Purpose
As a digital media company, one the purpose of PT Didhan is to host Out of Home (OoH) advertising effectively and efficiently through:
Outdoor advertising services that are well received by consumers. Research has shown that consumers react more favorably to outdoor media than they do in-home media.
Outdoor advertising that helps to build client brand with outdoor media that is aesthetically pleasing and placed in highly trafficked areas of client target audience.
Outdoor advertisements that are fully customizable and directed to a specific cross-section of the population by using tools such as location, verbiage, and design.
Outdoor Advertisements company that received positive response from consumers, include things like visiting the business or office advertised, visiting a store to inspect a product or inquire about a special sale, visiting a website displayed on an outdoor advertisement, having a conversation about the advertisement, recommending the brand to another consumer, watching a television show suggested by the outdoor advertisement, or calling a phone number supplied by an ad.
Outdoor advertising that makes effective use of client marketing budget. Unlike print or digital, outdoor advertisements have a longer life span, ensuring client target audience sees your product and brand and remembers them.
Outdoor advertising that boosts sales by providing maximum exposure created by purchasing media in the areas most heavily trafficked by client target audience.
Targets
Especially, to support LRT in achieving its vision that is to be the largest and most innovative public transportation media operator in Indonesia and South East Asia, the main targets of PT. Didhan are as follows.
Provide Station Domination Package that includes Naming Rights for prime media exposure in all 18 LRT Stations, 1 dedicated train carriage, and many value-added benefits.
Provide Emerald Package for big brands who do not opt for Naming Rights but still wish to get premium exposure in all 18 LRT Stations.
Provide Retail Options which designed for short-term or ad-hoc campaigns suitable for medium-sized brands, start-up brands and film campaigns.
Provide Pillars Spectacular which offers high visibility along the highways and also prominent position along the prime Road where there are no more Billboards or LED screens in the area.
Provide Online Transport Shelters dedicated to Go-Jek or Grab in every suitable stations.
How PT. Didhan Provide Services to LRT as an Exceptional Customer
LRT trains mainly operate along highways that enables providing higher quality of transit services in terms of travel speed, punctuality, and reliability.
It also connects a big number of people from the large density Bekasi and Bogor area with the inner Jakarta CBD where they mostly work. And it provides them with not only a fast option but also a very affordable option as opposed to driving own vehicles and getting stuck in long traffic.
The estimated number of LRT users per day can reach more than 20 thousand people. This happens because this distance is longer than the existing types of similar modes of transportation. From Dukuh Atas to Cawang 1 line, from Cawang to Cibubur 1 line, and from Cawang to Bekasi 1 line, etc. In total, LRT has 18 stations as table below.
Consequently, PT. Didhan have an aim to be on par or even exceeds the global standard as seen in Korea, Japan, and others. This can be executed via quality, design, strategic media proposition, and innovation.
Current 18 LRT Stations
Dukuh Atas, Central Jakarta, Prime CBD area, Bunderan HI, Big Malls, 5-star Hotels
Setiabudi, South Jakarta, Close to Offices and Government Institutions within secondary CBD
Rasuna Said, South Jakarta, Close to Offices, MMC Hospital, Plaza Festival, Bakrie University, and Westin Hotel
Kuningan, South Jakarta, Entry point into secondary CBD, surrounded by Offices and Embassies
Pancoran, South Jakarta, Close to Offices, next to inner city Toll (very congested)
Cikoko, South Jakarta, Close to Offices and High Rise Apartments, next to inner city Toll (very congested)
Ciliwung, East Jakarta, Close to Offices and Government Institutions, next to inner city Toll (very congested)
Cawang, East Jakarta, Interchange that connects outer cities to inner Jakarta, very congested
Halim, East Jakarta, Located next to Jagorawi Toll (highly congested) and close to Halim International Airport
TMII, East Jakarta, Located next to Jagorawi Toll (highly congested) and close to famous Taman Mini
Kampung Rambutan, East Jakarta, Close to Pondok Pinang Toll interchange leading to South Jakarta
Ciracas, East Jakarta, Located next to Jagorawi Toll, highly congested
Harjamukti, Depok, Next to Cibubur Junction Mall, located next to Jagorawi Toll, highly congested
Jatibening Baru, Bekasi, Located next to Cikampek Toll (highly congested) surrounded by residential
Cikunir 1, Bekasi, Located next to Cikampek Toll (highly congested) surrounded by residential
Cikunir 2, Bekasi, Located next to Cikampek Toll (highly congested) surrounded by residential
Bekasi Barat, Bekasi, Located next to Cikampek Toll (highly congested) near the entry point to Bekasi
Jatimulya, Bekasi, Located next to Cikampek Toll (highly congested) surrounded by residential
Marketing Programs
To differentiate ourselves from other public transportation or media operators, and to do something that has never been done before, we need to have extensive marketing programs so that LRT audience can get a memorable experience and Advertisers can feel they are getting their ROI.
Soft Launch: Potential Clients.
Grand Launch: Key Clients and the Media.
Cooperate with Tourism Ministry for themed events throughout the year to promote travel destinations.
Bi-annual and Annual Events with Key Clients to showcase campaign highlights and new updates.
Festivals – e.g: Ramadhan, Christmas, Independence Day, Chinese New Year, Valentine, etc.
The 12.12 Shopping Event – cooperating with leading e-commerce brands.
Cooperate with famous local movie directors to create dedicated contents for the LRT audience to be broadcasted only in LRT stations and LRT trains, as well as LRT wi-fi network.
Cooperate with major merchandising companies to produce Disney-themed LRT merchandises only available in LRT stations.
Cooperate with key Influencers to create special contents on social media to promote LRT stations and trains while showcasing all the advertising inside.
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