Tag: Indonesia

Indonesia – Jasa Marga, one of Indonesia’s highway operators, has partnered with Dentsu Creative Indonesia to address the risk of microsleep-related road accidents, a major factor in 80% of toll road crashes. This danger is particularly high on the 1,167 km Trans Java Toll Road, where long stretches require sustained driver focus.

To tackle this issue, the initiative introduces WAKEUPADS, a scientifically engineered audio alert designed to enhance driver awareness and reduce the risk of fatal accidents.

In collaboration with Spotify, WAKEUPADS repurposes the familiar lullaby “Nina Bobo” into an auditory wake-up call, leveraging Indonesian drivers’ habit of listening to music on long journeys. Using advanced sound design techniques proven to boost alertness, the lullaby is strategically modified to serve as a subtle yet effective safety prompt.

Spotify’s geofencing technology ensures that these alerts are automatically triggered in high-risk zones, providing timely cues to help drivers stay focused. Additionally, WAKEUPADS integrates with Jasa Marga’s navigation app, TRAVOY, guiding fatigued drivers to nearby rest areas.

Since its launch, WAKEUPADS has reached 648,000 drivers in high-risk areas along the Trans Java Toll Road, leading to a 57% increase in rest area visits near geofenced locations and raising awareness of microsleep risks, encouraging safer driving habits.

Indonesia – Oracle Corporation, the American tech giant, is reportedly eyeing Indonesia’s Batam Island for a potential cloud services centre as part of its strategy to expand its data centre footprint in Southeast Asia.

According to a Bloomberg report, which cites anonymous sources familiar with the matter, Oracle is in talks with the Indonesian government to establish a cloud services centre on Batam Island, located off the southern coast of Singapore.

Anonymous sources revealed that Oracle favours Nongsa Digital Park in Batam due to its existing data centres, free trade zone status, and proximity to Singapore and Malaysia, where the company plans similar cloud ventures. However, talks are ongoing and are subject to change.

Nongsa Digital Park promotes itself as a hub for digital business growth, offering ample electric power, tight security, and a seismic-safe topography. Spanning 166 hectares, it features developments like Turi Beach Resort, Nongsa Point Marina, Kinema Movie & Animation Studio, and a golf course, making it ideal for both data centres and tourism.

Currently, Oracle has not responded to Bloomberg’s request for comment, nor have representatives from Indonesia’s Coordinating Ministry for Economic Affairs.

Oracle already operates two cloud computing centres in Singapore and unveiled a $6.5b plan last year to establish a similar facility in Malaysia.

Indonesia – As part of its expansion in Southeast Asia, Havas has formed a strategic alliance with Indonesia-based independent agency Moonfolks, uniting Havas’ media expertise with Moonfolks’ integrated and digital marketing capabilities. 

Operating as ‘Havas Moonfolks,’ the partnership will offer a range of services, including traditional and digital advertising, social media, programmatic buying, performance marketing, creative development, and brand strategy. The collaboration aims to streamline media and creative efforts, enhancing the effectiveness and relevance of brand campaigns.

The alliance also reflects Havas’ broader strategy of integrating talent, capabilities, and platforms to streamline media and creative services. The partnership aims to enhance brand solutions by leveraging data, media, and creativity.

Additionally, the collaboration will introduce Havas’ proprietary tools and services, including Havas Market (eCommerce), Havas Play (Content & Activation), and CSA (Data & Tech), to the Indonesian market.

Effective January 6, 2025, Havas’ media team has integrated with Moonfolks, officially launching operations under the Havas Moonfolks brand.

Moonfolks will continue to operate as an independent creative and integrated agency under the leadership of its founder, CEO, and president director, Anish Daryani. Through this partnership, media and creative services will be integrated under the Havas Moonfolks umbrella.

Daryani will also assume the role of president director for Havas Moonfolks, bringing his industry expertise and market experience to drive growth and innovation. He will be supported by Stefanus Christofer (Steven) as general manager, working alongside Pankaj Nayak, the newly appointed president of SEA at Havas Media.

Under the guidance of Rana Barua, group CEO for India, SEA, and North Asia, Daryani and his team will have the resources and support needed to drive strategic decisions, align with regional objectives, and strengthen market growth.

Speaking about the alliance, Barua said, “Indonesia is one of Southeast Asia’s largest and fastest-growing markets, making it a strategic priority for us. This strategic alliance with Moonfolks marks a significant milestone in our growth journey and strengthens our position to lead with our Converged strategy, amplifying our ability to deliver impactful solutions for brands in local, regional, and global markets.”

Meanwhile, Daryani explained, “The industry has created significant complexity by separating creative and media functions into different agencies. I’ve witnessed firsthand how disconnected these teams can be, even when working on the same client or within the same holding company.” 

He added, “By uniting creative and media, we are leading the charge in challenging the traditional approach, bringing integrated agency teams together to solve business challenges for our clients. This collaboration provides a proven model that combines creative content, effective distribution, and a higher ROAS for brands. Through this alliance, we have completed our integrated model, allowing us to accelerate commerce for our clients in a way that truly drives results.”

