Category : Best CSR Communications Name of Brand : Dulux Akzonobel Name of Campaign : Color of Jakarta Name of Agency : IMOGEN PR
Challenge
AkzoNobel has always been trying to bring more colour to the urban city life through the Human Cities Initiative where AkzoNobel focuses on several aspects of the urban life such as heritage, transportation, education and sports, sustainability and colour. In 2016, AkzoNobel starts the AkzoNobel Colour Project in several cities in Indonesia including Jakarta, Bandung and Surabaya. This particular project aims to add more colour to the urban city live of Jakarta through re-painting the Kota Tua (Old City), a complex of museums showcasing the Dutch-Indo heritage and was once served as the pivotal building of old Batavia. Kota Tua Jakarta is known as one of the tourist attraction in Jakarta, but people are not willing to visit this area since the buildings look obsolete and the lack of architectural building restoration from the local management. Many historical buildings were left abandoned.
The re-painting process itself is divided into several stage, with the first stage oversee the re-painting of Jakarta History Museum, Museum of Fine Arts and Ceramic and Kota Intan Bridge. The second phase of re-painting would oversee the work done on Museum Bahari and Museum Wayang and extend to other parts of Jakarta where shelters and cross-bridges, flyovers as well as underpass given a fresh coat of paints. As part of the initiative, AkzoNobel will also be collaborating with Transjakarta to add four double decker busses to its current fleet of Jakarta City Tour Bus in an effort to encourage more tourists to learn about Kota Tua and other tourism sites in Jakarta.
STRATEGY
Part of AkzoNobel’s Human Cities commitments that focuses on the key areas of colour and heritage. Human Cities is AkzoNobel’s way of engaging cities and communities all over the world, to use our coatings expertise to improve lives. We created some strategies:
- Strengthening the Human Cities Initiatives through co-operation with local government.
Imogen was creating plan, strategy, ideas, including identifying issue in industry and building also maintaining relationship with local government and stakeholders. Following up every regulations and plan of Jakarta’s local government.
- Collaborating with local communities to raise awareness and knowledge of Human Cities Initiatives.
Imogen also building relationship with Jakarta Photograpy and Architecture community to broaden the awareness and knowledge of the audience about the vision and the mission of Akzonobel to bring more color to Jakarta as city with sustainable living.
EXECUTION
The Color of Jakarta launching event held in Kota Tua that attended by the governor of Jakarta, Basuki Tjahaja Purnama followed up with painting ceremony together with Jun De Dios, President Director of ICI Paints Indonesia and Jeremy Rowe, Managing Director of Akzonobel Decoratives Paints South East & South Asia and Middle East.
After the opening session, followed up with talk show session in press conference event with the government of Jakarta, Akzonobel represtentatives, and also local government. The event itself has attended by 80 media (printed, online, magazine, and local media). It also attracts people around the event to participate and witness the agreement of Akzonobel with the local government to revitalize the Jakarta Old City area.
RESULT
Akzonobel Color Of Jakarta was held in Kota Tua, and this project has gained 161 coverage across printed and digital media with over than 450,000 PR Value in USD.
This event was covered by 1st tier key media such as Jakarta Post, Kompas, CNN Indonesia, Jawa Pos, Tempo, Detik, Tribun, Republika, and many prominent media. Kompas and Jakarta Post are two of the biggest media with national circulation.
Since the content is strong as well as the key note speaker who attended the event, we have successfully invite national scale television. Metro TV, SCTV, Trans TV, Trans7 were covered and spread the news. This campaign greatly influence and bring more color to the urban life while also revitalize the heritage, creating a common identity as Jakartans. Through this project, more tourists are eager to explore tourism spots in Jakarta.
