Whip Up Final

CHAPTER I
INTRODUCTION
1.1 Description of Plaza Indonesia
PT Plaza Indonesia Realty Tbk was established since 1983 with a vision to build
high quality prestigious properties in premium location. Operating since 1990-1991,
The Company started its business with the building of the Plaza Indonesia complex
which consists of Plaza Indonesia Shopping Center and Grand Hyatt Hotel Jakarta.
Plaza Indonesia is a shopping mall located at Jalan M.H. Thamrin, central

Jakarta, Indonesia. The mall is considered to be one of the exclusive mall in Jakarta.
Plaza Indonesia known as the expensive mall in town because they provide high-
end international fashion brand and five stars restaurants. Many people considered
that Plaza Indonesia is a place for luxuriant only. Plaza Indonesia has tried to change
its rich and luxury image by established the EX (Entertainment Xenter) in 2003
which is intended for the young generation. But unfortunately, EX was closed and
the area is used as the new expansion of Plaza Indonesia.
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A. Plaza Indonesia’s 1st Floor
The 1st until 3rd floor are carrying the concept of High-end , expensive and
fancy market for high-class marketer. Every floor has similar category of stores but
the things that distinguishes the 1st to 3rd floor are their luxury brands and multi-
brand boutiques.
Chanel Store, Level 1 Plaza Indonesia
The 1st floor of Plaza Indonesia provides stores in various fields such as Multi
Brand Boutiques (ALAIA E18c, Jade E18d), Luxury Brands (3.1 Philip Lim, Aigner,
Alexander McQueen, Balenciaga, Bally, Berluti, Bottega Veneta, Burberry, Bvlgari,
Canali, Cartier, Carven, Celine, Chanel, Christian Louboutin, Christian Louboutin
Men D 50, Diane Von Furstenberg, Dior, Ermenegildo Zegna, ETRO, Fendi, Furla,
Giuseppe Zanotti, GIVENCHY, Gucci, Hugo Boss, Jade Studio E19c, Jimmy Choo,
Judith Leiber, Kenzo, Lanvin, Loewe, Longchamp Flagship Store, Louis Vuitton,
Marc Jacobs, MaxMara F96, Montblanc, Moschino, Mulberry, NOTTE, On Pedder,
REDValentino, Rodo, Saint Laurent, Salvatore Ferragamo, Stella McCartney, Stuart
Weitzman, Tiffany & Co., Tod’s Signature Store, Valentino, Versace, Vertu) Fashion
Apparel and Accessories (La Perla, Vilebrequin) Jewelry & Watches (Chopard,
Franck Muller, Mondial Flagship Store, Omega, Patek Philippe, Rolex, Swarovski,
TAG Heuer, The Time Place) Bookstores & Stationeries (Lifehouse Bookstore)
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Gifts, Chocolates & Florist (Godiva) Home & Furnishing (BIKA) Beauty & Health
(Chanel Fragrance & Beauty, Glow Living Beauty) Food and Beverage (AMKC
Atelier, Bistro Baron, Chandara Fine Thai Cuisine, Cork & Screw, Gyukaku, Imperial
Shanghai Lamian Xiao Long Bao, Khung, La Moda, Mother Monster, Segafredo
Zanetti, Shabu Shabu House, So Thai by Chandara, Starbucks Coffee, Sushi Tei, The
Coffe Bean & Tea Leaf).
Rolex, Level 1 Plaza Indonesia
Louis Vuitton, Level 1 Plaza Indonesia
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Gucci, Level 1 Plaza Indonesia
B. Plaza Indonesia’s 2nd Floor
Level 2 of Plaza Indonesia provide stores of Multi Brand Boutiques (Le

Privee, The Papilion Duo) Fashion Apparel and Accessories (AIX Armani
Exchange, Aldo, Antony Morato, BCBGMAXAZRIA, Ben Sherman, Calvin Klein,
Charles & Keith, Coach, Coast, Columbia, Diesel, DKNY, Fossil, Fred Perry, Jack
Nicklaus, Jacquelink, Karen Millen, Kate Spade, Lacoste, Linea, Marks & Spencer,
Masari, Massimo Dutti, MaxMara Weekend, Michael Kors, Oysho, Pedro Men &
Women Flagship Store, Project X, Rimowa, Rivieras, Samsonite, SEBASTIANred,
Staccato, Sunglass Hut, Ted Baker, The Gentlemen Club, TUMI, United Nude, Urban
Icon, Verde, Zara) Jewelry & Watches (@Time, Jewels Of Eden, Pandora, Seven
Friday, Startime, Stuhrling, The Watch Co, Thomas Sabo Flagship Store, Tissot,
Watch World) Home & Furnishing (CG Fine Art, Zara Home) Beauty & Health
(Caron, Jurlique, Kaizen X Beautylash, MAC, Make Up Forever, Make Up Store,
Sephora, Victoria’s Secret Beauty & Accessories) Food and Beverage (AWkitchen,
Kitchenette, La Maison Kopi Luwak, Paul Bakery, Seven Friday) Multi Function
Hall (Multi function Hall).
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Aldo, Level 2 Plaza Indonesia
Victoria’s Secret, Level 2 Plaza Indonesia
Sephora, Level 2 Plaza Indonesia
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Seven Friday, Level 2 Plaza Indonesia
C. Plaza Indonesia’s 3rd Floor
Level 3 of Plaza Indonesia Provide Stores of Multi Brand Boutiques (Farah

Khan F122, John Fashion I71, Lafayette, NUM8EREIGHT D118, Rococo Flagship &
Men’s Store, Rumours I68) Luxury Brands (Hermes, Moreschi H02A, Stefano Ricci
H05A) Fashion Apparel and Accessories (Florsheim B107, Phoebe & Chloe E20, S.T.
Dupont I001, TRIUMPH E18, Wacoal) Jewelry & Watches (Benteng Jewelry, Crown
Jewelry B102, Daniel Wellington, Four Seasons Jewelry H08, Frank & Co Flagship
Store I67, Kesawan D116A, Peninsula Jewelry B106, Peony, Prestige B79, PrimaGold
A18, Queen & Lil’ One Babyy Jewelry by Queen C50, Regal Jewels, Richard Mille
H2B, W&W Jewelry, Wanda House Of Jewels) Indonesian Fashion & Souvenirs
(Alleira Batik, Bateeq, Batik Keris D116C, Bin House F123, Iwan Tirta Private
Collection A19, Parang Kencana, Sebastian Sposa) Sports & Lifestyle (Havana
Gallery H01, PrimaFit B82, Rockstar Gym E43) Children’s Apparel, Accessories &
Toys (Agabang Gallery, Animaland, Bimbi.com Concept Store E24, Bubble Girl C43,
Chicco, Coogee Kids Shoes E10, Cotonnier B93, Cotton On Kids E47, Early Learning
Centre (ELC), Ergo Scool E41, Gingersnaps E07, Kakapo E52, Kids Emporium C43A,
Kidz Station A39, Kohai, Luna-Luna Collection, Miki House, Mothercare Flagship
Store E02, Petit Beteau E45, Rococo The Kids C43B, Stella McCartney Kids, The
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Children’s Place, Wilio) Bookstores & Stationeries (The Popular Baby Bookstore)
Electronics, Gadgets, Music & Video (iBox E06) Gifts, Chocolates & Florist (LOU
LU & PING, Party Supplies E28A) Speciality Shops (Ismile Preschool Marketing
Office E38) Home & Furnishing (Arbor & Troy, Czarre, Dyson, Living Soul,
Tempur A29) Beauty & Health (Benefit Cosmetics I58C, Harnn B97, L’Occitane B96,
Osim B95) Optical (Carl Zeiss, Lily Kasoem, Optik Melawai, Optik Seis) Banking
and Money Changer (ATM Bank BCA Gallery A111, Bank Mandiri 116D) Service
(Avia Tour) Tailors & Textiles (A Tham Tailor B88, Abadi Textile B90, Rekha’s
textile B83A, The Beauty Tailor A20A, Torenda B86) Food and Beverage (BAM!, En
Dining, First Love Patisserie E01i, Nannini Café GT111, Samwon Garden, Senju,
Soup Restaurant) Bakeries, Snacks, and Takeaways (Cafe De Kalaha, Dore, Hillary
Farm, Jolly Time Popcorn E27) Miniapolis Playground and Facilities (Carlo Carousel
C, Crick Station C, Hide Out E, Miniapolis C, Wish Garden E).
Batik Keris, Level 3 Plaza Indonesia
Crick’s Station, Level 3 Plaza Indonesia
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Arboy & Troy, Level 3 Plaza Indonesia
Prima Fit B82, Level 3 Plaza Indonesia
Different from the 4th and 5th floor, the 1st until 3rd floor filled with high
branded store as what already mentioned above, it is way beyond our target public,
many younger market can’t afford to buy all of that high branded stuff as already
mentioned above.
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D. Plaza Indonesia’s 4th Floor
Plaza Indonesia is back with their EX in 4th up to 6th level with a new
concept of gaining young generation’s enthusiasm. EX level in Plaza Indonesia
established in 2014 with a displacement of the brands of EX mall into 4th and 5th
level of Plaza Indonesia.
Atrium on 4, EX Plaza Indonesia
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Level 4th of Plaza Indonesia provide stores in various fields such as Multi
Brand Boutiques ( CLEMENTINE E 07b ) , Fashion Apparel and Accessories ( S.M.L ,
Caramello, Jolie Clothing, Keeve, Levi’s Store, Love and Flair, Wakai), Sports and
Lifestyle (Celebrity Fitness, Adidas, Nike, Converse, League, New Balance, Reebok,
Shaga, Sports Station), Optical (Bridges Eyewear), Beauty and Health (Tony & Guy,
Svenson, Softlens House, Sassi Nail & Spa, SmileXpress, Rudi Hadisuwarno Salon,
Peter F. Saerang Salon & Spa, Bella Skin Care & Marie France Bodyline, Bianco Hair
Salon, D’Headline, Fazio Salon, J.F. Lazartique , Lavie Lash & Beauty Bar, Lu’Vaze,
Orly), Banking and Money Changer (BNI), Food and Beverage (Starbucks Coffee,
Taste Paradise, Seribu Rasa, QQ Kopitiam, Madame Lily, Ootoya Japanese
Restaurant, Eight Treasures), and Multi Function Hall (JHOP & Lifehouse).
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Sport Station, Level 4 Plaza Indonesia
BNI Banking, Level 4 Plaza Indonesia
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Celebrity Fitness, Level 4 Plaza Indonesia
Starbucks, Level 4 Plaza Indonesia
As we can see mostly the restaurant at level 4th is a restaurant that targeting
mostly for adult customer which is not really cheap for millennials, such as Eight
Treasures for example one of their menu is a Mie Ayam Pangsit that cost around
IDR 75k that doesn’t really sell to millennials because they often buy the same food
for around IDR 20K, And for the salon mostly are high end salon that costs very
expensive for millennials, such as Peter F. Saerang Salon & Spa many millennials can
not afford it.
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E. Plaza Indonesia’s 5th Floor
Level 5th of Plaza Indonesia provide stores of Fashion Apparel and

Accessories (Ciel), Beauty and Health (Batavorum, Votre Peau), Optical (LookZ),
Banking and Money Changer (ATM Bank Danamon Gallery, CIMB Niaga Digital
Lounge), Food and Beverage (Donburi Ichiya , Eatlah, Eat & Eat, Ta Wan, Zenbu,
MDL, I-ta Suki, Kafe Betawi, Sate Khas Senayan, Pizza e Birra), Bakeries, Snacks, and
Takeaways (Dum Dum Thai Tea, Pop Chop, The Healthy Affairs).
CIMB Niaga Digital Lounge, Level 5 Plaza Indonesia
Eatlah , Level 5 Plaza Indonesia
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Sate Khas Senayan, Level 5 Plaza Indonesia
TaWan, Level 5 Plaza Indonesia
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Infinity Room, Level 5 Plaza Indonesia
With the numbers of stores in 4th and 5th level, Plaza Indonesia still need
some effort to attract the attention of the Young Millennials generation. In fact, level
4th and 5th still seems rigid and old to appeal to a younger market. Young
generation were attracted to visit 4th and 5th level of Plaza Indonesia because of
their hype place such as Infinity Room. Because the important matter for Millenials
generation are prestige, style, and pride.
F. Plaza Indonesia’s Parking Area
Plaza Indonesia has 5 floors of underground parking with 1,904 parking bays.
The parking lot of Plaza Indonesia is considered not too busy and crowded
compared to other shopping malls even on the weekends. There is also a motorcycle
parking area available but the size is quite small.
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Parking Area, Plaza Indonesia
Underground parking lobby, Plaza Indonesia
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G. Events that happened in Plaza Indonesia
No. Events Date Location

1. Broken Heart Gallery 6 – 28 Atrium on
February 4, Level 4
2017
2. PI Film Festival Love Philosophy 22-25 Cinema

February XXI, Level
2017 6
3. PI Fashion Week (10 Years of Fashion) 20 – 25 The

March 2017 Warehouse
, Level 5
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4. Intimate Soiree With Mocca 11 March Level 5
2017
5. Pop Up Fit Class 4 - 28 April Pop Up

2017 Space at
Miniapolis,
Level 3
6. Plaza Indonesia Beauty Week 12 – 14 May Function

2017 Hall, Level
2
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7. Plaza Indonesia Film Festival Celebrating 19 May Studio 1
Women 2017 Cinema
XXI, Level
6
8. Plaza Indonesia Summer Fest 15 - 16 July Atrium on

2017 4, Level 4
9. Indonesia Food and Art Festival – Cita Rasa 1 – 31 Function

Indonesia August Hall, Level
2017 2
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10. Indonesia Food and Art Festival – Fine Art 17 – 27 Function
Exhibition Menjadi Indonesia August Hall, Level
2017 2
11. Plaza Indonesia Men’s Fashion Week 25 - 29 Function

