Case study · Netflix Indonesia · 2021

How we convinced 400,000 Indonesians to build a spaceship together.

Space Sweepers was a Korean sci-fi film with no Indonesian characters in it. We decided that wasn't a problem. It was the campaign.

Netflix Indonesia Space Sweepers launch Integrated · Digital · Social · Influencer Creative Strategy · Production Lead · Copywriting
2M+impressions
400Kvotes on ship design
Sold outKompas front page that day
6×Citra Pariwara awards

The situation

A Korean film. No Indonesian cast. COVID-era launch. Go.

Space Sweepers arrived mid-pandemic, when Indonesians hadn't felt any real sense of collective experience in months. The film featured factions sorted by nationality: Korean, Russian, American. No Indonesians. Most campaigns would have worked around that gap. We decided to make it the whole point.

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The instinct

Indonesians don't watch things. They participate in them.

The insight was cultural before it was strategic. Indonesians have a deeply ingrained "we" mentality. Collective identity isn't just comfortable, it's energising. After a year of COVID disconnection, that itch was enormous. We didn't need to invent a reason for people to care. We just needed to give them the chance to build the ship.

What we made

Three acts. One ship.

Ship design

The ship

Collaborated with 3D artist Izzy to design an Indonesian ship live on IG, with the audience voting on every design decision in real time.

Ship design variant
Instagram crew filter

The crew

An Instagram filter let fans dress as crew members. Winners had their IG handles engraved on the final ship.

Kompas front page takeover

The takeoff

Bought the front page of Kompas. AR let readers watch the ship launch right off the page.

Kompas AR launch A
Kompas AR launch B

What I learned

The best campaign mechanic makes the audience feel like authors, not consumers. 400,000 people voted because the ship felt like theirs. Because it was.

Offline and online aren't separate channels. The Kompas front page drove AR engagement. AR drove social sharing. Social drove more voting. The loop was the campaign.

Tapping cultural identity isn't pandering. It's paying attention.

Recognition

Gold · Digital · Citra Pariwara 34

Bronze · Brand Experience · Citra Pariwara 34

Bronze · Best Use of Print · Citra Pariwara 34

Bronze · Augmented Experience · Citra Pariwara 34

Bronze · Other Digital Experience · Citra Pariwara 34

Bronze · Best Use of Integrated Media · Citra Pariwara 34