#BecomingIndonesia
To bring Indonesians together as one during Independence Day, Indosat produced a hip-hop anthem inspired by the people.
The Context Every year, Indosat produces an anthem to celebrate Independence Day. In 2022, Indosat planned to produce a hip-hop track bringing local artists from different regions to rap in different dialects. The challenge is that local hip-hop is not a widely-enjoyed genre.
The Approach To raise awareness for this track, we created skin in the game by inviting the nation to be part of this rap anthem. We kicked off the campaign by having the audience share what ‘becoming Indonesia’ meant to them and incentivised this participation with a giveaway.
On Independence Day, we showed people how their Tweets inspired this collaboration by creating the first-ever Tweet-version Music Video featuring Indonesians’ Tweets with corresponding meanings superimposed on the music video.