YMMF (Yamaha Matic Music Fest)
Yamaha Matic Music Fest [Project : 2011, Area : East Java}
Held in April 2011-November 2011
YMMF is the largest project for Yamaha East-Java. so I’m proud to be a drafter (conceptor) to this strategic event concept.
From our market research, we know that Yamaha’s Competitor win the Youth’s Mind Share in matic category, for East Java Area. The competitor event’s Honda-Jawapos DBL (Deteksi Basketball League) is one of the most influences event (Sport Event).
From our market research, we found that motorcycle’s Youth Subculture Customers have Music as the part of their life style & behavior. In order to penetrating Yamaha’s Brand to Youth Market, we use music as a different approaching concept incomparable with the competitor event, Music Trend Setter.
Through Music Competition as an Indonesia Youth Trend Setter, especially East Java area. We approaching our target market by create a huge music event contains with many competition. Each special music competition created to strengthen each special products image inside all Yamaha Matic line up. We use BoyBand Competition to create Extraordinary Trend Setter image for “Xeon” product (High End Matic Segment). We use Lip sync competition as mass Joyfull image for Yamaha’s mass matic product “Mio” (Low End Matic Segment). Then the Real Music Band competition to strengthen Free Soul image in Yamaha’s “Mio Soul” product (Mid Matic Segment). Other competition such as Cherr-dance and Battle Dance competition is side core music competition to strengthen teenage Dynamic and Active life style image for all Yamaha Matic line up. The Name of the Event is Yamaha Matic Music Fest (YMMF).
Use of Media
- News Paper Deteksi-Jawa Pos (Youth Space Area)
- Yamaha Official Blog, Yamaha & Friends www.yamaha-friends.com
- YMMF official website, www.yamahammf.com
- Automotive Bloggers
- Suara Surabaya (SSFM) Radio Talk-show, Gen FM spot, EBS spot.
- SBO TV, TVC and Special Report (Youth Urban Culture TV)
- School Wall Newspaper (Mading Sekolah)
- Brochure & Sticker YMMF
- YMMF become one of the Biggest Youth Music Festival in 2011 (East Java Area)
- Success Buzz and Word of Mouth in East Java Youth Subculture.
- Success Creating Yamaha Trendsetter Image in East Java Youth Subculture.
- Success Increase Yamaha Youth’s Mind Share during & after event base on research data analysis.
- YMMF become Boyband Competition Trend Setter/benchmark, before TV Media such as SCTV (SCTV Boyband-Girlband Competition) & Indosiar do the same competition.
- Success become trending topic of unique BTL around Automotive Blogger News.
- Success Create Buzz around On-line News.
I created this Strategic Event Concept for Yamaha in mid-July 2010, proposed in early August 2010. After early February 2011, Yamaha then approved the proposed event will be held in April 2011-November 2011.
If the proposal is approved it earlier by Yamaha, it will produce an event that really kicked off with the innovation and leading-edge trendsetter. However, although a little late, this event is still kicking, brings innovation and leading trendsetter. Particularly in raising the boyband-girlband trend in Indonesia at that time, and penetrating Yamaha brand name for youth people who love music.
Because this event is considered very successful by Yamaha East-Java, the same concept is still used to this day by Yamaha (YMMF ~ Yamaha Matic Music Fest 2012 & YMMF ~ Yamaha Mio Music Fest 2013 ) it’s just that there are few minor modifications to the competitions used in next YMMF.
According to my wisdom, it would be better if 2011-concept was changed and adapted to the nowadays times, trends, youth mindset and current market that would have changed a lot compare to 2011 condition.🙂
Note: My Model that shown on top can not be use again in now-day condition; Different Market Condition, Different Yamaha Matic Product Line-up & Positioning, Different Youth Music Trend and Landscape Today.
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Posted on March 3, 2013, in Creative Ideas, Innovative Visions, New Wave Strategy and tagged concept of strategic events, contoh promosi Yamaha, Creative, Creative based on Concept, Creative Ideas, event concept, Event Creative, innovative event, konsep promosi, konsep promosi Yamaha, Manager Promosi Yamaha, Promotion Manager Yamaha, strategi promosi, Strategic Event Concept, Wiyanto Sudjono, Yamaha Matic Music Fest, Yamaha Matic Music Festival, Yamaha Mio Matic Fest, Yamaha Mio Matic Festival, Yamaha Mio Music Fest, Yamaha Mio Music Festival, YMMF, YMMF Yamaha. Bookmark the permalink. 23 Comments.