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.