PASAR SENI ITB 2014

The Largest Art & Crafts Festival in South-East Asia. Using Institut Teknologi Bandung as the whole venue, approximately massive 500.000 people coming from Bandung, Jakarta, Yogyakarta, Bali, and other major cities in Indonesia, and other countries as well as Singapore, Japan, or Arizona attended.

I lead the publication division as well as planning and managing the whole marketing strategy, promotion content, and distribution through social media, print ads, videotron, and media partners.

SARAH SOEPRAPTO BRANDING AND COMMUNICATION DIRECTOR(CHIEF PUBLISHING OFFICER) January 2014 - November 2014

BRANDING #1 Visual gimmick

The idea of this gimmick was surprisingly, spontaneously developed . One of the photographer sketched and photographed it, I thought it will be viral if it’s treated like a gimmick. and so we redesign the graphics and then printed 10.000 of them.

23-11-14 was Pasar Seni ITB’s event date, we want people to remember the date like it’s a very special date by unconsciously exposing it in subtle way, it was a part of our social engineering plan.

This gimmick succesfully gained massive attention as its get photographed with some popular icons like Ridwan Kamil, Shareefa Danish of Rumah Dara, Bisma of Smash, Candil of Seurieus, and other popular icons.As it gained its massive success, it immediately gets imitated by some random events like Java Jazz or Charity.FM.

BRANDING #2 visual asset

Visual creation on Pasar Seni’s posters created by mimicking Indonesian mask, deconstructed from the grand narrative of Pasar Seni, “The Existence”.This visual branding tries to resemble “The Existence” someone who wants to be seen, wants to be known, wants to be popular, as “The Existence” resembles many of young people nowadays who lives in the age of social-media.The visual assets were created by graphic designer team, and I am playing my part in making the grand-narrative of the visual branding, character of “The Existence” including color pallettes.The visual asset created like they’re craving to be seen. Contrast of bright colors, overwhelming ornamental uses, abstraction of figure and faces, etc.

All of the event posters was supposed to be connected when sticked together and juxtaposed, gaining the visual effect of massive installation.

BRANDING #3 Copywriting

Not only visual, the whole copywriting tone and manner of Pasar Seni ITB is responding grand-narrative “The Existence”.

Copywriting tone and manner Pasar Seni ITB 2014 is basically mimicking news headlines nowadays that were intriguing but were misleading, and are “Koran Lampu Merah” like. They don’t care about the truth and facts, they only care about how many people reading their news. Pasar Seni’s copywriting tone and manner is all about recreating those tendencies in their own way.

PRINT ADS#4 Pikiran rakyat

Pasar Seni ITB have massive number of media partner, especially print ads, i forget how much because it was too many. But this one is special.

After one difficult negotiation process, we have succesfully dominated a whole newspaper for one day. 2 spread, 4 pages, literally.

Pikiran Rakyat is the leading newspaper brand in Bandung, and their headline on November 23, 2014 is not only ‘Pasar Seni’, their headline is that they CHANGED their headline for Pasar Seni along with another full spread of venue map, rundown and parking lot map.

CAMPAIGN#5 AUGMENTED REALITY

Pasar Seni ITB 2014 utilized technology and Mata-Mata Pasar Seni: Augmented Reality is one of them. Mata-Mata Pasar Seni is a mobile app that allows you to ‘meet’ the mascots of Pasar Seni on your mobile phone using the app to scan some of promotion gimmicks. 3D animation popped out, then you could capture and share it on your social media.

It went viral after dozens of internet celebrities voluntarily endorsed them without any use of paid-promote.

CAMPAIGN#6 SOCIAL AVATAR

This avatar template is downloadable so everyone can make their own cool avatar to celebrate Pasar Seni and become one of the most succesful campaign as it’s being endorsed by internet celebrities on social media platforms.Filling the half picture, this mask template made a massive effect when everyone around you changed their profile picture to this social media avatar.

CAMPAIGN#7 videos

Pasar Seni produced a unique and quirky feel with these viral videos. It tells stories about being an art student in a subtle way, in every video you could get surprising ending and that we’re just going crazy in those videos.Views ranging from 144.210 to 4.100 view.

channels#7 Social media

Pasar Seni’s Social Media have gained numerous followers in 5 months of publication. Ranging from 30.000 (Facebook Likers) to the least 1.780 (Youtube Subscribers). The social media team is under direct supervising of me as the Branding & Communication Director.You can see more about Pasar Seni ITB 2014 at:

=====================================

Official Social Media Pasar Seni 2014:Youtube: ht tps: / /www.youtube.com/user/pasarseni2014/Twitter: https://twitter.com/pasarseni2014Instagram: http://instagram.com/pasarseni2014/Ask.fm: http://ask.fm/pasarseni2014/F a c e b o o k : h t t p s : / / w w w. f a c e b o o k . c o m /pasarseni2014

=====================================