Brand: Presidential Candidate 01: Jokowi-Amin
Lead Agency: Berakar Komunikasi
Indonesian Presidential Election 2019 is a rematch between incumbent Joko "Jokowi" Widodo and his long-time rival former Army General Prabowo Subianto. Jokowi has made many achievements during his time. However, his electability was attacked by pessimism, hatreds, and false accusations. Feuds between their supporters overflowed from media into real life. It had become the most polarised Indonesian election ever. We believe an election is a festival of democracy that should not accommodate hatred.
Our challenge: How to win Jokowi's electability and at the same time keep the election as the festival of democracy?
Our primary target was Indonesian Youth (17-35 years old) who were actively involved in various creative industries and support Jokowi's cause. They have access to digital and mobile technology, also have ability to inspire and influence people. Our secondary target is all Indonesian who is eligible to vote. That's why we applied 12 archetypal psychology by Carl Jung. And we create 4 narratives that meets their basic psychological needs.