PT KapanLagi Youniverse: How digital strengthens TV programs (Lift Up Liga Dangdut 2 Program)

TV talent show Liga Dangdut created a mobile-friendly digital campaign to boost participation and awareness of the programme in Indonesia.

Campaign details

Brand: PT KapanLagi YouniverseLead agency: PT Kapanlagi YouniverserCountry: Indonesia

Strategy

Objective

LIDA (liga Dangdut) is the biggest talent hunt on TV (dangdut category) held by PT Indosiar Visual Mandiri. This campaign Objective is to drive high awareness and get more participant thru digital (provided by KLY). Previously it was ran only with TV promotion and massive on ground activities, and it's demand high cost. The challenge is short cut the process and deliver the high impact thru digital.

Target Audience

Most of them is mid-low market audience. sub urban (second city). Passive digital...

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