Recently, Brian Fitriadi Jayendar (Billy) and Yoga Pradipta Ramadhan (Yoga) from Navya team have just earned their achievements by successfully qualifying for the top 5 finalists in the Young Lions 2017 surpassing more than 60 other contestants.

What case did they handle? And what campaign did they create? Let’s find out!

Case: Encouraging people to enjoy the best Indonesian coffee at local coffee shops

Specialty Coffee Association of America (SCAA) announced Indonesia as the best coffee house.  Moreover, our country is among the top 5 largest coffee producing countries. Ironically, the domestic coffee trade in Indonesia is dominated by international players. Plus, Indonesian people still prefer to drink international branded coffee.

What if we monopolize our own coffee market?

In the past, China dominated the world with the Silk Road. Indonesia also did the same in the spice trade (Spice Routes). What about now? With the best quality and largest production of coffee beans, it is very possible to dominate the domestic distribution of coffee.

We need to claim our COFFEE ROUTE!

There are a lot of coffee shops in Jakarta, each of which has its own unique culture and stories to tell. Just like the silk road which connected cultures and places in the past, the coffee route will be built to connect the dots (coffee shops). We’ll be using a platform that has already dominated the digital landscape … THE GOOGLE.

The expected results: Indonesian coffee will dominate the domestic coffee trade. The audience will help create a market preference for Indonesian coffee that will ultimately boost the economy of the local coffee industry. Billy and Yoga stated there are a lot of lessons to learn in the Young Lions 2017. Both of them are encouraging other Fortuners to participate in similar events or at least to attend, listen and derive insights from the presentation sessions.