HOW TO CONNECT WITH THE SOUL OF

DIVERSED JAKARTA'S RESIDENTS?

PROJECT IN 2007:

Warta Kota, Jakarta's owned newspaper.

 

CHALLENGE:

To own the city by it's new positioning "Nyambungnya Pas, Gayanya Jelas"

(right language, right style) that speaks to and connects with the unique residents of Jakarta,

unlike the way 'yellow' newspapers do.

 

TRANSFORMATION:

Beyond conventional ads, we came up with

2 bold moves:

 

"Jaka Sembung" interactive quiz with

  daring proverb that stimulated

  reader's knowledge of Jakarta's true language.

 

Live performance ad by hundreds of buskers/street

singers, singing the newly arranged Warta Kota's jingle taken from the song made by Jakarta's

proud original artist, Benyamin Sueb.

These performances took place in city commuter areas such as bus terminals, train stations and street food sellers.