How We Created the“Waktu Indonesia Belanja” Jingle
The rise of TikTok has created a new habit within us, in regards to how we utilize music. People nowadays love to dance or create stories with a music of 15-60 seconds long. Looking at the trend, we realize that music will be easier to remember when we repeatedly see multiple contents played alongside that certain song.
Riding the Hype by Not Really Riding It
As Tokopedia aims to create an inclusive shopping campaign for Indonesians across the country, our main task was to create an identity — a strong one that would resonate the most with the Indonesian people.
We know that TikTok’s contents are really annoying (in a positive way) and it’s a no-brainer that following the formula would create a good ripple effect. But hey, let’s go the extra mile by not entirely following the hype. Let’s create our own formula! That was where the brainstorming began.
We needed something that would really resonate and connect with the Indonesian people. Something nostalgic and easy to remember. We finally came to the conclusion that we needed a great jingle for our campaign.
The first draft wasn’t really what we expected. Despite the promising lyrics and unique grassroots nature of it (e.g. dangdut), this wasn’t really moving the needle. We needed something spicier. We needed something with a little more flavour. We needed music with more Indonesian spirit. Finally, we shifted our focus, and added more local context in the next several drafts.
Finalizing the jingle
Our final draft was between 2 songs: The “Ampar-ampar Pisang”, a traditional song from South Kalimantan, and “Tepuk Pramuka”, a boy-scout clap chant. The latter was promising because not only is it an established jingle but it’s also incorporates the clapping movement as well.
After weighing the pros and cons of both jingles, we decided that the south Kalimantan traditional song was the best fit due to the popularity of the folk song in Indonesia. Also, Indonesian children would learn this song when they were students in elementary school. The element of nostalgia helps make it easy to remember.
Nevertheless, it was not easy to pull off this kind of collaboration during the quarantine, but we did it anyway!
“WIB, WIB
Coba Cek Tokopedia
Tiap Tanggal 25 Sampai Akhir Bulan
Diskon Gede-Gedean
Bebas Ongkir Mengasyikkan
Waktu Indonesia Belanja di Tokopedia
Waktu Indonesia Belanja di Tokopedia”
The Team
Creative Lead: Afid Ridwan
Creative Producer: Vinka Utami
Art Director: Wynda Dwi Amalia
Copywriter: Billy Fadhila
Choreographer/Graphic Designer: Abet Aminullah
Music Composer: Stefan Toghas