September Hall, Level
2017 2
12. Accessories Trunk Show 21 October Atrium On

2017 4, Level 4
13. Flavors of The World 22 Function

November Hall, Level
2017 2
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14. Plaza Indonesia Amazing Race Christmas 9 December Miniapolis
Edition 2017 Main Gate
15. Plaza Indonesia Film Festival Love Philosophy 22 – 24 Cinema

February XXI, Level
2018 6
16. Plaza Indonesia Fashion Week 19 - 23 The

March 2018 Immigrant
Dining
Room,
Level 6
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17. JKT Street Beat 1 - 31 Atrium On
March 2018 4, Level 4
18. NEVER TOO LAVISH Hard Workshop 17 March Atrium on

2018 4, Level 4
19. 90s night with LALAHUTA 28 March Level 5

2018
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1. Broken Heart Gallery
Broken Heart Gallery is an event to celebrate Valentines day which presents
“broken heart” feelings that realized through some unique and interesting
art forms, collaborated with 14 artists. In this event Plaza Indonesia team up
with UNICEF to build a “Love Lock” installation that illustrate love amongst
human being.
2. PI Film Festival: Love Philosophy

PI Film Festival: Love Philosophy is an event from Plaza Indonesia to
support local film industry, this is the 2nd year for Plaza Indonesia to brought
up the theme for last year “Love Philosophy” because it was held on
February that coincide with Valentines Day, they chose 6 local films to be
played during the event.
3. PI Fashion Week (10 Years of Fashion)

Plaza Indonesia fashion week is a huge fashion event in Jakarta, this is the
10th year of PI fashion week, PI fashion week invites 31 Indonesian designers
and 4 International labels. The objective of PI fashion week is to support
local creative industries and to give them a place to display their creation.
4. Intimate Soiree With Mocca

Intimate soiree with Mocca is an event to celebrate Plaza Indonesia’s 27 th
anniversary, Mocca is an Indonesian pop band that has been vacuum from
the music industry for quiet a long time, the band performed to entertain
visitors on level 5 of Plaza Indonesia for an hour the performance started at
19:00.
5. Pop Up Fit Class

Pop up fit class is a collaboration Plaza Indonesia and Sana Studio, this event
conducts a series of invigorating classes: Pound Fit, Zumba, Bootcamp,
Cardio Boxing, Strong, Barre Conditioning and Vinyasa Yoga.
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6. Plaza Indonesia Beauty Week
Plaza Indonesia beauty week 2017 was the first beauty week in Plaza
Indonesia, the event has 3 main activities such as Beauty Masterclass
Workshop, Beauty Talk and Beauty Activities & Vloggers. Plaza Indonesia
brought up “Beauty Inspiration” as the theme for the event, the objective
was to gave beauty inspiration for visitors. There are 19 makeup labels and
7 local & international beauty expertise, to complement the event there are
beauty photo exhibition with a total of 56 photos on ground floor of Plaza
Indonesia.
7. Plaza Indonesia Film Festival Celebrating Women

Plaza Indonesia film festival celebrating women feature a short film
competition, festival organizers have announced, The the for both film
festival and short film competition is “Celebrating Women” to be eligible for
submissions, the prerequisites are that the movie should be fictional, run
between 3 to 25 minutes, have English subtitles and must be produced
between January 2016 and April 2017.
8. Plaza Indonesia Summer Fest

Plaza Indonesia summer fest is a late night shopping event with
performance by a few DJs and bands, the tag line of this event. Is “Save Up
To 80%” which is really attractive for visitors and theres also free parking
starts from 9pm onwards.
9. Indonesia Food and Art Festival – Cita Rasa Indonesia

Indonesia food and art festival was the first food and art festival that has
been held by Plaza Indonesia to enliven Indonesia’s independence month.
With their first program ‘Cita Rasa Indonesia’, they showcase specially
curated dishes that can only be found in this month.
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10. Indonesia Food and Art Festival – Fine Art Exhibition Menjadi Indonesia
Menjadi Indonesia is an on going festivities exhibition that features 45 well-
known Indonesian artists like Djoko Pekik, Heridono, Nasirun, and other
brilliant artists. The exhibition showcases new artworks with various
concepts in the form of painting, sculpture, installation and performance art.
The intention of the exhibition is not commercial, it is purely held in the
name of art appreciation.
11. Plaza Indonesia Men’s Fashion Week

Plaza Indonesia men’s fashion week presents 22 designers from lcal and
international brands. As the only fashion wek that featuring exclusively
ready wear men clothes in Indonesia, the event is widely anticipated by
fashion lovers, retail business, and fashion industry every year. Each label
will have an exclusive show with at least 30 looks to be their fall/winter 2017
collection, the theme for this year show is ‘Sneaker Culture’, coming from
the booming sneaker phenomena in Indonesia.
12. Accessories Trunk Show

Accessories trunk show presents display from many designers in Indonesia,
the event was held on atrium on4, level 4 of Plaza Indonesia. The event was
enlivened with a music performance by The Groove, The Groove is an Acid
Jazz band that formed in 1997.
13. Flavors of The World

Flavors of the world is an event to introduce uniqueness and delicacy from
dozens food & beverage outlet in Plaza Indonesia. The event collaborate
with 33 F&B tenants that are inside of Plaza Indonesia.
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14. Plaza Indonesia Amazing Race Christmas Edition
Plaza Indonesia amazing race Christmas edition is an event for family day
out, the event held at the same month of Christmas vacation so they chose
‘Christmas’ as their theme. The prizes worth is Rp.6.000.000 for the winner
of the race.
15. Plaza Indonesia Film Festival Love Philosophy

In order to support Indonesian creative film industry, Plaza Indonesia
supports the commitment by organizing Plaza Indonesia Film Festival (PIFF)
2018. This is the 4th year that’s the festival is held since its inception in 2015,
PIFF 2018 will not only showcase the best films from international countries,
but also from Indonesia as well. The opening theme for this year is “Love
Philosophy” by selecting movies that will captivate us with the dark and
bright side of a love journey from different kinds of perspectives. Teaming
with Pabrikultur as the film curator, PIFF 2018 will present 10 best films,
starting from drama to animation. The chosen films are already
internationally recognize d in various film festivals, such as Berlin
International Film Festival and Canes Film Festival.
16. Plaza Indonesia Fashion Week

As the commitment to support fashion industry and retail in the country,
Plaza Indonesia Fashion Week (PIFW) 2018 will take place at The Warehouse
level 5 Plaza Indonesia. Number of young talented designers will showcase
the latest collection throughout the week such as Bin House, Sebastian Red,
Iwan Tirta Private Collection, Danjyo Hiyoji, Michelle Kristiani, Ted Baker,
Barli Asmara, and BCBG MAX AZRIA. The event is also to enliven for Plaza
Indonesia’s anniversary.
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17. JKT Street Beat
As the part of Plaza Indonesia’s 28th anniversary, Plaza Indonesia held a
creative event which is organized to support creative economy in Indonesia
that will be the celebration of visual and music through “Jakarta Street Beat”.
Plaza Indonesia collaborates with Dinda PS, a talented illustrator, the
visitorscould also join hand painted training by utilizing denim and leather
jacket material in the Magafaka workshop.
18. NEVER TOO LAVISH Hard Workshop

To bring Street Beat Spirit, an Indonesian mural artist, hard13 present at
Never Too Lavish Custom Show where but the artist will showcase his
mural on shoes, purses, wallet and accessories according to personalized
illustration. For Tattoo lover, pop up tattoo parlor will participate to enliven
the Jakarta Street Beat, featuring Revolver Tattoo Studio, Sidespace Tattoo
Studio and Twin Monkey and Thinking Tree Tattoo Studio. Art installation
by Guntur Timur will decorate the building with Birds Compositions theme
as the artwork is inspired by Persian classical literature, birds congress,
written by Faridudin Attar.
19. 90s night with LALAHUTA

LALAHUTA were formed in 2013 with only 3 members, they were just as an
accompaniment for a few Indonesian artist, their genre is pop. The event
itself is to bring back our memories from the golden era of the 90’s, Plaza
Indonesia wants visitors to feel the nostalgia while listening to 90’s music.
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1.2 Direct Competitors of Plaza Indonesia
 Same Region
1. Grand Indonesia
Grand Indonesia is located in Jalan M.H. Thamrin, Central Jakarta, Indonesia.

Practically Grand Indonesia located next to Plaza Indonesia and both malls
share the same visitors.
o Fashion Brands
Both places have similar high-end brands such as Gucci, Louis Vuitton,
Hermes, etc but Grand Indonesia has more options in stores with more
affordable price for millenials such as Cotton On, Forever 21, Woods, and
many more.
o Restaurants and Cafes

Grand Indonesia has more various updated restaurants and cafes compared
to Plaza Indonesia such as KOI Cafe, Colette and Lola Cake Shop, Union Deli,
Marche, Shaburi, Greyhound Cafe, Skye, Public Markette, and many more.
These cafes are another reason why Grand Indonesia is still more popular for
the millenials to visit than Plaza Indonesia.
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o Size
Grand Indonesia is 130,000m2 so they are bigger in size compared to Plaza
Indonesia. It’s also divided into two buildings, which are the West and the
East Mall.
o Family Attractions
Plaza Indonesia is still lacking in family attraction spots whereas Grand
Indonesia offers numbers of places that are intended for family such as arcade
and play area for kids.
o Parking Space
Compared to Plaza Indonesia, Grand Indonesia has a bigger area for parking
but also more crowded and its pretty hard to find parking spots on the
weekends.
o Public Transportation
Both Grand Indonesia and Plaza Indonesia have easy access for public
transportations since these two malls are next to each other and are located in
the heart of the city.
o Cinemas
The two malls have two different cinemas. Grand Indonesia has CGV Blitz
Cinema and Plaza Indonesia has XXI Theatre. Compared to CGV Blitz
Cinema, XXI Theatre is still more comfortable as it feels more private and
people in Indonesia are more familiar with XXI Theatre than CGV Blitz
Cinema.
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o Events
No. Event Date Location
1. Urban Sneakers Society 28 – 30 West Mall,
April 2017 5th Floor
3. SIMPLY POP UP MARKET “URBAN 22 – 25 Exhibition

CULTURE FESTIVAL February Hall, Level
2018 5
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1. Urban Sneakers Society
Urban sneakers society is the most awaited event of the year for
sneakerhead & streetwear enthusiast, where the best sneaker & streetwear
seller will showcasing their products. Sneaker & streetwear is not only a
part of fashion accessory, it is a culture that grows amongst the society.
The event is presenting sneaker raffle, sneaker exhibition, trade market,
legit checker and sneaker garage sale, there are about 50 tenants that will
provide sneaker & streetwear for visitors.
2. Simply Pop Up Market “Urban Culture Festival”

Urban Culture festival is a bazaar filled with diverse trendy local
products, there are several “Urban Workshop” such as Lipstick Making
Workshop by Emina, Makeup Class (Japanese look) by Canmake,
Hanging Shelf Workshop by Macrame, Handcrafting Ceramic Workshop
by Dam-Dam, Makeup Class (Korean Look) by Holika-Holika, Nail Art
Workshop by Lash Tokyo, Singing Dance and Fashion Show Performance
by Vanela School, Singing and Dance Performance by KBL Course,
Samyang Challenge. There’s also meen]t and greet with entrepreneur
artist such as Nia Rmadhani, Ariel Tatum, and Titi Kamal.
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2. Plaza Senayan
Plaza Senayan is located in Jl. Asia Afrika, Gelora, Tanah Abang,

Central Jakarta, Indonesia. This mall is recognized as one of the top five
shopping malls in Jakarta.
o Fashion Brands
Plaza Senayan has two department stores on its two sides ( Metro Department
Stores in South side and SOGO Department Stores in North side ) that Plaza
Indonesia doesnt have. As for high-end bands, Plaza Senayan has similiar
brands that Plaza Indonesia has. Plaza Senayan is is also the first shopping
mall where Victoria Secret opened its first store in Indonesia.

Plaza Senayan has more cafes and restaurants to choose compared to Plaza
Indonesia. Restaurants and cafes like Monolog, Madagascar, Union, Cafe De
Luca, and Remboelan are the examples of restaurants that Plaza Indonesia
doesn’t have.
o Size
Plaza Senayan is 130,500 m² so they are smaller in size than Plaza Indonesia. It
only has four floor levels including one basement and Plaza Indonesia has
seven floor levels including one basement.
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Both Plaza Senayan and Plaza Indonesia are actually lacking in family
attractions places but Plaza Senayan is famous for its giant musical clock
installed in the middle lobby that is considered to be the characteristics of the
mall and it always attracts lots of visitors attentions including kids.
o Parking Space
Plaza Senayan has spacious, large, area of parking lot in the basement and
also upper level of the mall. This shopping mall also has an outdoor area for
parking and the whole parking lot can hold 3,500 cars where Plaza
Indonesia’s parking lot can only hold approximately 1,900 cars.
o Public Transportation
To reach Plaza Senayan with public transportation like Trans Jakarta is harder
compared to Plaza Indonesia. The nearest bus stop from Plaza Indonesia is
the bus stop in Bundaran Hotel Indonesia and as for Plaza Senayan, the
nearest bus stop will be near the Ratu Plaza Mall which is quite a walk to
Plaza Senayan.
o Cinemas
Plaza Senayan and Plaza Indonesia both have XXI Theatre as the cinema. But
Plaza Senayan’s XXI Theatre has more expensive ticket price than in Plaza
Indonesia. The cinema in Plaza Senayan is also more packed on the
weekends.
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o Events
1. Plaza Senayan Instagram Competition 18 - 31 Bakerzin
December
2018
2. PLAZA SENAYAN FOOD WHEELS 15 August Outdoor

2017 - 15 Parking
April 2018 Area
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1. Plaza Senayan Instagram Competition
Plaza Senayan Instagram Competition is an event to celebrate Christmas,
it is a photo competition through Instagram. The participant must share
their favorite holiday moment at Plaza Senayan then upload it to
Instagram using #PSSHAREANDWIN #PSHOLIDAY
#PLAZASENAYAN then follow and mention to @Plaza_Senayan. The
prizes for the winners are Dolce Gusto Coffe Maker and JBL Speaker.
2. Plaza Senayan Food Wheels
Food Wheels Plaza Senayan was held from August 15, 2017 through April
15th, 2018 at Plaza Senayan’s Outdoor Parking Area. This event consists
numbers of local food trucks in Jakarta such as Eatruck, The Lime
Chicken, Sahara Food Truck, The Halal Boys, and many more. Many
foodies and regular people come to the Food Wheels Plaza Senayan to
grab a quick bite or just to hang out and get that food truck-dining
experience that is barely found in Jakarta. The concept of the food truck
inspired our event to build the tenants booths as interesting as the food
truck.
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3. Pacific Place Mall
This shopping mall is located in Jalan Jendral Sudirman, Senayan,

Kebayoran Baru, Kota Jakarta Selatan.
o Fashion Brands
Pacific Place Mall is also one of the malls in Jakarta that has numbers of high-
end fashion brands which makes this mall is similar in branded fashion with
Plaza Indonesia.

