Cycling Bachelors

CampaignCampaign

• Among issues challenging B2W, is the lack of

focus in its campaign

• Anak Kost is a strategic segment to target on,

because

– Represents a specific characteristics yet significant

in numberin number

– Open minded, adaptable, and highly accessible

through digital media

– Cycling fits them!

Anak Kost (Bachelor)

• Male and female 22 – 30 years old

• White collar, early jobber to senior staff

• Kost around business areas of Jakarta

Why not cycling

• Don’t realize it as a feasible option of transportation at their conditions

– Never come across my mind

– I know some people are cycling, but it’s not for me

– I want to go / I do cycling for fun, but not for daily – I want to go / I do cycling for fun, but not for daily transportation

• Hesitate to invest in cycling

– I’d rather spend it on gadget / saving

– Unlike gadget that is a symbol of my ability to earn my own money

Why Cycling Actually Fits Them

– They get to choose where they want to live

– Help to know better their new surrounding

– In line with the freedom and independence they

are enjoying and expectingare enjoying and expecting

– Economical and convenient aspects are also

strongly apply to this segment

• You are perfect for cycling!

Some Predictable Questions To Answer

• What I need to prepare for cycling?

• What kind of bicycle and how much?

• Where is the route, and how to cycle on the

road?road?

• How am I going to store & park my bicycle?

• How to anticipate the weather and manage

perspiration?

Fun Facts And Issues

• Cycling and dating

• Bicycle as success symbol

• Utilize gadget in cycling

• Spending weekend on your bicycle• Spending weekend on your bicycle

Touch Points

• Twitter account

• Info Site

• Blog

• Forum (Hosted in Kaskus? B2W? Sepedaku?)• Forum (Hosted in Kaskus? B2W? Sepedaku?)

• Flyer in convenient store, food hawker, and for

them to spread around

• etc

Beyond Advertising Ideas

• Give A Try – borrowing bicycle to the Hesitates

• Together Ride – based on office / kost location

• Advocacy to Decision Makers / Employers

• etc• etc