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(Youthlab indo) Youth Trend 2014 Kaleidoscope

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Back to back of Indonesian Youth Trend in 2014

(Youthlab indo) Youth Trend 2014 Kaleidoscope

  1. 1. Writtenby:TaraTalita
  2. 2. It’s undeniable that 2014 was the year of politic when the nation voted their 7th president. Youth and their political movement played a big role in the process. From the early time of campaign, both candidates had a strong fanbase, especially young people called `relawan` (volunteers). They started to make an uploaded youtube video, mini seminar, social event, creating hashtag and of course the meme ‘war’ Indonesian youth are very good at this. The quickest pictorials to surface and the fastest to be shared were those which were smart and funny. Those with generous amount of humor are the fastest to go viral. The challenge now that the government should accommodate this youth energy and turn it into a valuable asset, not only to critize the new governance, but also as a part of nations development in terms of social, culture and creativity. . “I think the presidential election has been more lively and creative thanks to these movements and creative memes,” – Rendy @imandita (politics meme creator) www.enterthelab.com
  3. 3. #ShameOnYouSBY What? A hashtag of expressing anger toward the former Indonesian President, SBY Why? SBY was considered a “killer” to democracy system in Indonesia by letting his party walked out during the voting of “direct election” draft law #Bendgate What? Refers to the widespread online rumor about a potential durability issue of iPhone 6 Why? Several users reported that their devices were bent within days of purchase, presumably due to its slim design. The rumor was instantly picked up by many gadget reviewers and tech bloggers. #KabarGembira What? Translated: #GoodNews, it’s actually a glimpse of a vitamin “Mastin” Advertising jingle Why? The song was so catchy with cheerful lyrics and funny gimmick www.enterthelab.com
  4. 4. I talked about the phenomenon of Ridwan Kamil, Bandung City Mayor in my previous 2013 kaleidoscope; how he was voted by mostly youth voters and his good approach to engage the youth community In his second years of being the head of Bandung city, he already created some cool public spaces for youth to hangout. His latest creation was “Taman Film” (a movie park), located under the hustle flyover of Bandung street. The capacity is for 500 people. Every weekend they can watched hollywood or local movies without any charge, how cool is that! This is what youth actually need. The open public space, where they can hangout other than going to the mall. www.enterthelab.com
  5. 5. 2014 was still a year of photo culture, not only the photos but also the camera. In 2013 DSLR camera was trending and youth owned it even when they were not a real photographer. There’s a new camera trend; GoPro Camera. It’s small, light, waterproof, stylish, good picture quality, basically any youth who loves taking picture while travelling would certainly love this. This camera is not a mainstream camera, it’s more like a ‘hipster’ product, and that’s why youth loves it more. www.enterthelab.com
  6. 6. Ever imagine there`s a cool hangout spot in a traditional market? Yes you read it right, in Pasar Santa, a well known traditional market in Kebayoran area. On its 3rd floor, is now open stores like vinly, vintage store, vape, books, indie album, fashion outlet and a coffee shop, basically a hipster typical items. “when mall is too mainstream” is the philosophy described here. One of the new attracting tenants is ABCD Coffee (ABCD stands for A Bunch of Caffeine Dealers). Open last June, their concept is very unique; not only we can learn how to be a `barista` but also we can pay the coffee according to our own appreciation of its taste. To market their products, the owner use social media with hashtag #ngopidipasar It might be the indication of a new social occurrence, where “Nongkrong” could be back into the public space and not segmented anymore. www.enterthelab.com
  7. 7. IKEA presence in Indonesia has long been awaited by the young families of middle and upper-class economy. IKEA became a reference for many young families because of the minimalist trend that now dominate many spaces and architectural design in an urban environment. It sure did not take long for Ikea to introduce himself, as he was introduced by his fans for a long time. Especially by those who frequently travel abroad.It is a smart move for IKEA to retain natural communication and organic patterns with its audience, which utilizes the fans to introduce their products. One of the steps that have been taken by IKEA is collaborating with leading fashion bloggers Elle and Jesse Yamada to promote their new giant store. An appropriate steps! Source: M. Faisal www.enterthelab.com