Pacific Place Mall also doesn’t have many restaurants or cafes to choose to
like Plaza Indonesia. Pacific Place Mall has pretty common cafes and
restaurants such as Starbucks and Paul Bakery.
o Size
Pacific Place Mall is considered pretty big since it has 9 floor levels including
2 basements.
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Pacific Place Mall has Kidzania where kids can play a role to work in a
profession they dream to be and also a workshop from the US Embassy called
@america. These two places are the main attractions for family in Pacific Place
Mall.
o Parking Space
Parking area in Pacific Place Mall is big considered that it shares parking lot
with the Ritz Carlton hotel.
o Public Transportations
Plaza Indonesia is still more convenient for commuters to access because
Pacific Place Mall is located inside the SCBD Area that does not have access to
public transportations other than application-based transportations like Gojek
or Grab and also conventional taxi.
o Cinemas
Pacific Place Mall has CGV Blitz Cinema for movie theatre. This cinema is also
considered not too busy, similiar to XXI Theatre in Plaza Indonesia.
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o Events
1. Speggtacular Spring 30 March - North
30 April Wing
2018 Corridor
Level 2
1. Speggtacular Spring 2018

Speggtacular Spring 2018 is an event that was held on April 2018 to
welcome Easter. This event has two competitions such as: Easter Egg Hunt
and Easter Egg Painting and also surprises like Easter Cashback, Easter Triple
Reward and Free Zoomov Pride. This event only has one post from
Instagram, and doesn’t have any review from online media.
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 Different Region
1. Pondok Indah Mall
This shopping mall is located in wealthy Pondok Indah area in South

Jakarta. Pondok Indah Mall has three buildings that are interconnected to
each other and are usually referred as PIM 1, PIM 2, and the newest one ,
which is called the Street Gallery.
o Fashion Brands
Pondok Indah Mall has several numbers of high-end fashion stores such as
Aigner, Braun Buffel, Longchamp, and many more as well as more affordable
brands like Zara, Uniqlo, Wakai, Berrybenka, Cotton On, and etc. Compared
to Plaza Indonesia, Pondok Indah Mall still has more option in fashion brands
that are more likely to be visited by millennials.

Pondok Indah Mall has way more varieties and options in restaurants and
cafes. Pondok Indah Mall even has this newer building called Street Gallery
where it's basically filled with restaurants and cafes for one entire building
that is also connected to the two other buildings.
39
o Size
Pondok Indah Mall consist of PIM 1, PIM 2, and street gallery which is
606,330 sq ft / 56,350 sq m (PIM 1), 746,711 sq ft / 69,397 sq m (PIM 2), and
2,289,588 sq ft / 212,787 sq m (Street Gallery)big in total. They are clearly
bigger compared to Plaza Indonesia.
Pondok Indah Mall has a Pondok Indah Water Park which attract many
families.
o Parking Space
Pondok Indah Mall has a large parking space as they have 3 Malls and all of
them are equipped with their own parking space.
PIM is a mall that is easy to be accessed by public transportations such as the
transjakarta and also online transports. They also provide conventional taxi in
Pondok Indah Mall 1.
o Cinemas
Pondok Indah Mall houses 2 XXI cinemas, one located in PIM 1 and the other
one in PIM 2.
40
o Events
1. Pasar Nusantara 10 – 20 PIM
August
2017
2. SPOOKTACULAR Halloween Festival 26 October Street
– Galery
November
2017
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1. Pasar Nusantara
Pasar Nusantara took place at Pondok Indah Mall from 10 to 20
August 2017. This is a special Indonesian independence celebration
event presented by Pondok Indah Mall. During this event there will be
many interesting activities such as: Pasar Jajanan Nusantara, Galeri
Nusantara (Batik Exhibition, Wayang and Keris), Fashiontastic Fashion
Parade, Ramayana Ballet, Kecak & Gamelan. The theme used as the
spirit in the celebration of Indonesian Independence Anniversary was
togetherness. Pondok Indah Mall also invited people to come back
together in united differences for a respectable nation.
2. SPOOKTACULAR Halloween Festival

“The Halloween Festival” was held on October 26th tp
November 5th 2017 and took place at the Main Atrium of Street
Gallery. There were Fortune Teller & Tarot Card readings as well as
Temporary Tattoo & Face Painting. Pondok Indah Mall also provides
Halloween Costumes & Accessories for the visitors.
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2. Central Park Mall
This shopping mall is located in West Jakarta and was awarded by

Asia Pacific Property Awards 2011 in association with Bloomberg Television
as Highly Commended Retail Development in Asia Pacific and The Best
Retail Development in Indonesia. Central Park Mall is also a part of the
Integrated Mega Projects of Podomoro City.
o Fashion Brands
Central Park Mall has luxury brand tenants like FURLA, Aigner, Braun
Buffel, etc. but they also have a lot of affordable brands for the millennials to
choose such as ZARA, Bershka, Topshop, etc.

Central Park have more varieties of restaurant than Plaza Indonesia. There are
Indonesian, Japanese, and Korean cuisine such as Chung gi wa, Cupbob,
Genki Sushi, Ippudo Ramen, etc. that are more affordable compared to the
restaurants in Plaza Indonesia.
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o Size
Central Park is a mixed-use complex including a shopping mall, office tower,
three apartments, and a hotel covering an area of about 655,000 square
meters. The shopping mall itself has 9 levels of floor and 125,626 square
meters of total retail floor area. Central Park Mall is also interconnected to the
newer mall next to it, called Neo Soho Mall.
Central Park features a musical fountain at the park area with daily shows.
This shopping mall also has a family karaoke place called Inul Vizta Family
KTV, as well as Fun World for children to spend time. Central Park also
presents the largest Gramedia Bookstore in Indonesia.
o Parking Space
Central Park can hold up to 6000 cars to park. This number is way bigger than
Plaza Indonesia parking lot that only has approximately 1,900 parking bays
for cars to park.
Central Park Mall can be reached by Trans Jakarta and the access is fairly easy
since the bus stop is connected to the shopping mall itself. Central Park Mall
can also be reached with online transportations like Gojek ot Grab.
o Cinemas
This shopping mall has the second largest CGV Cinema in Indonesia as the
movie theatre that has 10 auditoriums with a total capacity of 1905 seats. The
ten auditoriums consists of eight regular auditorium with a capacity of 172 to
393 seats.
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o Event

1. BOUNDLESS JUB1LATION 6 Central
September Park &
– 1 October Neo Soho
2017 Atrium
1. Boundless Jubilation
Boundless Jubilation is a 1st & 8th anniversary bash Neo Soho and Central
Park Mall, this event is one of PT.Agung Podomoro Land’s mega project.
There are a few series of events such as Tenant Fashion Runway x
Influencer,Anniversary Fireworks Show, Neo In Style – IFC, Live Mural
by 8 Visual Artist, Makers fest, Kids Fashion Runway, Extra Rewards
Extra Prizes, 8Jub+1Lant Deals Everyday, and many more.
45
1.3 Indirect Competitiors of Plaza Indonesia
 Same Region
1. Lotte Shopping Avenue
Lotte Shopping Avenue is located in Karet Kuningan, Kecamatan

Setiabudi, Jakarta Selatan
o Fashion Brands
Lotte Avenue has more affordable fashion brands than Plaza Indonesia.
Brands such as Uniqlo, H & M, Fossil, and The Goods Department can be
found in this shopping mall.

Lotte Shopping Avenue is known to have many options for their restaurants
and cafes. They have more choices for indonesian, japanese, and korean
cuisine compared to Plaza Indonesia. For example for korean cuisine they
have Samwon Garden, School Food, Yoogane, Bulgogi Brothers, and more.
This mall also have variety of cafes that are more affordable for the
millennials.
46
o Size
Compared to Plaza Indonesia, Lotte Shopping Avenue is bigger in size as
they are 77,000 square meters big but they have proper arrangements of
tenants that makes it easy for the visitors.
This mall has Amazing Zone or more known as Amazone. It is an
entertainment center with variety of games that can be enjoyed with friends
and family.
o Parking Space
The parking area in Lotte Shopping Avenue is big enough and it is easier to
find parking because their mall is not too crowded.
Lotte Shopping Avenue has proper access to conventional taxis but for
accessing other public transportations, Plaza Indonesia is more convenient.
o Cinemas
Lotte Shopping Avenue has XXI Cinema as the movie theatre and it usually
got busy after work hours.
47
o Events
1. Ame Matsuri 2017 1 April Lotte
2017 Shopping
Avenue
Atrium
2. LINE POP UP STORE & SIGNING EVENT 20 – 22 Lotte
October Shopping
2017 Avenue
Atrium
1. Ame Matsuri 2017

The AME MATSURI 2017 competition is a media for people who are creative,
innovative and courageous to answer the challenge to show their best abilities
on this show and to gained a Golden Ticket to the BACK Royal Cosplay
INDIE GO event and be the ambassador of change and creativity of the
archipelago.
2. LINE WEBTOON Pop-up Store

This event has a Pop-up Store where people could shop their favorite
webtoon merchandise & joined a Signing Event with webtoonist-webtoonist
from Indonesia and Korea.
48
2. FX Sudirman
fX Sudirman is a shopping mall located in Jalan Pintu Satu Senayan,

Sudirman, Jakarta. The mall has eight levels of floor that includes fashion,
food, beauty, entertainment, and business meeting facilities. This shopping
mall was opened on July 2008.
o Fashion Brands
fX has numbers of options of affordable fashion stores such as Giordano, The
Executive, Contempo, Hush Puppies, and many more. Compared to other
shopping mall, though, fX shopping mall doesnt have many options of
fashion stores.

Although lacking in fashion stores, fX Sudirman has tons of options of
restaurants and cafes compared to Plaza Indonesia. Restaurants such as Al
Zein, Bengawan Solo, Karaagee Oishi, Monviet, Ya Kun Kaya Toast, Sate
Khas Senayan, Wingstop, QQ Kopi Tiam, Ichiban Sushi, Pepper Lunch, Ta
Wan, are located at fX Sudirman. This shopping mall also has a food court on
the 5th level called Eat n Eat, and also options of snack booths such as
Chatime, Chapayom, Baskin Robbins, Hop-Hop, and many more.
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o Size
fX Sudirman has nine levels of shopping mall including one level of
basement. However, the 4th, 6th, 7th, and 8th level are empty and dont have
any tenants. Harris Hotel is located above the 8th level of fX Sudirman and a
gym, pool, and tennis court are located on level 10th.
This shopping mall has JKT48 theatre in fourth floor of the mall where the
idol group, JKT 48 performs regularly since September 2012. fX also has a
closed meeting places known as “fPod” that involves 10 Indonesian national
and international architects such as Ridwan Kamil, Leonard Theosabatra,
Alvin Tjitowirjo, Willis Kusuma, and Avianti Armand to create this newer
concept in the mall. fPod includes audio-visual equipment, wifi, and songs for
guests wishing to use the fPod to karaoke.
o Parking Space
fX Sudirman parking space is quite large and since the shopping mall is not as
crowded and busy as the other competitors shopping malls, it is fairly easy to
find a parking spot in fX.
Trans Jakarta bus stop is located not far from fX Sudirman shopping mall. The
shopping mall itself is easy to reach with other public transportations such as
Kopaja or Metromini, as well as online public transportations like Gojek or
Grab. Blue Bird Taxi Pool is also available within the mall.
o Cinemas
fX used to have a movie theatre by Cinemaxx on the 7th floor but it got closed
down since July 2017.
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o Events

1. Treasure Market 21 – 23 July Atrium F3
2017
1. Treasure Market 2017

Carousell collaborated with the London School of Public Relations to held
Treasure Market which is also known as Jakarta’s biggest curated preloved
market. It is an event that motivates the youngsters to be creative and
innovative in the business world. The name ‘Treasure Market’ symbolizes the
number of tenants present in the event. The tenants provide pre-loved items
ranging from fashion, lifestyle, vintage, and toys. The event got so many
positive reviews from the people. they are satisfied with the fun of the event
and the product that are still in high quality even though its a preloved
market.
51
3. Kota Kasablanka
Kota Kasablanka is located in Tebet, South Jakarta, Indonesia. Kota

Kasablanka is one of the most famous mall in Jakarta for the young
millennials generations.
o Fashion Brands
Unlike Plaza Indonesia, Kota Kasablanka doesnt have branded vendors like
Louis Vuitton, Chanel, Celine, and etc. inside the mall. They have variety of
brands that are more famous among the young millennials such as Bershka,
Zara, Pull&Bear, and many more.

