, including Jakarta, Bandung (West Java), Surabaya (East Java), Yogyakarta and Makassar (South Sulawesi).
10.000
Approximately people, which consists of college student and Campus Press get involved and parUcipated in this program during November 2014 to April 2015.
promotion Design inspiration : POP ART We t r i e d t o t w i st yo u n g ste r ’s percepUon about newspaper. Young r e a d e r s t e n d t o a s s u m e t h a t newspaper is a very “formal” medium, classic, and serious. KOMPAS Daily braced up themselves to try different design style. Which is more fresh and daring, but also Umeless, “the pop art” style. print ad
promotion
unique box and book mark
pop up booth on campus
promotion
on ground activities on campus
college student line up to submit their opinion in
cari inspirAsI pop up booth on campus
results | •
The parUcipant not only glance in headline of KOMPAS Daily. They read the enUre newspaper then wriUng their comments. This can be seen from the submission form they submit on CARI INSPIRASI pop up booth
•
Most of the parUcipant writes their comment inspired from the editorial news in middle pages or event adverUsement
•
They who don’t read KOMPAS Daily interested in to read KOMPAS Daily afer parUcipate in this programme. Some student even now become KOMPAS Daily subscriber
*data from internal KOMPAS Daily
results | questionnaire BRAND AWARENESS
92% College student from each campus read KOMPAS Daily, and get to know more about KOMPAS Daily
BRAND ENGAGEMENT and EXPERIENCE
73% College student from each campus parUcipated in this program
* data source : KOMPAS Daily Strategic Manegement Office
approximately
5.089 newspaper sold
approximately
10.000 readership
results | on opinion form
Cari Inspirasi (InspiraUon Hunt) opinion form
results | in newspaper 35
KO M PA S / K L A S I KA /
Senin, 6April2015
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KO M PA S / K L A S I KA /
Senin, 23 Maret 2015
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A
DATA Entry Online Inc Rp.200Rb/Lembar Work @Home 0812 8268 2385
PPLY Data Entry Excel online±Rp180/lbr pensiun /IRT Wlcm 082210182305
T Home online(Dt Entry)± Rp18Jt/Pack wlcm retired /HW. Call 0812 8269 0398
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Electrical engineer, bachelor degree as min. apply to :
[email protected]
39
results | on twitter
parUcipant selfie with hash tag #CARIINSPIRASI
video documentation click hRps://youtu.be/bRPrBZjFXmc
thank you