Indonesia – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with MullenLowe agencies to launch a horror-comedy campaign targeting Gen Z in Indonesia. Amid record-breaking heatwaves, the campaign blends supernatural folklore with humour to promote Lifebuoy’s cooling body wash.

Developed by MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the “Ketempelan Dinginnya” (“Get Possessed by Coolness”) campaign puts a playful spin on “Ketempelan,” an Indonesian term for spirits that cling to people, reimagining it through a refreshing, humorous lens.

In this campaign, “Ketempelan” is reinterpreted as the lingering sensation of heat and sweat that leads to discomfort and body odour. The campaign introduces Lifebuoy Cool Fresh and Lemon Fresh body washes, which claim to provide a 12-hour cooling effect, offering relief amid Indonesia’s extreme heat.

Parnil Sarin, global brand lead at Lifebuoy, said, “The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare. The new direction for our “Ketempelan Dinginnya” campaign underscores our brand’s commitment to remain relevant to younger, active consumers, a group who is constantly on the go and who demands freshness no matter the heat.” 

“We hope to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping on Gen Z’s love for humour and the supernatural while reinforcing the importance of hygiene,” Sarin added. 

The campaign rolled out across digital platforms such as YouTube, TikTok, and Instagram, alongside out-of-home activations. 

MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia collaborated with Thai director Wuthisak Anarnkaporn and production company Factory01, infusing the film with a distinct touch of Thai humour. 

Vinay Vinayak, global business director at MullenLowe Singapore, said, “MullenLowe has been partnering with Unilever and Lifebuoy for decades. We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition.” 

Vinayak continues, “Our research uncovered a culturally relevant insight—horror comedy is a popular genre among our target audience. This inspired us to take a bold leap, redefining hygiene communication with an unexpected, humorous twist. The result? Not only a fresh, engaging narrative for Lifebuoy but also a campaign that helps the brand stand out within the hygiene category.” 

Meanwhile, Sarvesh Raikar, president—creative at MullenLowe Lintas India, said, “The key task was, how does a 90-year-old speak to the 19-year-old of today? Lifebuoy? Horror? Comedy? It was indeed a scary thought and had to be executed while maintaining a fine balance between the brand and entertainment.” 

“Our director, Wuthisak Anarnkaporn, was exceptional in understanding this and helped us weave the story, keeping the brand essentials centre stage, such as the health expert and the germs—things that are fundamental to Lifebuoy’s identity. In fact, the health expert acting in the ad has been the same person for 15 years now. Except this time, he is much cooler, sporting sunglasses! ” he added. 

Indonesia – Apple has reportedly secured local content certificates from Indonesia’s industry ministry for 20 products, including the iPhone 16. However, the company still requires approvals from other ministries before it can begin sales.

According to a recent Reuters report, ministry spokesperson Febri Hendri Antoni Arief stated that Apple has been granted local content certificates for 11 phone models and 9 tablets after meeting the necessary requirements. He added that the company still needs approvals from the communications and digital ministry, as well as the trade ministry, before it can sell its products in Indonesia.

The issuance of these certificates follows Reuters’ report last month that Apple has invested over $300m in Indonesia. Minister Agus Gumiwang Kartasasmita stated that the investment includes a software research and development centre near Jakarta and manufacturing plants for product components, including AirPods.

The minister also described the months-long negotiations with Apple as “tricky.”

“There’s a principle of justness that we’re trying to uphold. As much as it can add value to the red and white,” Agus said at a press conference, as quoted by Reuters.

Agus has not yet provided a timeline for when Apple will receive approval to sell the iPhone 16 in the country.

Apple, along with Indonesia’s communications and trade ministries, did not immediately respond to Reuters’ requests for comment. 

This agreement is a key step for Apple and Indonesia, easing tensions after last year’s iPhone ban over local content rules. It was previously reported that Apple proposed increasing its investment tenfold to $100 million—up from $10 million—to persuade Indonesia to lift the ban.

Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).

According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality. 

The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.

Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.

Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.

The research was conducted by Milieu Insight in November 2024.

“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.

David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.

Indonesia – AnyMind Group has announced an exclusive distribution partnership with ACRO Inc. to expand the reach of its Japanese lifestyle cosmetics brand, THREE, in Indonesia.

Previously available in Indonesia through department stores, THREE faced challenges with stringent import regulations, regulatory approvals, and local distribution networks. The brand now aims to strengthen its presence and tap into the country’s growing beauty market.

Through this partnership, THREE will harness AnyMind Group’s BPaaS solutions to drive data-driven cross-border e-commerce expansion, encompassing technology and operations for import handling, e-commerce management, marketing, and logistics.

AnyMind Group will support THREE’s expansion in Indonesia by providing e-commerce, logistics, and marketing solutions tailored to the local market. The company will manage sales and operations through platforms like Shopee, TikTok Shop, and Tokopedia, using its e-commerce management system, AnyX, for data-driven insights.

For logistics and distribution, AnyMind will handle importation and product fulfilment through its global logistics platform, AnyLogi, and local warehouse network. It will also support customer engagement through its conversational commerce tool, AnyChat, and influencer marketing via AnyTag, with AI-powered live commerce initiatives enabled by AnyLive.

