Popular Faces on Indonesia TV Spots (2011)

STATISTICS of Advertising in Indonesia (1, 2)

Estimated total spending in advertising showed double digit increase from 2006 until 2010, even during GFC (began in 2007 and had more impact in 2008). In first quarter of this year (2011), it booked IDR 15.6 trillions (USD 1.8 billions) or rose 20% compared to the same quarter last year (IDR 13 trillions or USD 1.5 billions).

Picture 1. Advertising Spending

Tri Susanti Simangunsong, Senior Manager of Media Client Services at Nielsen Indonesia, mentioned that as Indonesia is reaching GDP up to $3,000 per capita, middle class is emerging and motorcycle and car ownership will grow aggressively. Top categories in advertising spending were:

1. Telecommunication
2. Motorcycles
3. Hair Care
4. Political Campaign
5. Cigarettes

Note: Nielsen advertising data showed that the two categories high spending were mainly to drive consumersʼ awareness and purchase intention. 

Advertising spending in media showed growth in broadsheet newspaper and television by 20% and 21% respectively. In value, spending for advertising in television (TV) was still dominant with 62% compared to broadsheet Newspapers (35%) and Magazine (3%).

Picture 2. Media for Advertising

ADVERTISING in Television

As companies advertised more in television (TV Spot), some companies didn't use Public Figure in their TV spots. However, some Public Figure remains popular as the choice of advertisers. Here are some popular faces in TV Spots:

1. Julie Estelle

Name: Julie Estelle Gasnier
Age: 22 years
Profession: Model, Actress

Product	Industry	Status
Sunsilk Co-Creation	Personal Care (Shampoo)	Brand Ambassador
Telkomsel BlackBerry	Telecommunication (Mobile Internet Package)	Model in TV Spot
Sharp Papillon	Electronics (Refrigerator)	Model in TV Spot

Recent News:

• In a relationship with Ello (an Indonesian Singer whose latest album released on July 2011)
• Starred in a movie: "Aku atau Dia" and a television drama: "Kasih dan Cinta" (RCTI)

2. Irfan Bachdim

Name: Irfan Haarys Bachdim
Age: 23 years
Profession: Soccer Player, Model, Artist

Product	Industry	Status
Pocari Sweat	Food and Beverage (Isotonic Water)	Brand Ambassador
Clear	Personal Care (Shampoo)	Brand Ambassador with Sherina
Suzuki Hayate 125	Automotive (Motorcycle)	Brand Ambassador

Recent News:

• Got married with Jennifer Kurniawan, a German-Chinese Model
• Chosen to take a part in Indonesia's U-23 Soccer Team
• Starred in an upcoming movie by Hanung Bramantyo: "Tendangan dari Langit"

3. Agnes Monica

Name: Agnes Monica

Age: 25 years

Profession: Model, Actress, Artist

Product	Industry	Status
Olay	Personal Care (Moisturizer)	Brand Ambassador
Vitazone	Food and Beverage (Isotonic water)	Model in TV Spot
Relaxa	Food and Beverage (Candy)	Model in TV Spot
KFC	Food and Beverage (Restaurant chain)	Model in TV Spot
CSL - Blueberry	Electronics (Mobile phone)	Model in TV Spot
Mito	Electronics (Mobile phone)	Model in TV Spot
Fresh Care	Personal Care (Deodorant)	Model in TV Spot

Recent News:

• Released a greatest hits album: "Agnes Is My Name" with additional new singles: "Karena Ku Sanggup" and "Paralyzed"
• Won 7 nominations in "JPopAsia Music Award"
• Won "Best Pop Female Singer" in "Anugerah Musik Indonesia" (AMI) for her song "Karena Ku Sanggup"
• Won "Favorite Female Single" in "Indonesia Kids Choice Awards" (IKCA)
• Rumored in progress to collaborate with Timbaland, and American Rapper

4. SMASH

Name	Age	Role
Morgan Oey	21 years	vocalist
Rangga Dewamoela	23 years	vocalist
Rafael Landry Tanubrata	24 years	vocalist
Dicky Muhammad Prasetya	18 years	vocalist
Muhammad Reza Anugrah	17 years	vocalist
Muhammad Ilham Fauzi	16 years	vocalist
Bisma Karisma	20 years	Vocalist

Profession: Artist (Boy Band)

Product	Industry	Status
Kartu As	Telecommunication (SIM card)	Brand Ambassador
Teh Rio	Food and Beverage (Tea)	Model in TV Spot
Sosis So Nice	Food and Beverage (Sausage)	Model in TV Spot

Recent News:

