Presidential Candidate 01: Jokowi-Amin: Creation Is Prayer, Projection of Hopes and Optimism to Win Presidential Election


Campaign Summary

To inspire supporters and maintain a positive environment, the presidential campaign of Joko "Jokowi" Widodo invited fans to participate in a public art project that spread support for Jokowi and celebrated the democratic process.


Objective and Context:

The 2019 Indonesian presidential election was a rematch between incumbent Joko "Jokowi" Widodo and his long-time rival, former Army General Prabowo Subianto. The goal of the campaign was to support Jokowi's reelection bid while also maintaining a positive, respectful atmosphere.

Target Audience:

The primary target was Indonesians 17 to 35 years old who supported Jokowi.

Creative Strategy:

Karya Adalah Doa (Creation Is Prayer) was a creative movement meant to mobilize Jokowi's supporters through inspirational art that depicted the possibilities of Indonesia's future and celebrated the diversity of Indonesia's people.


Overall Campaign Execution:

Jokowi's fans were invited to contribute art to Karya Adalah Doa as a way to express their support creatively and positively. Voters could create art to support Jokowi online (DIY templates, mobile apps, and video) and offline (photo booths, out-of-home, and experiential art installations). They could then upload high-resolution files of their work to the campaign for it to use as marketing materials. New pieces of art were shared immediately after political and national events via social media and messaging apps.

Mobile Execution:

To further reach millennials, Jokowi's campaign produced 10 episodes of Cerita Nesia, an animated series on Instagram, to illustrate the difference between the two candidates. The campaign also produced two animated music videos of the campaign anthem that were distributed via mobile channels.

Results (including context, evaluation, and market impact)

The campaign earned more than 175 million social media impressions and gained more than 34,000 followers. Over 700 pieces of art were uploaded and were then downloaded by more than 17,000 people. Voter participation increased to 81 percent of the Indonesian population and Jokowi won the election.

Categories: | Industries: | Objectives: Social Impact/Not For Profit | Awards: X Finalist