Toshiaki Miyazaki, president of ACRO Inc., said, “We are excited to reintroduce THREE to Indonesian consumers with the support of AnyMind Group. We hope that THREE’s signature fragrances and colours will contribute to enhancing the well-being of many customers.”

Akinori Kubo, managing director of global e-commerce at AnyMind Group, added, “We are thrilled to support THREE’s Indonesian market expansion. By leveraging our technology and local presence, we aim to drive e-commerce success through a data-driven approach and innovative marketing strategies tailored to the region.”

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

Indonesia – inDrive has partnered with the Singapore-based financial group Fingular and Indonesia’s Sharia-compliant peer-to-peer lending platform Ammana to launch inDrive.Money, providing drivers in Indonesia with seamless access to cash funding through the inDrive app.

inDrive.Money aims to ease financial challenges for gig workers, who often struggle to access traditional services due to informal employment. Indonesian drivers face similar barriers, as many lenders require proof of income, pushing them toward high-commission alternatives. 

With inDrive.Money, drivers in Indonesia can access cash funding of up to 10,000,000 Rp through the inDrive app, with financing provided by Ammana. Repayments are deducted per ride at a 10-15% commission, with a repayment period of three to five months and flexible monthly installments.

Furthermore, inDrive will evaluate drivers’ creditworthiness based on ride frequency, monthly income, and other key data points, enabling its partners to provide more equitable funding terms.

Mark Loughran, group president at inDrive, shared, “We’ve already disrupted the ride-hailing industry by introducing a people-centric pricing model, allowing passengers and drivers to negotiate fares instead of relying on opaque algorithms. We are now addressing a similar injustice in financial services, where gig workers are often excluded due to legacy credit scoring models that do not accommodate their needs.”

After launching in Mexico and Colombia, inDrive.Money has expanded to Indonesia, marking its first APAC rollout. The pilot phase began in late 2024, allowing partners to refine Fingular’s embedded financing technology based on local drivers’ needs. 

Following a phased introduction in major cities, the service is now available in Pematangsiantar, Purwakarta, Sukabumi, Makassar, Ternate, Garut, Bali Island, Palembang, Bukittinggi, Surabaya, Bandung, and Jakarta.

“We are excited to support inDrive in our common mission to challenge financial injustice by offering the most accessible, transparent, and people-centric financial technologies and services,” said Maxim Chernuschenko, CEO of Fingular.

“This strategic partnership is not just about achieving immediate financial goals but is a testament to a long-term vision for the financial future, where justice, innovation, and customer satisfaction drive every decision,” added Vadim Gurinov, a Cypriot investor and strategic backer of Fingular.

Beyond this initiative, inDrive also views Indonesia as an important market with opportunities for growth in ride-hailing and urban services. The company plans to expand its offerings in the country.

Indonesia – Dentsu Indonesia and Samsonite have teamed up to launch ‘Scholar Panel,’ a noise-reducing solution made from recycled luggage waste to combat aircraft noise pollution in schools near Soekarno-Hatta Airport.

The Scholar Panel initiative is part of Samsonite’s annual trade-in program, developed in partnership with Kamal 09 Elementary School to repurpose discarded suitcases that would otherwise end up in landfills. Schools near Indonesia’s airports often experience noise levels exceeding WHO safety standards, posing risks of hearing loss and long-term health issues for students.

The Scholar Panel consists of noise-deflection panels made from over 2,000 discarded suitcases. Each panel is constructed with layered materials, including 2 cm-thick recycled luggage panels, a glass fibre-reinforced concrete board, and a steel frame. Positioned at a 30° angle, the panels help redirect aircraft noise from planes flying at 6–7.5°, reducing classroom noise levels by up to 40 dB.

The design and installation of these panels were guided by extensive research in collaboration with architects and acoustic consultants to maximise noise reduction and improve the learning environment for students.

Aldila Adininggar, senior marketing communications manager at Samsonite Indonesia, commented, “At Samsonite, we believe travel should not only bring comfort but also create a positive impact. Partnering with Dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution. Their expertise in concept and execution has been instrumental in bringing Scholar Panel to life.”

“This initiative goes beyond upcycling—it’s a testament to our commitment to sustainability and innovation, turning our trade-in program into a force for real change in communities,” Adininggar added.

Dentsu Indonesia led the development of the Scholar Panel initiative, overseeing research, design, execution, and communication strategies to support its implementation.

Since its implementation, Scholar Panel has been installed in schools serving over 2,500 students and has drawn attention from both the public and government. The Indonesian government has since committed to expanding the initiative to more schools in Jakarta and across the country. The project has also received industry recognition and media coverage, generating 975 million IDR in PR value and 101 million impressions.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, shared, “Scholar Panel is a testament to the power of creative problem-solving and collaboration. Our team immersed themselves in understanding the challenge—conducting on-ground research and analysing acoustic data to uncover the best possible approach. Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite’s discarded luggage but also effectively mitigates noise pollution. It’s a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students.”