• Released 2 singles: "Senyum Semangat" and "Aku Cinta Kau dan Dia"
• Starred in a television drama: "Cinta Cenat Cenut" (Trans TV)
• Nominated in "Dahsyatnya Awards 2011" in "Aksi Panggung Terdahsyat" (translation: "Best Stage Performance")
• Four of them who are university students had to take a break from their study due to their busy schedule 
• Rumored to copy Korean Songs, but they denied the rumor

5. Dian Sastro

Name: Dian Paramitha Sastrowardoyo

Age: 29 years

Profession: Model, Actress

Product	Industry	Status
L'Oreal	Personal Care	Brand Ambassador
Nature-E	Health Care (Food Supplement)	Brand Ambassador with Sherina
Samsung	Electronics (Refrigerator)	Model in TV Spot

Recent News:

• Gave birth to her first son from her first and only husband, Indraguna Sutowo (a businessman). Her son's name is Syailendra Sutowo.
• Become a model in a TV Spot for Samsung's refrigerator although she was pregnant.

6. Nidji

Name	Age	Role
Giring Ganesha	28 years	vocalist
Muhammad Ramadista Akbar	27 years	guitarist
Muhammad Andro Regantoro	27 years	guitarist
Andi Ariel Harsya	27 years	bass
Muhammad Adri Prakarsa	28 years	drummer
Randy Danistha	27 years	keyboard

Profession: Artist (Boy Band)

Product	Industry	Status
Honda Absolute Revo	Automotive (Motorcycle)	Brand Ambassador
Djarum Coklat	Food and Beverage (Cigarette)	Brand Ambassador
Kopiko	Food and Beverage (Candy)	Model in TV Spot

Recent News:

• Released an MV: "Jangan Takut" (directed by Rizal Mantovani)
• Prepared a new album that will contain songs both in Indonesia and English. It was planned to be launched in Indonesia (by Musica Studios) and Australia (by Sex Pistol).
• Scheduled to have a concert in Hong Kong

7. Sherina Munaf

Name: Sinna Sherina Munaf

Age: 21 years

Profession: Artist, Actress, Model

Product	Industry	Status
Maybelline	Personal Care (Skin Care)	Brand Ambassador
Clear	Personal Care (Shampoo)	Brand Ambassador wih Irfan Bachdim
Nature-E	Health Care (Food Supplement)	Brand Ambassador with Dian Sastro
Nokia X6	Electronics (Mobile phone)	Model in TV Spot

Recent News:

• Released an MV: "Cinta Pertama dan Terakhir"
• Took part in a charity concert: "Artistes 31 Love Beyond Boders" in Victoria Park, Hong Kong (invited by Jackie Chan)

Sources:
1. Indonesian Ad Spend Surges 23%, TV Viewing on the Rise as Well
2. Q1 Ad Spending Hits Rp 15t As Cars, Formula Milk Rise
3. Nielsen AGB
4. Wikipedia
5. KapanLagi.com

Indonesia to Enter The Golden Moment

Author's Note 
This is a re-formatted article. The original article is:
Achieving Indonesia’s golden moment of economic growth
published by The Jakarta Post
on 7 August 2011
by Kiki Verico

Background

In the article, golden moment (of economic growth) referred to a period of time when a country's real economic growth is higher than its inflation rate.

World Development Indicator (WDI) data shows that the more developed countries experienced golden moment:

• USA: about 6 years (1960-1966)
• Japan: about 10 years (1960-1970)
• South Korea: about 8 years (1982-1990)

Statistics
Statistics of Indonesia's Real Economic Growth and Inflation in selected period is as follow:

Period	Real Economic Growth	Inflation
1965 - 1970	5.40%	284%
1995 - 2000	13%	58%
2000 - 2005	4.80%	8.40%

Event in:

• 1965 - 1970: Transition From Old Order to New Order. 
• 1995 - 2000: Global Financial Crisis and Transition from New Order to Reform Era
• 2000 - 2005: Post Global Financial Crisis

In graphical presentation:

Picture 1. Real Economic Growth vs. Inflation

Based on the summary above, Indonesia has never experienced it since its independence day on 1945 (inflation was always higher than real economic growth). To achieve golden moment, Indonesia needs to preserve, in average, about 8% real economic growth rate and 4% inflation rate for 10 years continuously.

Forecast

If the general election in 2014 goes smoothly, Indonesia will have an opportunity to achieve golden moment between 2016 and 2026 when (it is expected that) income per capita is shifting from middle to high-income earning country (more than USD 10,000 per capita per year).