Kokas has more options for restaurants and cafes compared to Plaza
Indonesia. They also have cheaper snack booths which attract the young
millennials
o Size
As in for the size of the retail floor area itself, Kota Kasablanka is 60,000 meter
square which makes this shopping mall is smaller than Plaza Indonesia with
105,072 meter square area. However, Kota Kasablanka Mall has more levels of
floor than Plaza Indonesia.
52
Kota Kasablanka has more family attractions than Plaza Indonesia like
Amazing Carribean arcade, Toy Kingdom, and Zoomoov.
o Parking Space
Parking area in Kota Kasablanka Mall is pretty large but it does get very
crowded and full during weekends.
The mall also have a great access to conventional taxis and online
transportations.
o Cinemas
Kota Kasablanka Mall has XXI Cinema as the movie theatre and it is busier
than XXI Cinema in Plaza Indonesia.
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o Events
1. Blogger Day : Sun Life Future Plan 2017 18 February Aruba
2017 Room
2. Indonesia Jaya Expo 17 – 19 Kokas
November Atrium
2017
3. QLAPA MARKET 23 – 28 Food
January Society
2018 Atrium
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1. Blogger Day: Sun Life 2017
Sun Life Financial Indonesia host a blogger day for the bloggers that
will be enhanced with informations about investments, finance, business, and
insurance. The event is filled with talkshows and workshops by guest stars
and completed with bazaar and fun games for the visitors.
2. Indonesia Jaya Expo

TNI AU dan PIA Ardhya Garini present Indonesia Jaya Expo, an event
to increase awareness of the people about TNI AU. There will be booths that
are supplied with TNI AU attributes for the people to see, talk shows, stand
up comedy, movie screening “ambarawa 47”, and last but not least completed
with music performance by RAN. Indo Jaya Expo got 86% for ‘good’ and 14%
for ‘satisfied’.
3. QLAPA Market
A market world for the crafters where it is a chance for them to show
their products directly to their customers. 35 and more handcrafters will be
supporting the event while promoting varieties of their products ranging
from clothing, shoes, accessories, home decor, and many more. Visitors left a
positive review giving 100% for ‘satisfied’
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 Different Region
1. Mall Kelapa Gading
Mall Kelapa Gading opened on 1990, is a modern shopping and

entertainment center located in Kelapa Gading, Jakarta. Mall Kelapa Gading
comprises several parts, namely Mall Kelapa Gading 1,2,3,5, La Piazza and
Gading Food City.
o Fashion Brands
Unlike Plaza Indonesia, Mall Kelapa Gading doesn’t have luxury brands but
varieties of shopping tenants that are more affordable to the millennials such
as Stradivarius, Pull & Bear, UNIQLO, ZARA, etc. They also have SOGO
department store. In addition, Sephora the retail make up store is available in
this mall.

There are more varieties of food compared to Plaza Indonesia. The mall
includes La Piazza, a structure dedicated to restaurants and cafes. Mall
Kelapa Gading has 2 sections for food, with cafes being in the Gourmet Walk
and a 6000 m² food-court in Food Temptation. They also have a lot of
Japanese, Korean, and Indonesian cuisines like Fook Yew, Penang Bistro,
SHABURI, and etc.
56
o Size
Mall Kelapa Gading has a total gross area of 130,000 m² on three floors. There
are over 600 tenants, 30 fashion boutiques, 6,000 m² of food court, and several
other entertainment facilities.
Kelapa Gading Mall has Kids Safari edutainment which is a facility that
provides playground for kids and one stop shopping service. They also have
Timezone games gallery and a 24-lane bowling Viva bowling alley.
o Parking Space
Mall Kelapa Gading is equipped with 3 parking space also with valet parking
service. The area is large enough but it could be too full during the weekend
when its crowded.
Mall Kelapa Gading is close to the LRT station of Kelapa Gading and the
location is accessible for the online transport as well. They have 3 spots for
conventional taxi, each one in MKG 2, MKG 3, and MKG 5.
o Cinema
Mall Kelapa Gading provides Gading 21 Cinema which is more crowded
compared to the cinema in Plaza Indonesia
57
o Events
1. The Lantern Legacy 2017 16 Townsqua
December re
2017 Cilandak
2. Jakarta Fashion & Food Festival 12 April – 7 Summarec
May 2017 on Kelapa
Gading
3. Kicks Con 2017 30 Lobby
November MKG 3
3 December
2017
4. Jakarta Fashion & Food Festival 2018 5 April – 6 Summarec
May 2018 on Kelapa
Gading
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1. The Lantern Legacy 2017
The Lantern Legacy is an event to celebrate the Chinese New Year. There will
be number of activities that involves prize money which are Lunar Shopping
Market, Lucky Angpao Tree, Angpao For You, and Free Dining. Barongsai
performances, Liong Dance, Wushu Rajawali Sakti, Changing Mask Dance,
and Chinese Traditional Music are the entertainments to hype up the event.
2. Jakarta Fashion & Food Festival 2017

The annual fashion & food festival presenting the collection of Indonesia’s
culture designed by top & uprising designers through catwalk in Fashion
Festival and Fashion Village. There will be a unique culinary atmosphere
where there are variety of cuisines that can be found.
3. Kicks Con 2017

Kicks Con is an event made for the sneaker addicts as it is filled with some
fun sneakers activities. there will be sneakers bazaars and workshops, sneaker
auction, and even sneaker custom where you are able to custom your own
kicks. You will be entertained by some music performances and a basketball
competition. The review is a positive one as 100% of the audience voted for
good.
4. Jakarta Fashion & Food Festival 2018

The annual fashion & food festival presenting the collection of Indonesia’s
culture designed by top & uprising designers through catwalk in Fashion
Festival and Fashion Village. There will be a unique culinary atmosphere
where there are variety of cuisines that can be found.
59
2. Kemang Village
Kemang Village is an entertainment center located in Jl. Pangeran

Antasari No. 36, Jakarta Selatan. The mall that is also known as Kemvill has 6
floors and their area is also shared with the Lippo Kemang Apartment.
o Fashion Brands
There are no branded vendors in Kemang Village but the mall is equipped
with several famous clothing store such as stradivarius, Pull & Bear, ZARA
that are popular among the millennials. They also have MATAHARI as their
department store.

Kemang Village is filled with so many restaurants and cafes ranging from
italian, chinese, to vietnamese food such as TGIFridays, Classified, Ootoya,
The Duck King, etc. also the cafes in Kemvill is interesting and comfortable to
hang out in.
o Size
Lippo Mall Kemang consist of 6 floors and the arrangement of the tenants is
very proper making it easy to shop or choose restaurants. The clothing
60
tenants are mostly located on the ground floor and other entertainments such
as theater and family attractions are located on the upper floors.
A new family entertainment centre called WOWZONIA is opened in Lippo
Mall Kemang. WOWZONIA is a fully themed entertainment centre where
children and families can play and dine together. Other than that,
TIMEZONE the center of games is also available in Kemvill. The timezone in
this mall is known for their photobooth which attract the millennials.
o Parking Space
The car parking lot in Kemvil is up to 2,326 and the motorcycle parking is up
to 1,311. Their parking lot is good enough for space and they also provide
valet parking service.
Going to and from Kemang Village with transjakarta is accessible and using
online transport is also very easy due to the location.
o Cinema
The xxi cinema of Lippo Mall Kemang is located on the third floor. Their
cinema is counted as crowded.
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o Events
1. Artsy Whimsy Market & Museum 10 - 12 Lippo Mall
March 2017 Kemang
Atrium
2. Damn We Love This City Festival Market 17 – 20 Lippo Mall
August Kemang
2017 Atrium
3. Kompasianival 2017 21 October Avenue of
2017 the Stars
62
4. Sneakerpeak Kemang Vol.3 18 – 22 Lippo Mall
April 2018 Kemang
Atrium
1. “Artsy Whimsy” Market & Museum

The Artsy Whimsy Market & Museum that collaborated with WALL’s
ice cream sandwich is a thematic market for young entrepreneurs with the
biggest retail bazaar and culinary festival. The market provides creative and
innovative fashion products, accessories, and home decors also completed
with a culinary festival. The event is filled with positive reviews from people
posting a picture of them enjoying the event. This Market & Museum is an
annual event that is expected by everyone.
2. “Damn We Love This City!” City Festival Market

Lippo Mall Kemang and City Festival Market will present various
interesting activities with the theme "Damn We Love This City". An event
where its all going on as you can find fashion, culinary, music, and
knowledge in one place. There will be fashion show, workshop, talk shows
from inspiring people, pop up barber, sneaker bazaar, live music
entertainment, and last but not least a culinary festival. The review is an all
good positive one from the people 50% voted for ‘good’ and the other 50% for
‘satisfied’.
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3. Kompasianival
Kompasianival is a cultivation event of kompasiana. it is the largest
bloggers meeting in Indonesia. the theme will be “Generation Collaboration”
where there will be a lot of bloggers for the sharing session. Kompasianival
made a lot of fun activities for the visitors to participate. The review is a
positive one from the audience as they voted 100% for ‘satisfied’
4. Sneakerpeak kemang vol.13

Sneakerpeak kemang is the right place to find varieties of sneakers. The
event is filled with sneakers such as Nike, Air Jordan, Adidas, Onitsuka,
Vans, and many more. The event that will last for 5 days is entertained by
tunes by Daffa Jnaro, @jidho, and much more.
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1.4 SWOT of Plaza Indonesia
Strength
Plaza Indonesia is a luxury brand mall that is located in Jl. M.H. Thamrin
Kav 28-30, Gondangdia, Central Jakarta which is a strategic location for people to
visit. Their Strength is having varieties of branded tenants in the mall which
causes them to have segmented exclusive visitors. The mall also have access to
the Grand Hyatt Hotel, the hotel that is designed to convey timeless luxury and
provide a sanctuary in the city.
Weakness
However, as Plaza Indonesia is located in one of the main busy location in
Jakarta, their Weakness is the access to the mall. Most of the time it will be too
crowded and people need to go through heavy traffic to get to the mall. But, the
number of visitors visiting Plaza Indonesia wont be a problem just because of the
access.
Opportunity
The behavior of people in Jakarta is an Opportunity. The significant
economic growth of people here in Indonesia especially in the metropolitan city
Jakarta cause society to become more consumptive and chose to shop in a
premium shopping mall. The people who belong to social class A would choose
exclusive malls like Plaza Indonesia but there are other premium malls in Jakarta
that is also popular among the people.
Threat
The competitors existing is a Threat for Plaza Indonesia because other
premium malls could attract more millennials visitors.
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1.5 Problem Statement
Many people considered Plaza Indonesia as an exclusive shopping mall

for adults of social class A and B. Millennials are not interested to visit Plaza
Indonesia because they have a few information about the millennials area in
Plaza Indonesia which is located in the 4th and 5th level. People used to claim
that Plaza Indonesia is a place for an expensive shopping only. That is the
reason why Plaza Indonesia is doing revamping on the 4th and 5th level so that
Plaza Indonesia can be a suitable place for millennials to hangout. Millennials
can hangout at places like Infinity Room at the 5th level to take instagramable
pictures, hangout at coffee shop like Starbucks, or even go shopping for clothes
or shoes. Millennials can either hangout with their friends or family.
Plaza Indonesia is considered as one of the most interesting malls

because they have a lot of events every year. But unfortunately, events that
held in Plaza Indonesia did not attract the millennials’ interest. For the 90’s
event itself, Plaza Indonesia held a 90’s Party with LALAHUTA in 2018 but it
did not leave a significant impression on the audience. Few people liked the
event, however, the event needed more engagement with the audience. This is
why we are creating ‘Whip Up The 90s’ event that is likely to engage the
audience more through competitions such as moodboard challenge and styling
competition because these competitions are more interactive. Millennials can
interact with the influencers during the competition, during the questions and
answers session on the talk show or during the meet and greet with Dipha
Barus. This way, this event is hoped to be remembered by audience and leave a
memorable impression.
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CHAPTER II
OBJECTIVES
2.1 Aim
1. To introduce the Revamping of Plaza Indonesia’s 4th and 5th floor

2. To increase the visitor’s traffic of Plaza Indonesia.
2.2 Strategic Objectives
To increase traffic visitors especially millennials age 18-28 years old through
fashion activities in the pre-event, main event, and post-event that will be
held from September until December 2018.
SMART Analysis
o Specific
We aim to increase visitor traffic in Plaza Indonesia’s 4th and 5th floor
through a 90s theme fashion event called Whip Up The 90’s which introduces
the existing tenants to the millennials (18-28 years old)
o Measurable
Visitor’s Traffic
The current data for the average foot traffic of Plaza Indonesia’s visitor is:
 Weekdays: 20.000 visitors/day
 Weekends: 25.000 visitors/day
We aim to increase the visitor’s traffic in Plaza Indonesia’s 4th and 5th floor
by 500% in 8 months based on the datas above;
 Weekdays: 20.000 x 500% = 100.000 visitors/day
 Weekends: 25.000 x 500% = 125.000 visitors/day
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Keyword Search on Online and Social Media on Malls
Detik.com (Keyword: “Mall”)
Mall Numbers of Search
Plaza Indonesia 1493
Grand Indonesia 11628
Plaza Senayan 3323
Pacific Place 3174
Pondok Indah Mall 1280
Central Park Mall 464
Lotte Shopping Avenue 35
fX Sudirman 178
Kota Kasablanka 1395
Mall Kelapa Gading 994
Cilandak Town Square 897
Kemang Village 48
68
Kompas.com (Keyword: “Mall”)
Plaza Senayan 12900
Pacific Place 6670
fX Sudirman 2980
Kemang Village 2020
69
Okezone.com (Keyword: “Mall”)
Plaza Senayan 2920
Pacific Place 1920
fX Sudirman 956
Kemang Village 474
70
Tempo.co (Keyword: “Mall”)
Plaza Senayan 4630
Pacific Place 2380
fX Sudirman 590
Kota Kasablanka 734
Kemang Village 327
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Hashtag on Instagram (#mall)
Plaza Indonesia (#plazaindonesia) 251000
Grand Indonesia (#grandindonesia) 343000
Plaza Senayan (#plazasenayan) 121000
Pacific Place (#pacificplace) 92700
Pondok Indah Mall (#pondokindahmall) 100000
Central Park Mall (#centralparkmall) 100000
Lotte Shopping Avenue (#lotteshoppingavenue) 23500
fX Sudirman (#fxsudirman) 25400
Kota Kasablanka (#kotakasablanka) 99200
Mall Kelapa Gading (#mallkelapagading) 50700
Cilandak Town Square (#cilandaktownsquare) 13900
Kemang Village (#kemangvillage) 56300
72
According to Detik.com, the highest numbers of search for the keyword ‘mall’
goes to Grand Indonesia. The mall got 46% representing 11628 people.
According to Kompas.com, the highest numbers of search for the keyword

