A World Without Go-Jek
Pattern
Pattern
IN A WORLD WITHOUT GO-JEK
Hordes of Commuters Wait,
Ojek Drivers Abandon Their Posts and
Alone and Frightened,
Form Post-Apocalyptic Gangs.
For Rides That Will Never Come.
That’s not synergy. That’s the wrong kind of community.
Packages Go Undelivered As Offices Descend Into
Delicious Food Goes Undelivered,
Anarchy and Cannibalism.
Unloved, and Uneaten.
That’s not the future of commerce.
That’s not the future we were promised.
HORROR
A WORLD WITHOUT GO-JEK
ANARCHY
NO-JEK.COM A World Without Go-Jek In honor of Go-Jek’s 4th anniversary, NO-JEK is a digital campaign aimed at asking one question: what would Jakarta look like without its most helpful transportation service? How does a city that has become used to having the most competent multi-purpose delivery service a few clicks away now deal with returning to the status quo? NO-JEK is a primarily comedic concept, delivered through a parody news site emulating such viral giants as Buzzfeed, Upworthy, and ViralNova. It is presenting a very real economic and cultural truth in a way that isn’t heavy-handed and overly-sentimental. It will aim to cut across all demographics and economic levels with a central message: whether you realize it or not, Go-Jek has become an integral part of life in Jakarta.
PROJECTED DESOLATION AND UNCONTROLLABLE SADNESS OF GO-JEK-LESS WORLD
SAMPLE ARTICLE CONCEPTS CAMPAIGN MESSAGING GOALS Transitioning Go-Jek public perception from trend to a fact of life. Positioning Go-Jek in the country’s mind as the already-perceived winner of the ojek wars. Highlighting how Go-Jek will transform Indonesia’s informal economy. Turning Go-Jek into a staple rather than an occassional tool. Giving the entire country a good laugh with relatable comedic content.
The NO-JEK Social Campaign Forget just Asia -- on Planet Earth, there may be no place that is as socially wired as Indonesia. Start with the universal adoption of Facebook, add in the insane embrace of Instagram, and then toss in messaging apps like LINE for good measure; Indonesia breaks the internet. The idea for the social media campaign would be to play with the tropes of social sharing based on the medium they’re being applied to. Facebook would be full of heart-tugging testimonial stories and memes, Instagram would be awash in high-contrast angst, and the messaging apps would be nothing less than horriďŹ c, slang-heavy warfare. NO-JEK would adapt for all of these, creating a social campaign that appeals to as many dierent markets as possible, as authentically as possible. We want everyone to have a laugh and prove the universality of Go-Jek across all socio-economic areas.
NO-JEK is about redefining the conversation with Go-Jek’s competition. It is about the triumph of creativity and ingenuity -a trademark of everything that Go-Jek has done thus far.
Campaign Deliverables NO-JEK.com, the campaign hub and website Coordination of a social media campaign introducing, explaining, promoting, sharing, and building upon the campaign All of the copy and design work as needed for the campaign Creation of weekly eDMs targeting Go-Jek’s user base, Jakarta’s tech and business press, and assorted cultural inuencers Development of campaign collateral pieces including stickers, t-shirts, totes bags, and other collateral as needed
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Percolate Galactic is a digital and experiential marketing lab based in Jakarta, Indonesia. Like the durian in our logo, Percolate Galactic aims to create experiences that people simply never forget. wearepercolate.com