The Green Robot Crushed Pacific Place

Picture 1. Queuing Line

Samsung Galaxy S2 was launched on 23 July 2011 in Pacific Place Mall, Jakarta. The cashier was opened at 8 AM, but customers had waited hours before. The queue line was closed at about 1:45 AM (about 6 hours before the cashier was opened) because the queue had reached 1,200 customers which was the quota for launching event (1).

Background

In Indonesia Samsung used to famous for it's TV products which are considered to have attractive value for money. It is common for a company from developing countries like South Korea to target price-sensitive consumers by offering similar product with cheaper price than its Japan or Western counterpart, not the high end segment.

Now Indonesian customers have different perception for Samsung. A recent research about "Most Searched Mobile Phone in Yahoo Indonesia" (as of June 2011) showed the result below (2):

1. Apple iPhone
2. Samsung Galaxy S2
3. Nexian Champion
4. Nexian Tap
5. Nokia 6600
6. Nexian Cappuccino
7. Hape Esia Connect
8. Nokia C5
9. Nokia C3
10. BlackBerry Onyx

Samsung product was on the list and even placed in no. 2. Moreover, Fabiant Kayatmo, Samsung's Product Marketing Senior Manager HHP Bussiness Department, claimed that based on May 2011 data (Indonesia), Samsung's market share in Android smartphone market was 78% and in tablet market was 60% (3).

Factors
The success of Samsung in Indonesia is caused by various factors, some of those are:

1. Shifting Mindset

Nowadays various mobile phones sold in Indonesia use Android as the Operating System (OS), such as phones from Samsung, LG, Sony Ericsson, Motorola, and HTC. The word "Android" or the the green robot logo is commonly used in each product's marketing materials. As those mobile phone companies push the product to Indonesian market through various distribution channels, marketing campaigns, and public relation efforts, Indonesian customers are aware that "Android OS is used by various companies". Furthermore, Android in Mobile Phones becomes like Windows in PCs. Hence, in choosing mobile phones, version of Android OS used and specification of the phone become as important as the mobile phone brand to be considered.

2. Korean Wave

Korean Wave is a term that indicates Korean Culture becomes a trend around the world, including in Indonesia. Some of the indicators are:

• Local television networks are broadcasting Korean Drama. As an example, on 25 July 2011 Indosiar started broadcasting Korean Drama Dream High. On 15 July 2011 "Dream High" was trending and reached 8th in World Wide Twitter trending topics. It successfully gained attention in Indonesia and as more and more people tweeted about it, it ended up in the list (4).
• Concert of Korean Artists in Indonesia. As an example, on 4 June 2011 the first KIMCHI (Korean Idols Music Concert Hosted in Indonesia) was held in Istora Senayan, Jakarta. The pre-sale ticket was scheduled on 17 April 2011 at 10 AM in Grand Indonesia, Jakarta, but people started to queue from 3 AM on the day, so by 8 am the lowest grade tickets allocated have been sold out (5).

Lee So Man (founder and CEO of SM Entertainment) explained 3 steps process of SM Artists to go global on 11 June 2011 in SM TOWN Writers and Publishers Conference, Paris (6):

1. Exportation of cultural products, e.g.: BoA and TVXQ’s advancement into Japan.
2. International collaborations, e.g.: The collaboration between KangTa and Taiwanese singer Vanness Wu.
3. Globalization, there is a tag "made by", such as "made in Korea, and also "made by SM".

Now the strategy mentioned above has given some results: popularity and positive image of Korean culture. It is also build the image of Korean products, including Samsung products.

3. Samsung Marketing

As Korean Wave is surging around the world, including in Indonesia, local marketing efforts become global marketing campaign because people are watching what is happening in Korea, such as:

• Samsung sponsored Korean drama and in exchange Samsung's products are used in the drama. Now, not only Korean, people in many countries also watched the drama as well.
• Samsung used a Korean artist to endorse its product. As the fans in many countries searched and read news about the artist, they knew about the product as well.

Samsung exports its products to Indonesia, but it also produced some in Indonesia (not only for local consumption, but also for export to other countries as well). Its subsidiary in Indonesia managed its marketing campaign, but with Korean Wave, marketing campaign in Korea will also give impact to Indonesian customers.

Sources:
1. Antrian Samsung Galaxy S II Hebohkan Pacific Place
2. 10 Ponsel Paling Banyak Dicari di Yahoo
3. Samsung Klaim Rajai Pasar Android Indonesia
4. KBS Drama ‘Dream High’ Trends On Twitter
5. Tiket Konser Boy Band Korea Ramai Pembeli
6. Lee Soo Man outlines SM Entertainment’s three stages of globalization