‘mall’ goes to Grand Indonesia with 77% representing 304000 people.
According to Okezone.com, the highest numbers of search for the keyword

‘mall’ goes to Grand Indonesia for 58% representing 31600 people
According to Tempo.com, the highest numbers of search for the keyword

‘mall’ goes to Grand Indonesia for 50% representing 31100 people
According to the hashtags in Instagram, the highest numbers of #mall goes to

Grand Indonesia (#grandindonesia) for 27% representing 343000 people.
According to the numbers of search in online media and social media, Grand
Indonesia has the largest number of search. Grand Indonesia is a shopping
mall located in Jl. M.H. Thamrin No.1 RT.1/RW.5 in the Central of Jakarta.
Grand Indonesia or also known as GI is a mall that have a lot of choices for
restaurants, fashion, beauty, cafes, and more. Compared to other malls
conducted in the survey, GI is more complete. The tenants are complete from
the luxury ones to the ones that are more affordable for all classes. That's why
GI is liked by many people from Jakarta and even visitors from other regions
making them to be interested in searching about things going on in the mall.
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Plaza Indonesia keyword on Online Media reach 78.993/536.693 articles.
78.993536.693100 = 14,72 %
#PlazaIndonesia on Instagram reach 251.000/1.276.700 hashtags.
2510001276700100 = 19.66 %
78.993 + 251.000 = 329.993, we believe that we can increase 500% from 329.993;
329.993 x 500% = 1.649.965
The target is 1.649.965 articles and hashtags in 8 months.
o Achievable
Whip Up The 90’s consists of pre-event, main event, and post event that will
be held from September to December 2018
o Realistic
We believe that we can increase the number of traffic visitors with budget
allocation Rp 300.000.000,00.
o Timed
The deadline of this event is December 2018
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2.3 Tactical Objectives
Pre-Event
Social Media Challenge

This challenge will start from September through the end of November 2018.
We will be holding this challenge for 2 months so that people have enough
time to join our Social Media challenge.
Campus Roadshow & Moodboard Challenge

We will hold the campus roadshow in the afternoon in order to get more
participants for our Moodboard challenge and our fashion talkshow (there are
more students who take classes in the afternoon compared to the night time).
This roadshow will last for 5 weeks in total because we target one campus to
visit for each week.
Main Event
Mini Quizzes
The mini quizzes will be done during the first day of main event to make the
event more interesting and it will be held in our main event area which is on
the 4th floor of Plaza Indonesia.
Styling Competition
The Styling competition will be done in the afternoon to make sure that every
participants chosen can make it to the competition held in Plaza Indonesia on
time. We also chose to hold this competition on the 4th floor of Plaza Indonesia
because that’s where our main event is located.
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Fashion Show
The fashion show will be held on the first day of the main event around 5:30
PM after the styling competition’s done and will take place at the main event
area on the 4th level of Plaza Indonesia. The fashion show will show the
results of the styling competition and will be hosted by Sonia E. and Alvasus.
Talkshow
The talkshow will be done by fashion influencer, Jovi Adhiguna on the second
day of the main event to keep the traffic going on even for the last day of our
main event. Jovi will first do the talkshow and a Q&A session afterwards
starting from 1:30 PM to 4 PM as the opening of our second day of main
event. This talkshow will take place in the main event area on the 4th level of
Plaza Indonesia.
Product Activation
The product activation will take place on the second day of the main event in
the afternoon and will be hosted by beauty influencer, Vinna Gracia. Vinna
will also give a make-up demonstration using Rollover Reaction’s products
that surely will bring traffic to our event. The product activation will take
place in our main event area on the 4th floor of Plaza Indonesia.
Fashion Runway
The fashion show will be done by fashion tenants of the 4th and 5th floor of
Plaza Indonesia. The fashion show from the 4th and 5th level of fashion tenants
from Plaza Indonesia will be held from 5 PM to 6 PM to pre-conclude our last
day of the event.
Best Costume Competition

The competition will be held on the last day of our main event starting from 6
PM until done. This competition is open for public and visitors can register
themselves in the booths located on the left and right wings of the venue on
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the 4th floor of Plaza Indonesia. The result of the competition will be
announced later on at the end of the event.
After Party
“To 90nities and Beyond” is a 90s party where people should dress up
wearing the 90s outfit to enjoy some free drinks and snacks while listening to
music performances by Diskopantera and DJ Dipha Barus. At this party, there
will be some announcement for competition and challenges resulst to close
the event.
Post-Event
Publicity through Media, Journalists and Communities

All the media partners and communities invited to our event will make a
news coverage about our main event to review the event we held. This can
also create a new image for the 4th and 5th level of Plaza Indonesia.
Make an Event Recap Video on Youtube

Our Photographer and Videographer will be documenting all the activities in
the main event of Whip Up The 90s and compile them as a video recap of our
event that will be posted on Plaza Indonesia’s YouTube to bring more
awareness about the 4th and 5th level of Plaza Indonesia.
Create Event Gallery Through Social Media and Website

The pictures and videos documented will be posted in Plaza Indonesia’s
Social Media and Website with hashtags #PlazaIndonesia, #WhipUpThe90s
and #To90nitiesandBeyond so people can look back to the event we held.
Thank Through Social Media and Website

To thank our participants and media involved, we will dedicate a “thank-
you” post through Plaza Indonesia’s social media.
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CHAPTER III
PROJECT OVERVIEW
“ WHIP UP THE 90’S “
3.1 Background of Whip Up the 90’s Event
Fashion is the way people expresses themselves through different kinds

of clothes, accessories, and shoes. That is why fashion plays an important role
to our daily lives. The fashion world is always evolving, each year new styles
and new outfit inspirations come out and each year the trend will change. But
in the year 2017, the fashion industry brought back style from the 90s where
stripes, oversized sweatshirts, and fringed denim will be a trend again. The
1990s have come back to show us what we’re missing and where we went
wrong. So why a 90s theme event? because the 90s style is slowly making a
comeback making it the next big thing. Brands started creating the modern-
vintage fanny packs, crop top & mom jeans, and a whole lot other fashion
materials back in the 90s. Not only clothes but the hairdo in the 90s is also
slowly getting the spotlight again. Everyone is now competing to have the most
vintage look. So “Whip Up the 90s” will take you back to the 90s.
Nowadays everyone including the millennial shows off their vintage

modified style to meet the demands of today’s fashion. Other than realizing
how important fashion is to people, Plaza Indonesia’s 4th and 5th floor that are
mostly filled with vendors that sell clothing is also one of the reasons why we
chose to held a fashion event.“Whip Up the 90s” is an event focusing on
entertaining visitors with several activities that will have the 90s fashion style
as the theme. Why the 90s fashion?A chance for the millennials to enhance their
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knowledge on fashion while being able to shop around for some vintage
clothing from different tenants existing in Plaza Indonesia’s 4th and 5th floor.
3.2 Key Message of Whip Up the 90’s Event
Whip Up The 90’s is trying to bring the 90’s culture back because 90’s
represent the golden era period. Millennials generation at the age of 18 – 28 a
mostly lived in the 90’s era and they know exactly how great of 90’s era was.
Plaza Indonesia provides not only high quality high-end brands and
restaurants, but also provides fun and entertaining brands, restaurants and
hangout places that suit the millennials needs and wants in the 4th and 5th
level section.
We want to enhance and introduce the stores from Plaza Indonesia’s

4th and 5th level by using only tenants from Plaza Indonesia’s 4th and 5th
level. We want to inform our target public that they can buy 90’s fashion from
the tenants daily. We also want our target public to enjoy the 90’s vibe during
the main events.
3.3 Tagline of Whip Up the 90’s Event
“Repeating The Golden Era”
The fashion theme of “Whip Up the 90s” event is 90s, however, we are
adding an innovation to the fashion making the event a 90s modern fusion-
themed event. While it is true that today the 90s fashion trend is coming back,
we want to show the millennials that they can wear the look better than it was
years ago. Thus, they can make innovations to the trend cycle today or even
in the future.
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Another meaning of the tagline is a hope that the vibe that is left from
this event will never end — in other words it is being remembered repeatedly
and the event becomes an annual cycle.
3.4 Logo of Whip Up the 90’s Event
We chose Whip Up The 90s to be the name of our event because we

want to “whip” the memories and euphoria from the ‘Golden Era’ of 90s,
which for some of millennials left their childhood and teenage best memories
that can not be repeated.
By “Whip” we meant is to ring the old memories of 90s in an energetic

way, which we didn’t want people to remember their bad memories of 90s,
we expect people to reminiscing their good memories of 90s. We also wanted
to introduce young millennials who didn’t grew up on the 90s to feel the
euphoria from the ‘Golden Era’ of the 90s.
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3.5 SWOT of Whip Up the 90’s Event
Strength
“Whip Up the 90’s” is a 90s themed fashion event that take people back
to the era of stripes, denim overalls, bandanas, and other vintage style that is
a trend again now. Unlike other usual fashion events with only fashion
shows, we make people reminisce while making them have a lot of fun
through a much more interesting activity. Our Strength is that the activity we
provide is unique. We will have a Styling Competition. This is a competition
where visitors would be given a period of time to shop with the given amount
of money and use the items bought to style a model. The best style will win
and get a prize. The clothes will be provided by the tenants in Plaza
Indonesia’s 4th and 5th floor that will cooperate with our event.
Weakness
However, as our event is a fashion themed event, our Weakness would
be in the audience. The audience will be limited as it is segmented to the ones
who enjoy fashion, beauty, and music.
Opportunity
But, with just segmented audience, it is also an Opportunity for us to
be able to be more intimate. The event is a two way communication because
audience are being involved through competitions, talk shows, and process of
trade. The segmented audience would not also be much of a problem to the
number of visitors because the fashion trend goes in a circular motion. The
90s fashion is a trend again now, so our 90s theme fashion event would still
catch the visitors attention.
Threat
Lastly, the Threat of this event would be the list of existing fashion
events that have been made before our “Whip Up the 90s” that could be
leading to comparisons.
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3.6 Description of Whip Up the 90’s Event
Whip Up the 90’s Moodboard / Inspiration Board
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3.6.1 Pimp the 90’s Roadshow Pre - Event Description
Before starting the Main Event, we will hold a pre-event to support our
main event. In our pre-event, Campus Roadshow is important for us to
attract traffic from the campuses’ participant.
Pimp the 90’s Roadshow : Campus Roadshow
The campus roadshow is named ‘Pimp the 90’s’ roadshow.

Before starting the roadshow to campuses, we will be distributing
flyers and posters to each campus so that people will be aware of the
roadshow dates and competitions that will be held. The roadshow will
also be promoted through Plaza Indonesia’s official Instagram account
(@plaza_indonesia) for two weeks before the first roadshow. During
the roadshow, in each campus we will open a booth for “Whip Up the
90’s” event to sign up for the competition and get more information
about our upcoming events.
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These are the five campuses that we are targeting:
1. ESMOD Jakarta
ESMOD is the worldwide fashion education leader, present in

