In continuing from the previous project, Pusat Investasi Pemerintah (PIP) has another objective to be accomplished, which is still related to their roles to manage the financing of Indonesia’s Ultra Microbusiness (UMi) as well as ensuring their abilities to run the business in Indonesia market. According to the positioning research result that Alight did, Alight conducted the UMi campaign in 2021 to maintain the awareness of UMi program and to support the good image of Pusat Investasi Pemerintah to the target audience.

To accomplish the above objectives, Alight, as an Integrated Strategic Communications, implement several activities, which refer to strategic thinking as a foundation. Creative strategy implementation is one of the programs that Alight did, which includes animation and 2D design. This is an attractive program that purposes to attract the target market in informing the UMi campaign. Another activity is conducting the Collateral Branding for the target audience, to support Small Medium Enterprise businesses in strengthening their positioning in the market. Publicity is always important to inform about UMi campaign to the target audience through media, both conventional and online media. Therefore, the media relations activities implemented in this program, include media monitoring and analysis.

Various digital activities are also being implemented to inform about UMi campaign and Pusat Investasi Pemerintah’s program, which include the digital strategy, social media engagement and development, Key Opinion Leader (KOL) and community engagement. Also video, professional photo production, Out of Home through Videotron, and TV robot. And the TV program is also being used for the socialization to the target audience.

Those activations produce excellent results, such as 155 articles had been published in the 1st and 2nd tier of media and got the 397,134 times impressions on the social media, and reached 69,720 social media user accounts.

Integrated Communications