This early Sept, I was joining Young Spikes Asia 2009. Young Spikes Asia is a competition for young creative people (under 28) to create an in integrated marketing communication which is engaging & able to answer the brief in 48 hours. We don’t compete individually, but in a team which consist of 2 to 4 people.

In national scale, the committee is Femina Group.  The winner of Young Spike Asia Indonesia will go to Singapore to compete with other finalists to become the ultimate winner. So the brief for the national competition was like this :

Client : YL GN-OTA
Campaign obejctive : To show to people that by participating in GN-OTA they can make a difference to the future; be it the children’s future, nation’s future, or their own future.
Desired response : I realize now that how small my contribution is, it will have a big impact to the future of the nation.
Tone & Manner : positive approach,heart warming
Do & Dont’s : Low budget campaign, do not exploit poverty, associate with zakat,crime and political issues

By the time I received the brief (yep – i received the brief alone) I didn’t have team yet. My office mate mostly above 28 and the office workload is also crazy at that time. Until finally, I teamed up with cross agencies guys  (arc worldwide & a freelancer).

The short time to answer the brief made us awake the whole night. By almost midnight, I came up with the thinking that Indonesian need a movement to encourage them to donate and so we finalize that the idea.  So here it is:

Insights : Over the years Indonesians have seen too much poverty, protests, crime, violence and recently bombing which hit us again for several times. We’ve seen our nations facing multidimensional issues and problems thus creating discourage feeling among Indonesians. We start to doubt for better change, questioning the future of our nations and at the end wondering “does any of my acts can make any difference in these complicated situation?

Solution : Indonesians need resurrection. A strong collective movement! A momentum!

The core Idea : Ambil Peranmu! (Take Your Part!) It’s a collective movement where Indonesians are encouraged to donate & become foster parents. Total donation should reach 1 billion in 1 month to help 5,000 children for 1 year education. An interactive billboard showing real updates of donation collected will be placed in strategic spots.

Key communication channel : Interactive billboard – supported by digital, on ground activation, offline viral tools, PR, radio & CRM.

and few minutes before the deadline, thankfully we were able to handed over our proposal to the committee!

THE GOOD NEWS!

Saturday noon, committee called and informed that we were one of the total 7 finalists! We will present our proposal in front of the judges! Saturday night, we hang out at Mcdie discussing presentation flow & divided the job task. Sunday night, we awake the whole night and day, practicing the presentation flow :

Myself : opening, objective, market insights, the idea, communication phases, offline viral tools, PR, digital & 121 communications.
Rangga : will focus on the ground activation & radio, pin distribution
Damas : interactive billboard – he’s the ice-breaker part  & will present in elementary school uniform

BIG DAY IS COMING!
Sleepy but excited, we got number 6 to present.  Turned out we were the team who brought the most equipment (we brought mock-up of interactive billboard, which is quite huge). We also made the T-shirt. It was so fun! The presentation went well, and I know we did our best. Below our faces right after the presentation :

AND THE BAD NEWS!

Yes, we didn’t win. The winning team was from Ogilvy. I wish them luck and hope they can championed the regional competition. However, it was so fun!  and none can buy the experience and learning!