15 countries worldwide, with 23 different schools. ESMOD was
brought to Jakarta in 1994 by Ibu Hartini Hartarto. ESMOD Jakarta
actively connects students with key players in the fashion industry
through participation in numerous fashion events like fashion shows
and competitions.
Reasoning:
Since ESMOD is a worldwide fashion education leader, the students
are capable of concepting fashion ideas. They have the experience in
the fashion practice and understands the concept of moodboard.
For the roadshow in this campus, we will use their classroom for
talkshow and moodboard challenge.
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*note : This is the venue (classroom) of ESMOD that will be used for our Roadshow
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2. Lasalle College International Jakarta
LaSalle College in Indonesia is an international design college

member of the LCI Education network based in Canada. Students in
Lasalle College can choose any of the following majors: Digital Media
Design, Photography, Interior Design, Artistic Makeup, Fashion
Design and Fashion Business. This show that students in Lasalle
College are interested into Fashion. Lasalle in Indonesia located in
Jakarta and Surabaya. In Jakarta, Lasalle is located in Sahid Office
Boutique and Sahid Sudirman Residence.
Reasoning:
Since Lasalle College is an international design college, the students are
capable of concepting fashion ideas. They have the experience in the
fashion practice and understands the concept of moodboard.
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*note : This is the multifunction classroom in Lasalle College that will be used for
our Roadshow
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3. Raffles Fashion Institute
Raffles is a subsidiary of Raffles Education Corporation (REC), the

leading education group in the Asia Pacific region. they have a
network all around the Asia Pacific, in countries such as Australia,
Cambodia, China, India, Indonesia, Malaysia, Mongolia, Philippines,
Singapore, Sri Lanka, Thailand. Raffles institute in Indonesia located in
Jakarta and Surabaya. In Jakarta, Raffles is located in Jl. Jenderal
Sudirman (part of citywalk).
Reasoning :
Most of the majors at Raffles Institute are design and fashion. The
fashion students are capable of concepting fashion ideas. They have the
experience in the fashion practice and understands the concept of
moodboard.
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*note : This is the Classroom of Raffles Institute that will be used for our roadshow
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4. BINUS International
Binus University International is established in 2001 with their

first partnership with Australia. Students in this university can choose
programs with single or dual degrees in several majors such as
Fashion. Based on that, students in Binus International will probably be
interested in fashion industry.
Reasoning :
Since BINUS International has a major in fashion, we will have
potential participants who will be interested in joining the moodboard
challenge. They have the experience in the fashion practice and
understands the concept of moodboard.
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*note : This is the multifunction hall in JWC campus, Binus International that will be
used for our roadshow
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5. London School of Public Relations Jakarta
London School of Public Relations or also known as LSPR is a

communication school established since 1992. The owner of LSPR, Prita
Kemal Gani used to only develop the London School as a course for the
Public Relation studies but then 7 years later the course turned into a
graduate school of communication. The London School of Public
Relation consist of several majors such as Mass Communication, Public
Relations, Marketing, Digital media & Advertising, International
relations, Performing Arts of Communication, and introducing the new
major which is Entrepreneurship in 2017.
Reasoning :
The club LSPR Modelling has a fashion stylist division, we will have
potential participants who will be interested in joining the moodboard
challenge. They have the experience in the fashion practice and
understands the concept of moodboard.
For the roadshow in this campus, we will use their Drama Room for
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*note : This is the Drama Room of LSPR that will be used for our roadshow
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Pimp the 90’s Roadshow : Campus Roadshow Mechanism
Date Time Duration Activity PIC

August 23rd 08.00 – 12.00 Briefing Concept with
240’
2018 WIB Creative Team
August 30th 08.00 – 12.00 Making design for social
240’
2018 WIB media promotion event
September 3th 08.00 – 12.00 Finalizing design for
240’
2018 WIB social media
September 6th 15.00 – 16.00 Campus roadhow
60’
2018 WIB socialization on instagram
September 13th 15.00 – 16.00 Second socialization on
60’
2018 WIB instagram (post and story)
September 20th 12.00 - 16.30 Geneva PR
270' ESMOD Jakarta roadshow
2018 WIB Consultant
September 27th 12.00 - 16.30
270' Lasalle College roadshow
2018 WIB
October 4th 12.00 - 16.30 Raffles Fashion Institute
270'
2018 WIB roadshow
October 11th 12.00 - 16.30 Bina Nusantara
270'
2018 WIB International roadshow
October 18th 12.00 - 16.30
270' LSPR Jakarta roadshow
2018 WIB
October 25th Publication of each
15.00 WIB -
2018 campus roadshow
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Pimp the 90’s Roadshow : Campus Roadshow Schedule
Date Details
Sept. 1 - Sept. Promotion through Instagram and distribution of flyers

16 and brochures.
Sept. 20 ESMOD Jakarta
Sept. 27 Lasalle College
Oct. 4 Raffles Fashion Institute
Oct. 11 BINUS International
Oct. 18 London School of Public Relations Jakarta
Pimp the 90’s Roadshow : Styling Talkshow with Alvasus
There will be a styling talkshow with Alva Susilo to introduce
the styling competition and guide the moodboard challenge.
Participant will get a question and answer session with Alvasus about
Styling Industry in Indonesia. Alvasus take a role of mentor during the
moodboard challenge and he will choose the winners of moodboard
challenge to join the styling competition at the main event.
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Alva Susilo
Alva Jonathan Susilo also known as Alvasus is one of the greatest

fashion stylist in Indonesia. His work of fashion styling were usually used by
the high-famous celebrity in Indonesia. He used to work at Tex Saverio before
he began his own career as Fashion Stylist. His role models in fashion styling
industry are Carine Roitfeld, Grace Coddington, and Rachel Zoe.
Reasoning:
The reason why we picked him is because he is one of the greatest
fashion stylists in Indonesia and he has lots of fans and instagram followers,
many millennials wanted to be styled by him and many millennials made him
as their inspiration in fashion.
Highlighted Works as Fashion Stylist :

Styling for Raisa - May 2018
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Styling for Atiqah Hasiholan - May 2018
Styling for Rossa - May 2018
Styling for Cinta Laura - May 2018
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Pimp the 90’s Roadshow : Moodboard Challenge
During the roadshow, we will be holding a moodboard

challenge. The people who want to join must sign up at our booth first.
The maximum participants for each competition is 30 participants. We
will provide catalogs of our tenants, A3 papers, scissors, markers and
glue for the moodboard challenge. They will be given one hour to
finish the challenge. After they have finished the challenge, the result
of their moodboard challenge must be posted on Instagram.
The mood board consists of the color palette of the outfit and the
outfit type. The outfit will be based on the outfits of the tenants. We
will be giving them the catalogs of our tenants and they will be cutting
off outfits from the catalogs. They can decide whether to make a
moodboard for men or women. This challenge will help people to
discover that the theme of our event is 90s Fashion and the moodboard
challenge will help to select the finalists for our Styling Competition in
the main event.
From 30 participants, there will only be two winners who will
be eligible to be the participants of the Styling Competition in the main
event. So there will be 10 participants joining the Styling Competition.
Those who have participated the moodboard challenge will each
receive goodie bag from us which contains tumblr, bandana and flyers
of the main event as our sign of appreciation. The top two winners
from each campus will each get VIP invitations to attend “Fuse The
90’s Runway” on the second day of the main event. These invitations
will be interesting for them because they can make relations with the
influencers that are invited.
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Rules and Regulations of Moodboard Challenge :
1. Must follow Plaza Indonesia’s official account, @plaza_indonesia.

2. Must be actively enrolled in the campus during the academic
year.  
3. Age of 17 until 28 years old.  
4. It is up to the contestants whether to make a moodboard for men
or women. 
5. The results of their moodboard challenge must be uploaded to
their Instagram account.  
6. The Instagram account must not be private  
7. The picture must tag @plaza_indonesia and use the hashtags

#PlazaIndonesia, #WhipUpThe90s, #PimpThe90sRoadshow and
#PI90sMoodboardChallenge  
Method of Moodboard Challenge :
1. The participants will be given things needed for the competitions

such as fashion catalogues from the 4th and 5th level fashion
tenants of Plaza Indonesia, A3 papers, scissors, markers and glue.
2. The challenge will be done by cutting off outfits out of the fashion
catalogues given and mix and match them to make one whole
outfit that will be put into the A3 paper. The participants can
choose whether to create the outfit for male or female.
3. Participants will make their moodboard that consist the color
palette of the outfit as well as the outfit type (the outfit has to be
based on the outfits from the tenants’ catalogues given).
4. After the moodboard is done, the participants must post their
moodboard creation on their Instagram.
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5. We will choose two participants with the best moodboards from
each campuses to compete with each other in our main event at
Plaza Indonesia. (There will be ten participants from all campus
involved in total and they each will get a VIP invitation to attend
our “Fuse The 90’s” runway on the last day of our event.
The Terms of Winner :
1. The winners of this competition will be chosen based on how

unique and how related their moodboard to the 90s fashion.
2. Based on the judges’ decision (Alvasus)
Examples of the Moodboard Challenge post on Instagram:
Instagram post, 90’s fashion outfit moodboard for men and women
Note : moodboard will be created on paper, not digital. This is just a sample
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Pimp Up the 90’s Roadshow : Moodboard Challenge Mechanism

08.00 – 12.00 Briefing Concept with
August 23rd 2018 240’
WIB Creative Team
08.00 – 12.00 Making design for social
August 30th 2018 240’
WIB media promotion event
September 3th 08.00 – 12.00 Finalizing design for
240’
2018 WIB social media
Campus roadhow
September 6th 15.00 – 16.00
60’ socialization on
2018 WIB
instagram
Second socialization on
September 13th 15.00 – 16.00
60’ instagram (post and
2018 WIB
story)
Geneva PR
September 20th - ESMOD Jakarta
16.30 WIB 1 week Consultant
27th 2018 moodboard posting start
September 27th - Lasalle College
16.30 WIB 1 week
October 4th 2018 moodboard posting start
Raffles Fashion Institute
October 4th 2018 16.30 WIB 1 week
moodboard posting start
Bina Nusantara
October 11th - 18th
16.30 WIB 1 week International moodboard
2018
posting start
October 18th - 25th LSPR Jakarta moodboard
16.30 WIB 1 week
2018 posting start
November 1st - 8th Deciding winners who
16.30 WIB 1 week
2018 will join the styling
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competition
November 15th Winners announcement
15.00 WIB 1 week
2018 from instagram
Pimp Up the 90’s Roadshow : The “Moodboard Challenge” Storyboard
Pimp the 90’s Roadshow : Mini Quizzes
There will be several questions given to the university

students. These questions will be about 90’s hit songs, hit movies,
video games and foods. Those who win the quiz will each receive
goodie bag from us which contains tumblr, bandana and flyers of
the main event as our sign of appreciation. We will provide four
goodie bags for each campus, in total there will be 20 goodie bags.
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The samples of the questions for the quiz are:
1. What is the name of this toy? (Answer: Tamagotchi)
2. Who is the lead singer of the band called NIRVANA?

( Answer : Kurt Cobain )
3. What is this called? ( Answer : Choker )
4. What is this jacket called? (Answer: Windbreaker)
5. What is this boots called? (Answer: Combat Boots)
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6. This bag is very common in the 90s, what is it called?
(Answer: Fanny Pack)
7. What is the name of an American television sitcom, created by

David Crane and Marta Kauffman, which aired on NBC from
September 22, 1994 to May 6 2004, lasting ten seasons?
( Answer: Friends )
8. What is the name of an Indonesian singer (female) that shines in the

90s with her song “Sinaran”? ( Answer: Sheila Majid )
9. What is the name of an English pop girl group that formed in

1994, that sold 85 million records world-wide, making them the best
female group of all time? ( Answer: Spice Girls)
10. She is a British model, actress, and singer recruited at age 15 and
was declared as “The reigning megamodel of them all” by Interview,
appeared with Turlington, Evangelista, Cindy Crawford, and
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Tatjana Patitz on a cover of British Vogue, shot by Peter Lindbergh
on 1990. Who is she? (Answer : Naomi campbell)
11. Who is the name of the lead singer of a band that is popular in
Indonesia within the 90’s, their first hit was “Piknik 72”?
(Answer : David Bayu Naif)
12. What is the name of an American romantic drama film based on the
1986 novel of the same name by Winston Groom. The film was
directed by Robert Zemeckis and stars Tom Hanks, Robin Wright
released on 1994? (Answer : Forrest Gump)
13. What is the name of an Indonesian tv series aired on RCTI directed

by Rano Karno stars Rano Karno, Mandra, Cornelia Agatha, Maudy
Koesnaedi that tells about a kid from Betawi tribe who went to
university that amazed people? ( Answer : Si Doel anak sekolahan )
Pimp Up the 90’s Roadshow Rundown
Time Duration Subject Details PIC
12.00 - 12.30 30' MC Branding & Opening MC Agam
12.30 - 14.00 90' Fashion Talkshow Alva Susilo Carla
14.00 - 15.30 90' Moodboard Challenge Alva Susilo Carla
15.30 - 16.30 60' Mini Quizes & Closing MC Agam
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3.6.2 90’s OOTD Squad Pre–Event Competition
For the Social Media Challenge, there will be a squad OOTD

challenge. The challenge will be uploading Instagram pictures of them
using 90s outfit while posing around the 4th and 5th floor of Plaza
Indonesia, which is called 90’s OOTD Challenge (OOTD stands for
Outfit of the Day).
The top 20 participants of the 90’s OOTD Challenge will each
get VIP invitations to attend “Fuse The 90’s Runway” on the second
day of the main event. These invitations will be interesting for them
because they can make relations with the influencers that are invited.
The top winners of this challenge will get a shopping voucher in all
stores of Plaza Indonesia for IDR 1000k/each person.
Instagram
Reasoning :
Instagram has more than 500 million active users and its
currently the second most popular social media. Instagram would help
us spread the event more easily. Using Instagram, the challenge will be
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easier to go trending and it will lead to a larger amount of people to
know about our event.
Rules and Regulation of 90’s OOTD Squad Challenge :

2. Each instagram account must not be private and must be real
account.
3. The group must consist of 3-5 people.
4. Each individual in the group must use 90’s fashion outfit.
5. The photo must be taken in Plaza Indonesia’s 4th and 5th level.
6. Does not contain element of SARA and pornography.
7. Outfit must be appropriate and ethical.
8. Each individual in the group must upload the OOTD picture.
9. Each account must have minimum of 500 followers in Instagram.
10. The location must be written as “Plaza Indonesia”.
11. The picture must not be deleted during the competition’s period
(September 18 until November 30, 2018)
12. The caption must be interesting and put the hashtags:
#PlazaIndonesia, #WhipUpthe90s and #PI90sOOTDchallenge
13. The picture must tag @plaza_indonesia.
14. Judgment of winner is based on how interesting the caption is
and the number of likes and comments.
Method of 90’s OOTD Squad Challenge :

