Raising the Flag with the Hashtag #KibarKobar on Facebook

There are lots of ways to foster the spirit of Independence Day. Joining the ceremony or participating actively in various competitions is some symbolic rituals to celebrate the moment. Another annual tradition is raising the Red-and-White Flag in front of every house. Unfortunately, the younger generation is gradually abandoning this activity.

What the Fortuners from Digital Identity (DId) have done is a new form of the younger generation’s concern to keep the spirit of independence. To celebrate our Independence Day on August 17 this year, one of Fortune Indonesia teams created a social media -based campaign on Facebook. With the hashtag #KibarKobar, DId invited young people to hoist the Red-and-White flag together; not on the field nor in front of the house, but on Facebook!

“Initially, we created this campaign idea for a pitching presentation to clients. But, we decided to use it as an initiative campaign.  Then, we adjusted the initial concept, developed it, and carried it out by ourselves,” said Citra Ramadhani, Digital Account Manager of DId team.

The campaign was then packaged in a very interesting way. To join the campaign, we simply visit the site www.kibarkobar.com. Next, we would be directed to take pictures through the camera on laptop, smartphone, or tablet, and then choose one of a number of cover photo designs on Facebook featuring hands waving flags. The photo shots would be automatically inserted in the profile picture of our Facebook page, as well as on the cover photo with independence theme that we chose!

The result is amazing. The campaign #KibarKobar held on August 15-18, 2013 managed to earn a total of 362 mentions of #kibarkobar on Twitter and gain 3.5 million impressions and 348 entries!

In fact, to work on the campaign, the DId team did not take long because it coincided with Eid moment. The promotion was also accelerated in only three days after the Eid al-Fitr holiday and was done through various social media channels, Facebook ads, Google displays, youth forums such as Kaskus, and invitation to all Fortuners.

“We prepared it in a very short time, less than a week. But, we saw that as a challenge,” said Citra. ”Through this campaign, hopefully nationalism can be spread to all people, especially the younger generation. We also hope the DId team will be more motivated to channel the ideas of other initiatives by creating the next campaigns. It is our team’s first introduction to the public. One small step to inspire other great ideas,” she said.