● Discover fresh and young musician talents for

regeneration

● To embrace and educate the new generation

about music through digital platform

OBJECTIVE ● Escalate the talent of new musician to reach

their potential creativity

● Integrated music program to further create a

brand identity associated with BCA

● Introduce a new generation of music talent in

Indonesian music Industry
M.A.D. A hub for creative collaborations
between anyone who has new, unique
and disruptive approach/ideas in
Mankind Analog Digital Ecosystem business.

E
BCA Tahapan Xpresi by BCA give that targeting the young
audience ( Gen Z and Millennials), as a brand that
understand the need of young generation about their needs
Tahapan Xpresi to express themself or their talent freely.
 ● 17 - 30 YEARS OLD

● STUDENT AND PROFESSIONALS

AUDIENCE
THE MILLENNIALS
●

●
SES A+ , A, B, AND C

BIG CITIES

● MUSIC ENTHUSIAST , YOUNG MUSICIAN,

MALIQ FANS CLUB, DIGITAL SAVY
THINKING
STRAT A sub brand that communicates “they
understand the young generation needs of
expressing
BRANDthemself”

The activity will be the right

place where we as a
collective in the industries
collaborate with a brands
that understand the
consumer by giving them a
vessel and an knowledge to
find a new and fresh talent
As a project that will provide for the music industries Consumer is the generation that
education to the young audience needs to express themself freely
about their needs to express the self and they live on the digital world
COLLECTIVEthrough music
INDUSTRIES CONSUMER
SOCIAL MEDIA
STRATEGY
CAMPAIGN PHASING
FEB MAR APRL MAY JUNE
AWARENESS INFORM EDUCATE AMPLIFY
ALL MENTOR POSTING Part one activity start Part two activity FINAL POST
The mentor will start ● Submission start
start ACTIVITY EVENT
to tease the
● Second phase ● VOTING ACTIVITY
audience about the WEEKLY
WINNER
WEEKLY
WINNER
WEEKLY
WINNER Submission FOR
activity 1 2 3 start FINAL

ALL MENTOR ALL MENTOR POSTING

POSTING The mentor will start
The mentor will to remind the
start to inform audience about the
about the activity activity
mechanism
 FACEBOOK
The lead social media hub and also be the key platform to
drive the reach visibility of activity amongst our TA.

SOCIAL MEDIA INSTAGRAM

The main platform for the audience to submit the activity and

The Platform and Strategy Foster use of the hashtags to get UGC

INFLUENCER
Drive people perception about the activity and
encourage TA to submit their video.
 THE MENTORS
● MAD
● Endah Widiastuti
● Indra Aziz
PARTNERS
The Ecosystem
THE PLATFORM
● Indomusicgram
● Pophariini
● Vokalplus
 THE MENTORS : 3 post

AWARENESS THE PLATFORM : 3 post

THE MUSIC INFLUENCER : 3 post

THE MENTORS : 3 post

INFORM THE PLATFORM : 3 post

THE MUSIC INFLUENCER : 3 post

PARTNERS
The Strategy THE MENTORS : 3 Post

EDUCATE THE PLATFORM : 3 post

THE MUSIC INFLUENCER 3 Post

THE MENTORS : 3 Post

AMPLIFY THE PLATFORM : 3 Post

THE MUSIC INFLUENCER : 3 post

 VIDEO TEASER : 1 post

AWARENESS IMAGE TEASER : 1 post

PERSONAL VIDEO : 3 post

IMAGE REMINDER : 3 post

INFORM PERSONAL VIDEO : 3 post

INFLUENCER
Content Type
VIDEO TEASER : 1 post

EDUCATE IMAGE TEASER : 1 post

PERSONAL VIDEO : 3 post

THE MENTORS : 3 Post

AMPLIFY THE PLATFORM : 3 Post

THE MUSIC INFLUENCER : 3 post

 ● Microsite is the place for video contents
exhibition

MICROSITE ● Microsite will be used for landing page

which consists of about the program, terms
& condition
What is it for ?
● Microsite will not be used for voting or
submission
THANK
YOU!