1. The group must consist 3-5 people.
2. Each of the member of the group will wear 90’s-themed outfit
from head to toe.
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3. The group will proceed to take their OOTD pictures at Plaza
Indonesia’s 4th and 5th level (they can choose any area/spot they
want on these two floors).
4. Each of the member of the group will post the same picture of
their squad OOTD that’s been taken at Plaza Indonesia with a
unique and interesting caption along with the hashtags
“PlazaIndonesia, #WhipUpThe90s, and #PI90sOOTDchallenge
and also to have Plaza Indonesia written as the location.
5. The picture posted also has to tag @plaza_indonesia’s account.
6. We will choose 20 squads with the best Squad OOTD picture to
get VIP invitations for the “Fuse the 90’s Runway” fashion show
on the last day of our our event. The best of the best squad will
also be selected from the top 20 squads to win a Plaza Indonesia’s
shopping voucher worth of Rp 1.000.000 for each of the member
of this squad.
The Terms of the Winners :

1. The winner of this competition will be chosen based on how
interesting the caption of the picture posted
2. Count by the number of likes and comments
3. Group with the most interesting 90’s OOTD
4. Group with the best angle of picture
5. Group that show one of the spot in Plaza Indonesia to be
attractive
6. Decision of the judges will be the final result
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Example of the OOTD Post on Instagram :
Instagram post, example of squad consisting of three people

*note : picture must be taken at Plaza Indonesia’s 4th and 5th level
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Instagram post, example of squad consisting of four people
Instagram post, example of squad consisting of five people

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90’s OOTD Squad Challenge Mechanism

August 23rd 08.00 – 12.00 Briefing Concept with Creative
240’
2018 WIB Team
August 30th 08.00 – 12.00 Making design for social media
240’
2018 WIB promotion event
September 3th 08.00 – 12.00 Finalizing design for social
240’
2018 WIB media
September 5th 15.00 – 16.00 Whip Up the 90's social media Geneva PR
240’
2018 WIB promotion and socialization Consultant
September 15.00 – 16.00 Social media socialization on
240’
12th 2018 WIB instagram story
September
20th - Social media challenge start on
15.00 WIB 1 month
November instagram
20th
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November 21st
15.00 WIB 1 week Deciding winner by judges
- 25th 2018
Winners announcement from
November 15.00 – 16.00
60’ instagram and invitation cards
26th 2018 WIB
distribution
3.6.3 Whip Up the 90’s Main Event Description
Whip Up the 90’s : Fashion Bazaar by Plaza Indonesia’s Level 4
and 5 Tenants
The main event will be held for two days. There will be booths of
the tenants existing in Plaza Indonesia’s fourth and fifth floor where
they will display and sell their product for a week (26 November – 2
December 2018). This fashion bazaar will be the opening of our event.
The product will include formal attire and casual attire as well as
streetwear. The tenants that will join our events are:
1. Rollover Reaction
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Rollover Reaction is a local make-up brand that offers a range of
multi-purpose makeup products that can be used for lips, eyes and
cheeks. Its aim is to express unique beauty and individuality with safe,
cruelty-free products.
These are the example of products that will be display at the Fashioon
Bazaar :
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2. CLEMENTINE
Clementine is a brand founded in 2014 by Vivianne Huang. The brand

is focusing on clean sharp silhouettes and detailed craftsmanship. They
combine creativity and originality to create a high-end womenswear.
Their creativity can be seen from their collections, the 3D handmade
embroidery, their precision, and colors that can also represent the 90’s
Fashion.
Bazaar :
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3. LOVE AND FLAIR
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LOVE AND FLAIR is an Indonesian women’s fashion retailer founded
in Jakarta by college best friends Emily Jaury & Dewi Purwati in 2014.
LOVE AND FLAIR launched as an online e-commerce and became a
multi-channel retailer in 2017 when it opened its first flagship store in
Mall Plaza Indonesia in Jakarta. LOVE AND FLAIR created their
fashion style to target the market with the age of 15 - 35.
Bazaar :
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4. (X) S.M.L
(X)SML is the pioneer in the Southeast Asia fashion arena. (X)SML

established in 1999 and originally made in Indonesia. (X)SML expand
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their market to Singapore and Tokyo. (X)SML is going to be a strong
contender in global fashion in the near future. This store provides
Men’s & Women’s / Ready To Wear, Shoes, Bags, Hats and
Accessories collections
Bazaar :
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5. Bridges Eyewear
Bridges Eyewear is a local optical store founded in 2017 by James

Hadisurjo. He is the grandson of the Optik Melawai founder, Budi
Utomo Hadisurjo. He created the brand to target the younger market
that Optik Melawai have not success with. The concept of the store is
interactive, where people can try the glasses that they want by they
own self. Bridges Eyewear started their store by online e-commerce.
With the high number of online purchases, the store come into offline
store.
Bazaar :
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6. Levi’s
Levi’s is a privately held American clothing company known

worldwide for its Levi’s brand of denim jeans. It was founded in 1853
when Levi Strauss came from Buttenheim.
Bazaar :
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7. Converse
Converse is a shoe company that produces skating shoes and

lifestyle brand footwear and apparel. Converse manufactures its
products under the Cons, Chuck Taylor All-Star, John Varvatos, and
Jack Purcell trade names. The most popular shoe from converse is the
Chuck Taylor All-Star, the casual shoes that was first developed and
produced in the early 20th century. The design of the converse
remained unchanged which means converse are still providing the
shoes back in the 90’s.
Bazaar :
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8. Keeve
Keeve provides a high premium quality shoes for men that are
made with imported leather and comfortable elastic insole with
cushion layer. A shoe that provides insole up to 7cm which would be
unseen. They are the stylish classic shoes for men that are timeless.
Bazaar :
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Whip Up the 90’s : Mini Quizzes
There will be several questions given to the participants for 2

days of our event. These questions will be about 90’s hit songs, hit
movies, video games and foods. Those who win the quiz will each
receive goodie bag from us which contains tumblr, bandana and
flyers of the main event as our sign of appreciation. We will provide
goodie bags for anyone who can answer the quizes.
The samples of the questions for the quiz are:

1. What is the name of this toy? (Answer: Tamagotchi)
2. Who is the lead singer of the band called NIRVANA?

( Answer : Kurt Cobain )
3. What is this called? ( Answer : Choker )
4. What is this jacket called? (Answer: Windbreaker)
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5. What is this boots called? (Answer: Combat Boots)
6. This bag is very common in the 90s, what is it called?

(Answer: Fanny Pack)
7. What is the name of an American television sitcom, created by

David Crane and Marta Kauffman, which aired on NBC from
September 22, 1994 to May 6 2004, lasting ten seasons?
(Answer: Friends )
8. What is the name of an Indonesian singer (female) that shines in

the 90s with her song “Sinaran”? ( Answer: Sheila Majid )
9. What is the name of an English pop girl group that formed in 1994,
that sold 85 million records world-wide, making them the best
female group of all time? ( Answer: Spice Girls)
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10. She is a British model, actress, and singer recruited at age 15 and
was declared as “The reigning megamodel of them all” by
Interview, appeared with Turlington, Evangelista, Cindy
Crawford, and Tatjana Patitz on a cover of British Vogue, shot by
Peter Lindbergh on 1990. Who is she? ( Answer : Naomi campbell)
11. Who is the name of the lead singer of a band that is popular in
Indonesia within the 90’s, their first hit was “Piknik 72”?
( Answer : David Bayu Naif)
12. What is the name of an American romantic drama film based on

the 1986 novel of the same name by Winston Groom. The film was
directed by Robert Zemeckis and stars Tom Hanks, Robin Wright
released on 1994? ( Answer : Forrest Gump)
13. What is the name of an Indonesian tv series aired on RCTI directed

by Rano Karno stars Rano Karno, Mandra, Cornelia Agatha,
Maudy Koesnaedi that tells about a kid from Betawi tribe who went
to university that amazed people? ( Answer : Si Doel anak
sekolahan )
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Day 1
For the first day, the activity is the Styling Competition. The winner of
the Styling Competition will be announced and the models will do a catwalk
using the chosen style. While the model shows the audience the attire that
they are wearing, the influencers will give an explanation on why the styling
is the best one with additional information on how to dress stylish with 90s
attire.
MC: Dianne Lestari
Dianne Lestari is a professional MC. She has been an MC for numerous

events.
Reasoning:
Since Dianne lestari is a professional MC who has been an MC in events for
banks, marathons and concerts, also the experience of being an MC partner
with different celebrity MCs, she has the experience, skills and enthusiasm to
get the audience’s engagement with the audience as an MC.
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Highlighted Events as Master of Ceremony :
Siner61 Kartini Pertamina - May 2018 (Pertamina’s annual appreciation for

Kartini Day)
Peluncuran Emas Batik Indonesia Seri II - April 2018
Pertamina Eco Run 2017 - December 2017 (Pertamina’s 60th Anniversary)
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Whip Up the 90’s : Style Them Up Competition
The Styling Competition is a mix and match competition where

it will involve 10 participants with a mixture of men and women. The
name of the styling competition is “Style Them Up”. They will be
challenged to style a model using the product from the tenants. They
are free to choose any product that belongs to the existing tenants but
there will be a time limit and price limit which is Rp. 7.500.000 for each
person.
When they are done with the styling, their looks will be showed
in front of the judges which are the influencers. There will be top three
winners. The highest points gained from the judge will be the chosen
winners. The prize they receive is Rp. 7.500.000 for the first winner, Rp.
5.000.000 for the second winner and Rp. 2.500.000 for the third winner.
However, the first winner will receive a special prize of having a
private styling course with Alva Susilo. The date is tentative outside of
the main event depending on the schedule of Alva Susilo.
For our Styling Competition, the finalists are picked based on
the moodboard challenge done on the campus roadshow. This styling
competition will be guided and judged by Sonia Eryka and Alva Susilo.
Rules and Regulation of Style Them Up Competition :

2. The participants of this competition are the winners of the previous

moodboard challenge on the campus roadshow.
3. The style of the outfit for the competition has to be appropriate and
ethical.
4. This competition has to be based on the moodboard created from
the challenge on campus roadshow.
5. The total spending of the outfit chosen and duration of the
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competition must not exceed the price and time limit given.
6. The outfit has to be picked from the booths of fashion tenants from
the 4th and 5th level of Plaza Indonesia.
7. Judgement of the winner is based on the uniqueness of the outfit
created.
Method of Style Them Up Competition :

1. The participants for the Styling Competitions are the 10
participants from the previous moodboard challenge that was held
during the campus roadshow.
2. All the participants will be required to style a model using
products from the 4th and 5th level fashion tenants of Plaza
Indonesia based on the moodboard they made earlier.
3. Each of the participants will be given a price limit of Rp 7.500.000
to style their model with the tenant’s products.
4. The result of their styling will be showed to the judges who are also
fashion influencers.
5. We will pick three winners for this competition based on the
highest points gained from the judges. (1st winner will get Rp
7.500.000 plus a private styling course with Alva Susilo, 2nd winner
will get Rp 5.000.000, and the 3rd winner will get Rp 2.500.000.
6. All result of Styling Competition from all 10 participants will be
showcased on our Styling Competition Fashion Show called “Style
Them Up Showcase”.
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The Terms of Winners :
1. The winner of this competition will be chosen based on the
uniqueness of the created
2. How related the outfit they styled to the 90’s fashion
3. How related the look they created from their pervious moodboard
4. The judges’ decision will be the final results
Style Them Up Competition Storyboard
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Whip Up the 90’s : Style Them Up Showcase
This will be the showcase of the styling competition. The final
look of the styling competition participants will be displayed as fashion
show. The final look will be judged by Sonia Eryka and Alva Susilo.
Alvasus will contribute as judges for the styling competition
because he’s one of the most successful fashion stylist in Indonesia and
had a lot of experiences in fashion industry. Alvasus will take the role
as mentor from the moodboard challenge until the styling competition
result.
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Sonia Eryka
Sonia Eryka (Born in June 21, 1993). Pop singer and fashion enthusiast
who has worked with Marc Jacobs. She released her first single "Run Away"
in 2014. She has over 180,000 followers on her soniaeryka Instagram account.
Nowadays, she is the one of the most popular fashion blogger. By the
experience that she got , she had the opportunity to interview Michael Kors.
According to Harper Bazaar Indonesia, Sonia Eryka is one of the famous
fashion influencer in Indonesia.
Reasoning:
The reason why we picked her is because she is a role model for many
female millennials, her passion and liking in fashion is in accordance with our
event theme. This will increase the chance of attracting female millennials to
join the moodboard challenge and styling competition, as well as watching
the styling competition.
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Highlighted Works as Fashion Influencer :
‘Gaze’ Editorial photographed by Sally + Emily, featured on Hypebae

February 2018
Lunar New Year Styling : Me, Mom and Dad - February 2018
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Campaign : EVISU 2017 - August 2017 (Evisu is a Japanese designer
clothing company that specializes in producing denim wear through
traditional, labor-intensive methods)
Private viewing of Marc Jacob’s latest Fall / Winter runway collection -

May 2017
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Day 1 : Whip Up the 90’s Rundown
14.00 - 14.30 20' MC Branding & Opening Dianne Lestari Agam
14.30 - 16.30 120' Styling Competition Dianne Lestari Agam
16.30 - 17.00 30' MC Dianne Lestari Agam

Fashion Show
17.00 - 17.30 30' Preparation Dianne Lestari Agam
Styling Competition Sonia Eryka and Alva
17.30 - 19.00 90' Fashion Show Susilo Carla
Sonia Eryka and Alva
19.00 - 20.30 90' Judgements and Results Susilo Carla
20.30 - 21.00 30' MC Closing Dianne Lestari Cantikha
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Whip Up the 90’s Main Event (Day 1 and Day 2) Layout
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Day 1 : Whip Up the 90’s Venue Layout
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Day 2
Whip Up the 90’s : Fashion Talkshow with Jovi Adhiguna
There will be a Talkshow with Jovi Adhiguna, as the influencer

and experienced fashion stylist. This is where Jovi will share his
experiences in the fashion world. At the end of the session Jovi will
spare time for some questions and answers.
Jovi Adhiguna
Jovi Adhiguna was born on June 24, 1990. He is a well-known

