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Young Lions 2017
Brian Fitriadi Jayendar & Yoga Pradipta Ramadhan
Fortune Indonesia
Specialty Association Coffee of America
(SCAA) announced Indonesia as the home of
finest coffee and our country is among t...
Ironically, Indonesia domestic coffee trade is
overpowered by international player. Plus,
Indonesian still prefers to drin...
What about monopolizing our own coffee market?
Long time ago, China ruled the world with silk road
(Jalur Sutra). Nusantar...
There is a ton of coffee shop in town, each are unique with their own
culture and story waiting to be told.
Just like silk...
First, We will
create various
Jalur Kopi‘s
route/region on
Google Map.
Then we will
diffuse Jalur
Kopi‘s route
to direct audience
to local coffee
shop
https://goo.gl/maps/vKeseVFoxjE2 https://g...
Audience can save the route in
their Google Map and start
exploring each region
When we’re arrived, Google
Map automatical...
Audience will get Jalur
Kopi’s badge when they
finished the region’s trail.
This badge can be use to
get 10% discount in t...
Step 1
Audience find the Google
Map Link from various
source
Step 2
Audience save the trail and
start exploring Jalur Kopi...
Desired Result
Indonesian coffee could dominate domestic
coffee trade. Audience will help it by creating
market preference...
Prochain SlideShare
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Young Lions Indonesia 2017_Finalist_Cyber

Working with my partner, Bili, we create a campaign called "Jalur Kopi" to answer the brief on how to raise public awareness and shifting preference towards local coffee/coffee shop. This deck bring us to the final round of Young Lions Indonesia 2017.

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Young Lions Indonesia 2017_Finalist_Cyber

  1. 1. Young Lions 2017 Brian Fitriadi Jayendar & Yoga Pradipta Ramadhan Fortune Indonesia
  2. 2. Specialty Association Coffee of America (SCAA) announced Indonesia as the home of finest coffee and our country is among the top 5 nation with largest coffee production
  3. 3. Ironically, Indonesia domestic coffee trade is overpowered by international player. Plus, Indonesian still prefers to drink coffee from international brand. So, how to drive them to indulge their own country’s finest coffee in their local coffee shop?
  4. 4. What about monopolizing our own coffee market? Long time ago, China ruled the world with silk road (Jalur Sutra). Nusantara also did the same in spice trade (Jalur Rempah). How about now? With our excellent quality and large quantity of coffee beans, ruling domestic coffee distribution should be very possible. Hence, we need to claim our COFFEE ROAD!
  5. 5. There is a ton of coffee shop in town, each are unique with their own culture and story waiting to be told. Just like silk road which connected cultures and places in the past, coffee road will be established to connect the dots (coffee shops). We will use platform that already dominating the digital landscape… THE GOOGLE. The idea Jalur Kopi (A Coffee Odyssey on Coffee Road)
  6. 6. First, We will create various Jalur Kopi‘s route/region on Google Map.
  7. 7. Then we will diffuse Jalur Kopi‘s route to direct audience to local coffee shop https://goo.gl/maps/vKeseVFoxjE2 https://goo.gl/maps/vKeseVFoxjE2 https://goo.gl/maps/vKeseVFoxjE2
  8. 8. Audience can save the route in their Google Map and start exploring each region When we’re arrived, Google Map automatically tell us to take a picture. So, audience need to do that as a prove that they have visited the place and also to enrich the coffee shop google images
  9. 9. Audience will get Jalur Kopi’s badge when they finished the region’s trail. This badge can be use to get 10% discount in the coffee shop along the trail. But first, they need to send proof via e-mail.
  10. 10. Step 1 Audience find the Google Map Link from various source Step 2 Audience save the trail and start exploring Jalur Kopi Step 3 Audience take a photograph of the coffee shop to as proof Step 4 After visited all the list and send e-mail, audience will received badge that can be use to get discount The Journey
  11. 11. Desired Result Indonesian coffee could dominate domestic coffee trade. Audience will help it by creating market preference towards Indonesian coffee from the very local area and last but not least, propelling the economy of local coffee industry.

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