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1. 1 page Youth Brand Preference Case study: Extra Joss & Red Bull Part 1 Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

2. 2 page Extra Joss is an energy drink made in Indonesia , produced by a national pharmacy company, PT. Bintang Toedjoe. The idea of name “extra joss” was given due to its simplicity and memorable effect. “Joss” came from Surabaya’speople dialect which means “potent, effective” Nowadays their niche market expand on young customers. Recently they recruityouth icon such as : International soccer star -Christiano Ronaldo- Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

3. 3 page Extra Joss Brand Activation After Merapi’s eruption that happened in Yogyakarta on 2010, the rescue volunteers that helped the evacuation process have been pointed as heroes of 2010 by Gatra Magazine. Extra joss take that momentum to create a creative brand activation involving the young people. 100 volunteer from 100 cities will be chosen to be part of Extra joss booth camp. A camp dedicated to graduate professional rescuers. Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

4. 4 page What is the true meaning of Brand activation? Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

5. 5 page Brand Activation Process “actualy we know that you’re trying to sell us something” –Youth- Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

6. 6 page The traditional culture inside Indonesian families and education system put youth as a passive audience.They are the target and commodity of information. Therefore, they’re seeking more social forum and media to find their true identity and a place to be heard Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

7. 7 page Over 31 Million of Facebook account in Indonesia, the biggest in Asia. 2nd after USA worldwide. 20 percent of internet user in Indonesia Have a twitter account. Serial creator of trending topics worldwide. All these data shout at us that youths urge to be heard. Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

8. 8 page Brand Activation for youth should be a process where brand are activated by them. They also owned a share of the brand and actively Involved in the concept creation Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

9. 9 page “Because listening is the engagement it self” Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

10. What Extra Joss Have Done In Term of Listening To Youth? 10 page Their facebook page contain standard features : wall, info, photos, discussions, notes. What make it different is “Bintang 7” tab, containing explanation about extra joss product. All clear and informational, but only serves as a one way traffic. A brand-centric strategy. Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

11. 11 page Red Bull is an energy drink sold by Austrian Red Bull GmbH. It was created as an adaptation of the Thai energy drink Krating Daeng. In Indonesia, known as Krating Daeng Red Bull’s slogan is “it gives you wings”. It means Red Bull gives wings to people who want to be mentally and psysically active and have zest for life. Red Bull’s products are: red Bull Energy, Red Bull Sugarfree, red Bull Cola, red Bull Energy Shot, and Red Bull Sugarfree Energy Shot. It’s different to Extra joss which packed in sachet, red bull choose to pack the “energy” in bottle. Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

12. 12 page “We are all different, unique, so don’t be a stereotype. If you dance with the capacity of your body and work hard, you can become perfect in your own way!” -Lilou – Red Bull BC one Champion 2005&2009 Instead of creating a so called community, Red Bull join, immerse Into one, interact, and endorse them based in on their need to be heard… The 14 millions like on their facebook pages describes how this approach works Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

13. 13 page 161,704 followers On twitter More listening as engagement tools. Red bull twitter account Is filled with inter-community Interaction. A consumer-centric mindset as Brand strategy. Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

14. 14 page Find more insights on Extra Joss and Red Bull on the 2nd Part Of this report Writer: Muhammad Faisal Executive Director AnggunIntan Research Manager Contributor: Andini K Dewi Managing Partners Tara Talita Project Manager Edith Lavindri Marketing Strategist Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com

15. Catch also our Youth Trends Report out January 2011 Indonesian Youthniverse 3/3 series: 1/3 Indonesian Mobile Trends 2/3 Indonesian Auto Trends 3/3 Female-Millennial Moms Trends Visit our web for more info www.enterthelab.com Or contact: Muhammad Faisal Faisal_sii@yahoo.com Tara Talita Tara.talita@gmail.com The first repository of Indonesian youth culture & behavioral insights Youth Laboratory Indonesia www.enterthelab.com