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young spike Indonesia 2011 
andreas-daniel
Background 
Indonesia have so many fashion brands with good 
design and quality, 
but not as appreciated as international ...
Challenge 
To make local fashion brand be popular 
and loved by indonesian people.
Insight 
1. Public figure have a big influence in fashion style. 
2. Indonesian bands have a large number of fans.
Target Audience 
energic young people, updated in fashion style, tech savy, 
social-climber and actually living their digi...
idea 
an activation where the target audience whose fashion sense normally 
influenced by their idol, now can choose and s...
Mechanism and Strategy 
1. teaser 
We produce a scandalous gossip and spread (internet) 
celebrity dressed only in tank to...
2. Launch 
Launch "dandanindong.com” commercial, 
Idols asking their fans to dress them up on website.
3. Website 
Audience can interact dress 
their idols. 
What will the idol wear, 
decided by votes. 
All accessories and cl...
4. Music-clip 
First: 
Wearing the “chosen wardrobe” 
And in the end a piece of clothing will be given to a 
lucky audienc...
Expectation 
• increased awareness on good indonesian fashion brands. 
• WOM about the idols wearing and where to get them...
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dandanindong.com

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

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dandanindong.com

  1. 1. young spike Indonesia 2011 andreas-daniel
  2. 2. Background Indonesia have so many fashion brands with good design and quality, but not as appreciated as international brands.
  3. 3. Challenge To make local fashion brand be popular and loved by indonesian people.
  4. 4. Insight 1. Public figure have a big influence in fashion style. 2. Indonesian bands have a large number of fans.
  5. 5. Target Audience energic young people, updated in fashion style, tech savy, social-climber and actually living their digital lives.
  6. 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. 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. 8. 2. Launch Launch "dandanindong.com” commercial, Idols asking their fans to dress them up on website.
  9. 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. 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. 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 : )

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