  8. 8. Bekasi, a sub urban city verged with Jakarta was bullied sporadically on social media because its far location, heavy traffic and the heat of the sun. netters created Meme towards Bekasi. This phenomenon was considered a geographical bully. Usually, geographical bully or “awareness” in Indonesia happened “offline” in sub urban or rural city, but now played by middle class in urban area with “online” medium. www.enterthelab.com
  9. 9. As we know that Line is one of the chat-base applications in smartphone. In Indonesia market, the favorite chat apps are still BBM (blackberry messenger) and Whatsapp, because of their massive users. Line`s latest campaign was making a mini drama of Ada Apa Dengan Cinta (AADC) the movie, right after it was aired 12 years ago, still with the original casts. AADC was a huge hit back then, it was a part of 90s pop culture, even the punch line dialogues, the songs and the poems are still remembered until now. The fans of Dian Sastro (Cast of Cinta) and Nicolas Saputra (Cast of Rangga) went crazy with this short mini drama; they promote it massively on path and twitter because they feel that they are a part of that momentum. A smart engagement move from Line to ‘satisfy’ the fans’ curiosity and rekindle that `historical` memory of 90s youth. www.enterthelab.com
  10. 10. Today’s generation of youth are more informed, more mobile, and more adventurous. They loves experiment with the new – and travel is no exception Recent research by world tourism organization predict by 2020 there will be almost 300 million youths trip per year. Why they travel? Many factors such as they followed what they called “celebrity twit” on twitter who hired by tourism board, so youth inspired by his / her story while travelling. They also read travel book for youth like “Naked Traveler” or “The Journeys”, written by young traveler as well. That’s why we could see some accommodation or hotels designed for youth like Artotel in Thamrin Jakarta, or Lokal ID in Yogyakarta. Airbnb, accommodation service network also showed that the users of their service are mostly youth. www.enterthelab.com
  11. 11. Af the end of 2014, we got many good movies, one of them is Japanese famous cartoon series; Stand by Me Doraemon. For kids in the 90s and early 2000s, we all know that Doreamon is one of our first anime that we ever saw as a kid. Now these kids are youth and this movie is really an emotional roller coaster of happiness and sadness. It is a reminder of our glorious childhood who excitedly woke up every Sunday morning to watch Doraemon in RCTI. After almost 1 month aired in Blitzmegaplex (Indonesian cinema), the audience reached 1 million viewers. As we could see from the pictures the lines in the cinema to watch Doraemon were not kids but young people and adult. Doraemon will always be in the heart of its loyal fans. www.enterthelab.com
  12. 12. Unless you're making an active decision to disconnect this holiday season, you've probably seen a flood of Facebook "Year In Review" posts, a sort of digital card highlighting the biggest moments of 2014, algorithmically customized for each user. The default tagline for the posts is "It's been a great year! Thanks for being a part of it.“ Not everyone actually had a great year. For some users, the prompts to view their own digital year in review may dig up embarrassing or even painful memories In the case of Eric Meyer, Facebook's algorithm brought back painful memories -- and prompted the company to apologize. Meyer, a Web consultant, lost his 6-year-old daughter, Rebecca, in June. When Facebook showed him his suggested year in review, his late daughter's photo was at the center. Also in some cases, youth complaining because it showed photos of their ex.'s. So do you love it or hate it? www.enterthelab.com
  13. 13. Find more about Indonesian Youth trends, data, & insights: www.enterthelab.com Contact us Tara.talita@gmail.com faisal_sii@yahoo.com Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment. Through ethnographic research, online tracking, creative focus group discussion, and other means, we help you create a dialogue with the youths of Indonesia in the most efficient manner. We’re Here to Make that happen for you Report By Youth Laboratory Indonesia

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