For Valentine’s Day this year, Opera launched a campaign to engage with Indonesia’s mobile and internet-savvy youth community.
The effort is centred on a 15-minute film called Arah Kisah Kita (we direct the story), produced by film director Salman Aristo and scriptwriter Gina S. Noer, which ends in a cliffhanger.
The brand asked five prominent Indonesian YouTubers to craft the continuation and conclusion of the love story: Sarab TV, Dikidi Channel, Cameo Projects, GPS (Gak Penting Sih), and Susah Tidur. In addition, the campaign asks viewers to guess the ending via a poll on the campaign microsite, providing the audience with a platform to participate and interact with the campaign.
“So far, we’ve received overwhelmingly positive feedback from the consumers,” said Peko Wan, head of PR and communications, Asia at Opera Software.
In addition to mobile advertising, Opera has promoted the campaign through its Indonesia social-media channels, such as Facebook, Twitter, Instagram, YouTube and Line, where Opera has a total of 6.5 million followers.
The official full video of the mini drama has clocked more than 302,000 combined views from YouTube and Facebook, along with more than 30,000 likes and 2,200 shares.
The company also reported a 49.7 percent conversion rate (the percentage of clickthroughs to the campaign microsite that resulted in video views) for the campaign.
Set to run into March, the campaign is now in its second stage, where viewers can vote for the best video ending to the love story.
Ad Nut likes the approach Opera took with this video-driven campaign, which takes advantage of the festive occasion that is Valentine’s Day and gets well-known YouTube stars involved.
The killer move anchoring the whole initiative is giving young people a say in what they want to see happen in the love story. Ad Nut has read more than enough research reports that go on and on about how young people always want to feel like they’re a part of something, and that their views matter. This campaign takes that to heart.
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