What if we used JKT48 for sports marketing...

Indonesia, an emerging industrial nation with a population exceeding 200 million. While 28 million people are concentrated in the metropolitan area, the capital city of Jakarta is a rare major city globally lacking a developed rapid transit system. According to Jakarta's Transportation Agency, of the 9.9 million vehicles—cars, motorcycles, trucks, etc.—clogging Jakarta's roads on weekdays, 2 million come from neighboring municipalities like West Java and Banten heading into the capital.

 

While severe traffic congestion is a daily reality in Jakarta, this very situation presents a favorable environment for Out-of-Home (OOH) media, one of the oldest forms of advertising. It offers high visibility opportunities and extended dwell time, further expanding business potential in frequently visited locations such as malls, transportation hubs, and sports venues.

OOH with high visibility and exposure time amid traffic jams

 

Moreover, Indonesia's large population makes it an attractive market, especially for companies dealing in consumer goods. In fact, consumer goods accounted for 33% of total advertising expenditure in 2013, ranking first. In terms of media penetration, television leads at 33%, followed surprisingly by OOH media at 25%.

Posterscope Indonesia is the local subsidiary of Posterscope, a UK-based global media agency specializing in OOH. By leveraging data, technology, and talent based on insights into what people think and feel outside their homes, Posterscope delivers creative and quantitative OOH solutions that drive innovation for its clients' businesses.

Posterscope possesses a system that automatically aggregates extensive market data, such as population and regional statistics. Its significant strength lies in the ability to gain detailed insights into consumer behavior patterns through the analysis of this data. Furthermore, the Outdoor Consumer Survey (OCS) serves as a crucial tool for identifying target consumer profiles across Indonesia and deriving detailed awareness of specific brands among target demographics.

In 2014, Dentsu Inc. launched the "Dentsu Capability Roadshow" in countries where Dentsu Aegis Network (DAN) has offices. The Indonesia event took place on September 10th, gathering representatives from various industries. Nearly 500 DAN Indonesia employees and executives participated, and most were visibly impressed by Dentsu Inc.'s capabilities. It reexamines innovation, technology, and creativity from a fresh perspective, achieving things unimaginable through conventional means. Its impact remains a topic of discussion and has been adopted as a new ethos for DAN Indonesia.

Among the many themes, Poster Scope Indonesia was particularly interested in sports marketing. Sports marketing is actually a field deeply connected to the OOH business. How are they connected? Because most sports take place in public spaces, they provide opportunities for a larger audience to see advertisements. Naturally, sports are also growing in Indonesia. According to DAN's Consumer Connection Survey (CCS), approximately 75% of men aged 15-34 list "sports" as a hobby. This result demonstrates the potential for sports in Indonesia, especially in major cities like Jakarta and Surabaya.

Meanwhile, Poster Scope Indonesia views the local idol group "JKT48," derived from AKB48, as unique and important content. JKT48 has over 3 million fans in Indonesia, a figure signifying significant potential. Given their fanbase, these idols must be healthy and slim. What if such idols became ambassadors for sporting events, representing a healthy younger generation? This wouldn't just be an event; it could evolve into a health movement engaging Indonesian youth, creating a major impact.

JKT48, immensely popular in Indonesia

 

Over the past five years, numerous marathon events have been held in Indonesia, becoming increasingly creative with each iteration and attracting ever-growing numbers of participants. The reason? "Living a healthy life is everyone's dream (goal)." People living in big cities, especially, are desperately trying to get healthier. These individuals represent an ideal target audience, yet they are also a segmented, untapped market, making them perfect for bold, proactive campaigns.

For example, imagine proposing a "JKT48 Fun Run" (Run with JKT48!) concept for a city marathon. Using social media, we'd call out to over 3 million fans nationwide: "Join the movement to spread health initiatives from your hometown!" This would be a marathon relay connecting cities. In each city along the route, several JKT48 members would run alongside local fans. At the finish line in Jakarta, the entire group would appear, completing the marathon together with their fans.

In the creative field, opportunities abound to connect via social media through games, apps, sports events, merchandising, and live concerts. By appointing JKT48 as ambassadors for the health movement, sponsorships can be secured. Potential partners include health drink companies, telecom providers, sports equipment manufacturers, apparel brands, healthy snack makers, financial institutions, and convenience stores.
Such initiatives align with the government's policy of fostering healthy youth. With DAN as the proposer, there are various benefits in PR and marketing.

Additionally, exclusive partnerships can be formed with television, radio, and print media. Naturally, digital capabilities will also be leveraged. Precisely because JKT48 has already forged bonds with fans through social media, viral marketing techniques can be expected to drive significant reach. This also presents a major opportunity for Poster Scope Indonesia. Supporting the movement itself through traditional OOH during a set campaign period, combined with digital OOH (LED signage) and hyperspace media (a blend of traditional methods, technology, digital, and social media), will likely engage even more people. Furthermore, DAN's specialists introducing Japan's cutting-edge technology should deliver an unprecedented, unique marathon event.

In this way, combining Dentsu Inc.'s cutting-edge technology, creative expertise, and sports marketing know-how with DAN's OOH, digital, activation, and creative specialists creates synergies that enable us to deliver optimal proposals to our clients.