2. Background
The cultural diversity that exists in Indonesia is one of the prides of
cultural heritage that has been passed down from generation to generation
by various tribes and ethnicities. This is a wealth that cannot be
underestimated, because culture can be created on the cultural background
that exists in society. Culture can be inherited if it is studied and socialized
properly to the community, both those who are directly related to that
culture and people outside the local culture. Inheriting and passing down
cultural customs to the younger generation is very important because they
will be passed on to the next generation.
Currently Corona is a hot topic of discussion. In any hemisphere, corona
still dominates the public sphere. In a short time, his name became a
trending topic, discussed here and there, and was reported massively in
print and electronic media. Severe Acute Respiratory Syndrome
Coronavirus 2 (SARS-COV-2) better known as the corona virus is a new
type of coronavirus that causes infectious disease to humans. Covid-19 is
an infectious disease caused by a newly discovered type of coronavirus.
Although it mostly attacks the elderly, this virus can actually attack
anyone, from infants, children, to adults. This corona virus can cause mild
disorders of the respiratory system, severe lung infections, and even death.
3. The development of information technology in the millennial
era makes people able to access information easily and
quickly without time restrictions. Generations born in the
millennial era regard technology as a primary need. They
cannot be separated from information and communication
technology (Pratiwi and Asyarotin 2019). Currently and in the
past, it is very different from the development of technology
that never stops making innovations. One of them is the
learning method using laptops and projectors as learning
media, then learning resources that can be obtained from the
internet. There are so many things that can be obtained from
the development of technology. The use of digital media
among millennials is only limited as a tool to find sources of
information related to learning materials. Furthermore, the use
of the internet among millennials can also be used to
communicate with teachers/lecturers & friends both
personally and through discussion forums. This is done as an
effort to deal with the explosion of information available on
the internet as well as improve learning achievement and
preserve culture.
4. Tema Kampanye
Youth and digital culture are currently an interesting theme,
because digital culture is one way for millennials to
preserve their culture during this pandemic. Preserving
culture is an effort or form to maintain the values of art and
culture both traditionally or develop them with a more
dynamic and flexible embodiment to adapt to the
conditions of the changing patterns of development of the
times Culture in Indonesia is currently decreasing, which
does not only occur in urban areas, but also in rural areas,
Indonesian millennials are increasingly influenced by
outside cultures through the development of increasingly
sophisticated modern technology.
5. Target Audience
1. Gender: Unisex (female or male)
2. Age: 15 – 30 years
3. Socioeconomic : A - B
4. Occupation : Student, Student, Young Executive
5. Demography : Jakarta and other big cities.
6. Lifestyle : creative
6. Strategy ❖ Culture exists because culture is an idea, idea
or thought developed by humans to strengthen
the characteristics or culture of a community
group. Indonesia is an archipelagic country
consisting of various tribes, languages, cultures,
and customs. With this, millennials can use it as
a strategy to create a work through various
tribes, languages, cultures and customs, for
example making dances, songs, clothes and
food.
❖ One strategy is to use an approach that is understood and accepted by the current millennial generation, namely modern technology
with digital media. Preservation of Indonesian culture will develop not only through conventional media but also through the latest
digital media as a means of promoting Indonesian cultural assets. By involving millennials to take part in this campaign by using
opinion leaders on social media such as Twitter, Instagram and displaying videos on YouTube, in this way the dissemination of the
campaign will be easier and more interesting so that there is a high probability of good word of mouth.
❖ Currently digital media has been adapted
in the curriculum in universities with
varied study programs. Websites, mobile
applications, mobile games and so on
can be used as the basis for an approach
to spreading Indonesian culture through
the internet with an emphasis on
spreading it through blogs and social
media. By using this strategy,
millennials can promote Indonesian
culture widely, for example by creating
interesting websites or games with
cultural elements.
7. Tactics & Sponsorship Concept
➢ Creating a promo campaign video
that touches people's hearts and
moves the spirit of millennials to
respect their own culture without
disturbing learning achievement.
➢ With the hashtag can create sharing
or community involvement for this
campaign. From here, there will be
feelings of sympathy and empathy
from various circles of society to be
aware and take action on this
campaign
➢ Create official accounts on a number of
social media by adding the hashtag
#MillennialBerprestasi&Berkultur and
making videos that show the
attractiveness of the campaign.
➢ Invite opinion leaders or influencers,
musicians, artists and so on to make
this campaign successful in terms of
word of mouth on various social media.
8. 1. The first is IndiHome. Why did we choose to work with indihom? because
as we all know, indihome is an Indonesian telecommunications company
owned by PT. Telekomunikasi Indonesia which is famous for its internet
service provider. IndiHome is one of the programs from the main project
of Telkom Indonesia Digital Network 2015.
2. The second thing we invite to work with is Gen FM radio as a medium for
publicity for our campaign. Why did we choose Gen FM? because as we
all know Gen FM is one of the radio stations that is very loved by young
people today and this is certainly in accordance with our target audience,
which is young people or millennials.
Sponsor Characteristics
9. Design Concept
1. The color is red, which means the courage, enthusiasm and joy of millennials.
2. The Mega Mendung batik motif is one of the batik motifs that has succeeded in
becoming a cultural heritage of Indonesia and also the world, which we should
preserve, because of its distinctive style and color.
3. Symbolizing millennials will excel and be cultured by spreading it through digital
culture.
10. Strenght :
• Educating the public, especially millennials, to get to know their own culture
• Socialization about culture in Indonesia
• Raising millennials about the origins of culture and passing on culture to create the next
Weakness :
• There are so many similar campaigns
• Must have skills in design or videography
• It is not easy to find influencers who have the skills according to their needs
Opportunity :
• Most people, especially millennials, need knowledge about the culture that exists in Indonesia
• Can add insight about various cultures throughout Indonesia
Thereat :
• Insufficient investments
• Informational vacuum in the community
• The passive attitude of local population and less interest
• Language barriers
• The negative opinions about Indonesia
SWOT Analysis
11. Evaluation
1. So that the millennial generation becomes aware of the importance of preserving culture in each
region and can pass on cultural customs to the younger generation and the next generation.
Preserving culture is a form of effort or form to maintain the values of art and culture both
traditionally or develop them with more creative and modern embodiments to adapt to the
conditions of an increasingly sophisticated era.
2. So that the millennial generation is not ashamed of their culture, and is able to develop their own
culture through digital media so that they can introduce Indonesian culture to foreign countries.
3. This campaign is for the community, especially the millennial generation so that they are more
concerned and appreciate Indonesian culture, especially cultural customs so that they are not
forgotten and also foster a sense of love, pride for Indonesian culture in the millennial generation.
