Jakarta Monorail Advertising Campaign
Posted on November 12, 2013
Being stuck in traffic for hours is a common phenomenon for people living in Jakarta, Indonesia. With the planned monorail system to be built by 2016, the awarded agency, XM-JWT, was tasked to execute a campaign to convince people of all economic levels within Jakarta that the Jakarta Monorail will ease traffic congestion and help people move again.
Being stuck in traffic is a commonly accepted reason (or excuse) for being late for meetings in Jakarta. The Ngaret culture affects economic productivity and disrupts work schedules for many people as it slowly becomes the norm.
“Ngaret” is a colloquial expression in Bahasa Indonesian, which translates to “being late”, or “not being on time.” A dangerous notion to have when people develop the habit of being late without making an effort to be early.
Private transport ownership is extremely common in Jakarta and few would rely on mass public transportation such as public or private buses. A monorail system is expected to provide alternative public transport for the city’s population of 10 million who commute to work every day. PT. Jakarta Monorail, the company incorporated for the monorail project, entrust all activities related to branding, advertising, events, public relations to XM-JWT, a merger between digital agencies JWT Jakarta and XM Gravity.
The Jakarta Monorail project was halted in 2008 after running into contractual disagreements and financial problems. It has not been easy restoring public confidence since. Hence, in order to encourage public participation, a naming competition was organized and opened to members of the public. The project recommenced on October 16, 2013 with a new name: JET, short for Jakarta Eco Transport. According to the official website, the winner, Mr. Fahrur Rozy, was awarded a lifetime free pass for monorail rides, advertising exposure, shopping vouchers, and an iPad Mini.
The traffic in Jakarta has been a hot topic of debate for the public and many are hoping the re-initiated project will help ease the traffic in Jakarta once the transit system starts to operate monorail rides with an estimated initial capacity of 274,000 passengers per day.
The MOVES campaign idea translates into an iconic design element in the form of a ‘line of motion’. “The idea was inspired from how the campaigns that have managed to become iconic with the use of very simple elements. Hopefully, whenever and wherever people saw this print ad campaign, they are reminded about the upcoming Jakarta Monorail,” said Iswanda Mardio, Senior Art Director at JWT Jakarta.
Unlike most conventional advertising campaigns that have specific target audiences, the MOVES campaign targets all socioeconomic levels in Jakarta. This includes teenagers, security guards, musicians, nurses, and families. Therefore, the distinctive ‘line of motion’ is made as simple as possible in order to be widely applicable in multiple collaterals and with different models representing a particular working class or demographic.
The copy in each print ad matches the model represented there. In one example, “MOVES free time with your baby”, harbors an aspiration for the Jakarta Monorail: the less time spent in traffic, the more time you have with your family.
The campaign copy centers on benefits that people will experience with the new transit system. “As such, the print ad indicates increase patient comfort tied to the image of a nurse. With the Jakarta Monorail, nurses are expected to reach the hospital quickly, so they can provide more comfort for the patient. And the effects are different for each citizen represented in Jakarta,” said Marsha Savira, Copywriter at JWT Jakarta.
The MOVES campaign went live in June 2013. A public exhibition was held in conjunction with the celebration of the 486th anniversary of Jakarta city. The MOVES campaign also included both offline and online channels such as Facebook, Twitter, the official website, print ads in various mediums, and a television commercial (TVC) aired on various local TV channels.
The TVC used an interesting technique to contrast its print ads. The TVC begins with a freeze frame of the setting showing no movement but zooms out later to show the monorail moving despite all this stillness. The Camera Mapping technique applies multiple photographic images to represent a 3D environment, creating depth and dimension. The TVC emphasized the core message of helping the city move again.
A public service campaign in Jakarta needs to be executed succinctly. “If the message reads ‘Do Not Litter’ on a banner, it would not discourage me from littering,” said Ilham Pradwito, Art Director at XM-JWT.
“A great combination of art and copy is necessary in all public service communications. Though the core message could mean the same thing, a delivery emphasizing values and benefits can have a very different impact on the audience,”
said Chandra Wijaya, Chief Strategy Officer at XM-JWT. Without too much bell and whistles, the Jakarta Monorail MOVES campaign has indirectly become part of the historical development of the city, which is expected to celebrate its 489th birthday in 2016.