"LINE - Ada apa dengan Cinta?" mini drama that was launched on YouTube has become such a hit, receiving many earned media. Many users love to talk about the short movie on social media.
This is a compilation of those talks happening on social media.
-- a digital landscape in Indonesia slide series --
1. LINE – Ada apa dengan Cinta?
Digital Landscape in Indonesia Slide Series
Compiled by: Pitra | www.strategocorp.com
2. Disclaimer:
Stratego is not associated with LINE nor its agencies. Information captured within these slides are taken from public domains and press release distributed by LINE’s agency during the product’s launch. All materials are copyrighted of their respective owners.
3. Product
LINE Alumni
Theme
LINE MORE, BE CLOSER
Date
Press conference: November 5th 2014
Live on YouTube: November 6th 2014
Broadcasted on Kompas TV: November 9th 2014
Highlights
To revolutionize traditional reunion through “Find Alumni” feature (covers 180,000 schools in database).
To recollect nostalgic love memories of Cinta and Rangga (of “Ada apa dengan Cinta?” movie) after 12 years.
4. LINE ALUMNI
A place for LINE users to reconnect relationship with old friends and loved ones from schools and university.
Chat with found friends, individually or within group.
School database consisted of 115,000 elementary schools, 37,000 junior high schools, 23,000 high schools, and 5,200 universities in Indonesia.
5. “ADA APA DENGAN CINTA?”
TVC Love Version
TVC Friends Version
Two TVCs and 10 minutes mini movie,
following the story of 2002’s box office
movie “Ada apa dengan Cinta?”
The main characters are “Rangga” (Nicolas Saputra) and “Cinta” (Dian Sastrowardoyo), who finally reconnect again after 12 years through the help of LINE Find Alumni feature.
The old supporting characters are also back: “Maura” (Titi Kamal), “Alya” (Ladya Cherryl), “Milly” (Sissy Priscillia), and “Karmen” (Adina Wirasti). They are still befriends with “Cinta.”
7. PRESS CONFERENCE
November 5th 2014
LINE Alumni press conference and the premiere of “LINE – Ada apa dengan Cinta 2014 (Mini Drama)” at Blitz Megaplex, Jakarta
Check Kompas TV’s coverage at: https://www.youtube.com/watch?v=IJUODCKvqXY
22. OTHER BRANDS GET INVOLVED
https://twitter.com/HeinekenID/status/530618073980497921
https://twitter.com/XL123/status/530623827395768321
https://twitter.com/blackxperience/status/530624215045509120
25. SONG DOWNLOADS
The original movie’s soundtrack received sudden increasing number of iTunes downloads.
Telkomsel rode the hype, selling one of the original song’s MP3 through SMS.
26. November 7th 2014
TRENDING TOPIC
The word “AADC”, “rangga”, and “mini drama” had high level of conversation on November 7th 2014 (first time live on YouTube) and November 9th 2014 (the original movie and the mini drama broadcasted on Kompas TV).
Over 1,610,000 tweets, 1,000 Facebook posts, and 20,000 Instagram posts within 1 month.