Travel with Indomie - Concept Proposal

Experience Indonesia in the comfort of your own home
Kezia Joy Christni G20200129 BADM1 | Context Studio 1

WHY TOURISM?
Tourism in Indonesia is known as an important component of their
economy. As a result of the decreasing number of tourists coming in
because of the pandemic, Indonesia experienced an economic crisis.
This creates the opportunity to push creativity limit on how to
promote tourism spots in Indonesia while still following the safety
measures that are implemented.
INDOMIE
BACK GROUND
Indomie continuously brand themselves as a brand that has a high sense
of nationalism. Indonesia is known as a country with diverse cultures. In a
way, the message that Indomie is trying to convey is that while Indonesia
is very diverse in culture, the people are united and have similarities, one
of it being their taste in Indomie.

INDOMIE'S
UNIQUE SELLING POINT
Indomie Selera Nusantara
Flavours inspired by unique Indonesian culinary delights in a series
called “Indomie Nusantara”. The flavors of the noodles are made
based on the famous culinary located in different cities in Indonesia.
There is a total of 12 different flavours from 12 different cities in
Indonesia.
Ex.
1. Indomie Goreng Cakalang - from Manado
2. Indomie rasa Coto Makassar - from Makassar
3. Indomie rasa Mi Kock Bandung - from Bandung

TARGET AUDIENCE
PRIMARY - YOUNG WORKING ADULTS
Individual consumers (age 20-35 yo)
Time restricted people who can’t afford many holidays and have to
struggle with the choice of travelling before saving money or saving
money before travelling
Young working adults are usually backpackers when they travel.
Backpacking is known as a form of low- cost, independent travel,
and they only carry all necessary possessions in a backpack. It is a
form of youth travel, primarily undertaken by young people.
Why they travel?
- to experience something unfamiliar and leave with new skills or
knowledge
- to explore (culinary and new environments)
DEMOGRAPHICS
- Active on social media and is able to share and build momentum
around the campaign
- Seek experience and brands that are real and authentic
- Grow up surrounded with technologies
INSIGHT
- People rely on technology to entertain themselves
- People travel to immerse themselves in a completely different world

CASE STUDY 1
Stockholm Art Week
Stockholm is Your Canvas
Take in a selected number of artists' work on one wall at The Thiel
Gallery. Or get a real time 3D experience all around town. This app
will bring Stockholm's art scene to life. All you have to do is to keep
an eye out for the Stockholm Art Week symbols. The initiative
'Stockholm Is Your Canvas' lets anyone submit their art and have it
displayed in the official catalogue with augmented reality. Whenever
you find a symbol just open the app on your smartphone. Then tap
the Stockholm Is Your Canvas button, point your phone’s camera at
the symbol and voilà – an artwork will appear on your display!
Ambient advertisement created by M&C Saatchi, Sweden for
Stockholm Art Week, within the category: Recreation, Leisure.

CASE STUDY 2
Coca-Cola
Coca-Cola's AR-activated cans aim to give consumers a more
immersive experience with brand-themed content, turning its
packaging into a source of entertainment aimed at appealing to
people of all ages.
Coca-Cola cans marked with scannable codes activate augmented
reality (AR) experiences that tell a narrative in 2019. Each story
centers on a minor conflict among animated characters who
exchange lighthearted banter before resolving their differences by
sharing a Coke.
Coca-Cola worked with Ogilvy Mexico and visual effects developer
Timber to create the AR campaign.

SINGLE MINDED PROPOSITION
EXPERIENCE
INDONESIA
IN THE COMFORT OF YOUR OWN HOME

PROJECT OVERVIEW
Idea
The idea is to let people experience travelling to different cities in
Indonesia in the comfort of their own home by using 4 out of the 5
basic senses that humans have.
By associating Indomie’s different culinary flavors with its city’s
tourism spots, it is hoped that consumers are able to get a
wholesome travel experience. This project will also encourage
people to actually travel to those holiday destinations once the
restrictions of traveling is lifted.
Objective
To promote tourism in Indonesia by giving consumers the complete
travel experience in the comfort of their own home.

HOW IT WORKS
The 4 Senses
Sight = Augmented reality of tourism spots
Taste and Smell = Indomie
Hearing = Locals explaining the history of tourism spot in their own
dialect (subtitles would be provided) while using the AR

DELIVERABLES - MAIN
Augmented reality
Augmented reality (AR) offers an excellent selling experience and
augmented environments, which can be enhanced in diverse ways in
the tourism sector
Images are shown for visual aid purposes only

DELIVERABLES - SUPPORTING
Copy Writing
Get the community to contribute and create content from ground
level by providing narratives using the city’s dialect which will be
read out by the locals (subtitles will be provided).
Repackaging
Creating new packaging design of a total of 12 different flavours in
a bundle to support this campaign.
Images are shown for visual aid purposes only

DELIVERABLES - ADDITIONAL
- Social Media Marketing
- Print Ads
Images are shown for visual aid purposes only

USER EXPERIENCE
ex: Indomie in Soto Betawi Flavor
1 2
3
Buy Indomie in soto betawi flavor
(from Jakarta)
Cook the Indomie
While waiting, scan the QR
code to access the
augmented reality feature
4 5
Eat your Indomie while
exploring Monas using the
AR feature
Listen to the history of
Monas to further enhance
your travel experience
*Tourism spots would be adjusted according to the city where the culinary is from

TIME LINE
Concept Proposal
Learning Agreement
Concept Board
CPJ
Feedbacks
Concept Exploration
Consulations
Art direction Exploration
Feedbacks
Sketching of Execution
Consultations
Packaging Execution
WEEK 5 WEEK 6 WEEK 7 WEEK 8
WEEK 9
WEEK 10 WEEK 11-12 WEEK 13 WEEK 14- 16
WEEK 17
Feedbacks
Start on Copy Writing for the Narratives
Consultation
AR prototype
Recording of Narratives
Feedbacks
Prototype
Other Additional Deliverables
Refining Main Devliverables
CPJ
Submission

CONCLUSION
With this project, it is hoped that consumers are able to get a wholesome travel experience. This project will
also encourage people to actually travel to those holiday destinations once the restrictions of traveling is lifted.

THANK YOU