Instagram celebrity and Youtube vlogger creating vlogs, Q&As,
challenges and more. He is particularly known for his genderless and
androgynous style.
Reasoning:
The reason why we picked him is because he is a famous fashion
stylist, and can attract many audience to the event because he will
promote the event through his instagram story.
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Highlighted Photographs as Fashion Influencer :
Attending Singapore Fashion Week - November 2017
Attending Jakarta Fashion Week - October 2017
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Attending Dior Re-Opening Store Event at Plaza Senayan - September 2017
Attending Plaza Indonesia Fashion Week 2017 - March 2017
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Product Activation by Rollover Reaction with Vinna Gracia
Rollover Reaction is a local make up brand that offers a range of multi-

purpose make up products that can be used for lips, eyes, and cheeks.
Rollover Reaction that just recently opened a pop up store in Plaza Indonesia
gives out the 90s vibe that will support our theme. For two years, they have
been doing business through online store, now they have their first official
offline store on the 4th level of Plaza Indonesia’s on April 2018.
Reasoning:
A great number of millennials are looking forward to Rollover
Reaction’s products as seen through the high number of Rollover Reaction’s
Instagram followers (93,900 followers). With the newly opened offline store, a
lot of millennials will be interested to come and try the products because all
these times without an offline store they cannot have a test on the product
first before buying it. With the presence of the product activation, millennials
will have the chance of the quality of the product and how to use the product.
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Instagram profile, the profile and feeds of Rollover Reaction.
There will be 30 invitation cards that will be distributed to the beauty and
fashion influencers. These influencers will each receive products from
Rollover Reaction named “FLUSHED! Lip and Cheek Stain Set” and “Whip
Up The 90’s” goodie bag.
Influencer’s merchandise, FLUSHED! Lip and Cheek Stain by Rollover

Reaction
The 30 influencers invited are:

1. Kiara Leswara
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2. Nanda Arsyinta
3. Rachel Goddard
4. Anastasia Siantar
5. Michelle Koesnadi
6. Cindercella
7. Sarah Ayu
8. Alika Islamadina
9. Sara Robert
10. Abel Cantika
11. Dhana Xaviera
12. Arsya Nafisa
13. Munira Agile
14. Tasya Farasya
15. Cindy Karmoko
16. Caroline Robianto
17. Elxi Elvina
18. Indira Calistha
19. Lizzie Parra
20. Janine Intansari
21. Natasha Farani
22. Rachel Vennya
23. Jennifer Bachdim
24. Olivia Lazuardy
25. Fathia Izzati
26. Gita Savitri
27. Ayla Dimitri
28. Nadya Aqilla
29. Cheryl Raissa
30. Linda Kayhz
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The Product Activation will include a makeup demonstration by
Vinna Gracia. She will do a demonstration for the 90’s makeup look using the
Rollover Reaction’s products. The make up model is based on the visitor who
can answer the question given by Vinna. She will be receiving the make up
demonstration on the main stage and afterwards receive goodie bag. The
visitors can interactively communicate with Vinna Gracia by the time she is
doing the makeup demonstration.
The second activity is the influencer’s mini makeup games. From the
thirty influencers that are invited, we will choose 10 influencer as makeup
models and we will choose 10 public participant to do a makeover on
Influencer’s face by using rollover reaction products. The winner will get a lip
and cheek FLUSHED Set and free voucher for private makeup class with
Vinna Gracia.
Vinna Gracia
She is a professional makeup artist that is originally from Indonesia but

also has lived in Seattle and Los Angeles. Born in Indonesia, August 10th
1992. She started her career as influencer when she created her youtube
channel in 2014.
Reasoning:
The reason why we picked her is because she is a famous beauty
vlogger that has 274,000 followers on instagram and 235,000 subscribers on
youtube, which we believe her followers and her subscribers will be potential
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attendees of our events. Also, based on the survey that we created, Vinna
Gracia gets more attention to the millennials for doing a makeup
demonstration.
Instagram profile, feeds of Vinna Gracia’s Instagram
Highlighted Works as Makeup Artist :
VG Glow Tour (Makeup Workshop at Surabaya, Bandung, Bali, Manado)

2018
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Professional Makeup Course by Vinna Gracia
Wedding Guest Makeup for Adinia Wirasti - January 2018
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Whip Up the 90’s : Product Activation by Rollover Reaction with Vinna Gracia Storyboard
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Fuse The 90’s Runway
In Plaza Indonesia level 4th and 5th, there are numerous fashion
tenants that can be displayed as street wear and formal wear
collections. Those tenants can represent the fashion of the 90’s because
most of their products come up with the look of 90’s fashion style.
However, the fashion is not purely 90’s because it is being fused with
the modern look, which is why the look is called “90s Modern Fusion.”
This can be an opportunity for those tenants to show their collections
to the visitors of Plaza Indonesia.
During this runway, there will be queue lines to separate the
private seats for the invited guests. There will be 60 VIP invitations
which include the 30 influencers invited to the Rollover Reaction
Product Activation, 20 participants of the 90’s OOTD Challenge, and 10
participants from the top two winners from each campus of the
moodboard challenge.
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Day 2 : Whip Up the 90’s Main Event Rundown
MC Branding
12.00 - 12.30 30' & Opening Dianne Lestari Agam
Ayu
12.30 - 13.30 60' Talkshow Jovi Adhiguna Savitri
Ayu
13.30 - 14.30 60' Q&A Jovi Adhiguna Savitri
14.30 - 14.45 15' MC Branding Dianne Lestari Arindie
Product Makeup Demo by Vinna Gracia

14.45 - 16.45 120' Activation & Influencer Challenge Arindie
Fuse the 90’s

16.45 - 17.45 60’ Runway 4th and 5th Floor Tenants Bearnando
17.45 – 18.00 15’ MC Closing Dianne Lestari Agam
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Day 2 : Whip Up the 90’s Venue Layout
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Whip Up the 90’s Event Storyboard
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3.6.4 To 90nities and Beyond Main Event Party
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Whip Up the 90’s : I Wear 90’s Today Challenge
On the second day of the main event, there is a competition for

the visitor with the best 90’s OOTD outfit. Only the first 150
participants who register at the booth will be able to participate and get
free flow mocktails and snacks. This competition is held since the open
gate of “To 90nities and Beyond” party (at 6 p.m.) and the result will be
announced on the closing of the event. The judge of the best 90’s OOTD
Competition is Jovi Adhiguna. This competition will be promoted on
Instagram from September until December to create awareness of the
competition.
The visitors who want to participate in this competition must
register on the booths that is provided in the venue. They will provide
their biodata such as full name, address and phone number. In
exchange they will be receiving a merchandise in form of black
wristband written “I WEAR 90’S TODAY” and “#WhipUpThe90s” on
the wristband and reference number to identify them during the result.
They need to wear the wristband during the party because the
wristband identifies that they are able to get free flow mocktails and
snacks. There will only be one winner and they will get a fantastic prize
which is an Iphone X Space Gray 64 GB.
Mint-colored text wristband, front side of the wristband.
Mint-colored text wristband, back side of the wristband.
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Mint-colored text wristband, front side of the wristband.
Pink-colored text wristband, back side of the wristband.
Rules and Regulation of I Wear 90s Today Challenge :

2. The participants of this competition is open for public.
3. The number of participants is limited to 150 people.
4. Participants must wear appropriate and ethical outfits.
5. The participant must not lose their wristband and reference number
6. There will only be one winner for this competition.
7. The wristband identifies that they are able to get free flow mocktails
and snacks.
Method of I Wear 90’s Today Challenge :
1. This competition is open for public and is limited to 150

participants.
2. For those who want to participate must register themselves at the
registering booths that are provided in the venue.
3. Participants will give their data information such as full name,
address, and phone number.
4. After registration, the participants will each get a black wristband
that has their reference number for the competition.
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5. All of the participants need to wear their wristband throughout the
party.
6. One participant with the best 90’s outfit will be chosen as the
winner and will get a 64GB iPhone X as the prize.
7. During the announcement of the winner, the name and reference
number will be called.
The Terms of Winners :

1. The winner of this competition will be chosen based on the
uniqueness of the outfit they wear on the day of the event.
2. The judges’ decision ( Jovi Adhiguna) will be the final result.
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To 90nities and Beyond Party
On the second day of the main event, we will make a closing

90’s party that is called “To 90nities and Beyond” party. Everyone who
is using the 90’s outfit, either street or formal wear, may enter the party
with registration. However, the requirement is for them to post their
90’s OOTD on Instagram and use the hashtags #PlazaIndonesia,
#WhipUpthe90s and #PITo90nitiesAndBeyond on their Instagram
picture by taking a picture at the entrance to get our stamps to join our
“To 90nities and Beyond party”. Visitors can start registering to enter
the party at 6 p.m., however, when Dipha Barus performs, the
registration booth will be closed.
This party will be guided by Patricia Gouw and Dimas Danang
as the hosts, known for their charisma and good sense of humor, to
build enthusiasm of the audience and bring crowd to the party. In this
party, we will announce the winners of “I Wear 90’s Today” challenge
and “90’s OOTD Squad” challenge. There will be a special performance
from Diskopantera and Dipha Barus, who will give entertainment to
the crowds through 90s songs list and EDM songs too.
Examples of the 90’s Outfit (as a requirement to enter the party):
90’s OOTD for Unisex
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90’s OOTD for Men
90’s OOTD for Women
Rules and Regulation of Entering To 90nities And Beyond Party:

2. The participants of this party is open for public.
3. Open gate starts at 6 p.m. for registration and regisration is closed
when Dipha Barus starts to perform.
4. Participants must wear appropriate and ethical outfits according to
the given dresscode.
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Method of Entering To 90nities And Beyond Party:
1. Participants will register at the registration booths at the entrance

showing that they are using 90’s outfit.
2. If rule number one is fulfilled, participants need to take a picture at
the entrance of the OOTD and post it on their Instagram page.
3. Their Instagram post must tag @plaza_indonesia, set the location to
Plaza Indonesia and use the hashtags #PlazaIndonesia,
#WhipUpthe90s and #PITo90nitiesAndBeyond.
4. After registration, the participants will get a stamp to enter the
party, this means that the stamp indicate that they can get in and
out of the party.
5. All of the participants need to maintain their stamp during the
party.
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Patricia Gouw
Patricia Gunawan was born in 14 July 1990 and is popularly known as

Indonesian fashion model, presenter and radio announcer. She was a
contestant at the Miss Indonesia 2012 pageant and the first runner-up on the
fourth cycle of Asia’s Next Top Model. She is currently the host of Insert
TRANS TV and has been an MC of numerous events.
Reasoning:
The reason why we picked her is because she can get the audience
engagement. She has a charismatic personality that can engage audience and
she can improvise during the event. She can bring crowds to the party when
she shares about the party to her Instagram story.
Highlighted Works as Presenter and Model :
Patricia Gouw as host at Insert Trans TV
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Cover Shoot for Dewi Magazine - March 2018
Master of Ceremony for Toyota Event at The Ritz Carlton Jakarta - March
2018
Host for Grand Final Wajah Femina 2016 - December 2016
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Runner Up of Asia’s Next Top Model Cycle 4 – 2016
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Dimas Danang
Dimas Danang Suryonegoro was born in Jakarta, 18 April 1989. He is

known as the presenter of The Comment, a NET television program, but was
popularly known as the broadcaster of The Dandees, a Prambors radio
program. He is also the vocalist and guitarist of the band “Why Phoebe”.
Reasoning:
The reason why we picked him is because he has professional experiences as
host and presenter. His sense of humor can bring audience engagement,
especially being partnered with the charismatic Patricia Gouw, together they
can build the enthusiasm of the audience.
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Highlighted Works as Presenter and Broadcaster:
Host of The Comment at NET – 2013 – now
Broadcaster of The Dandees Prambors – 2011 – 2016
Master of Ceremony at #UberTiga (event by Uber) – September 2017
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Diskopantera
Diskopantera is an 80’s and 90’s culture enthusiast. Rahmat Dwi Putrantro

also known as diskopantera started his career with his band but unfortunately
needed to end in 2000. He lived at the 80’s and 90’s so he implemented those
culture into his music. During the party, he will the opening act.
Reasoning :
The reason we picked him is because he is the right person for our event with
his lifestyle that is very similar with our event concept, and for the past few
years his popularity is increasing amongst millennials that right now are very
into 90’s culture and music. His music will create the atmosphere for the “To
90nities and Beyond” party.
Highlighted Events as DJ :
Clear Indonesia Event: #AyoIndonesiaBisa - May 2018
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Icon Cloth Fest 2018 - May 2018
The Sounds Project Vol. 3 - February 2018
Synchronize Fest - October 2017
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Dipha Barus
During the “Fuse the 90’s Runway”, Dipha Barus, as a DJ, will be
accompanying the fashion runway. He will be on the center of the main stage.
Dipha Kresna Aditya Barus was born in Jakarta, January 4, 1986. He is a
popular DJ in Indonesia, composer and producer. He is well-known for
playing electronic dance music (EDM) and has won several awards. We chose
Dipha Barus as the closing act of the party because his music will wrap up the
fun in the party.
Reasoning :
The reason why we picked him is because he is very popular amongst
millennials as the the top EDM DJ for the past few years, he has 101,000
instagram followers and he can bring crowds to our event. First, he will be
playing his version of 90’s playlist, and then he will be given the chance to
play EDM songs. Also, based on the survey that we created, Dipha Barus gets
more attention from the millennials.
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Highlighted Events as DJ :
SHVR 2018 - May 2018
Opening Act for The Chainsmokers Concert in Jakarta - March 2018
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LaLaLa Festival - March 2018
Djakarta Warehouse Project 2016 featuring Nadin Amizah
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Day 2 : To 90nities and Beyond Party Rundown
Start Open Gate & Geneva PR

18.00 - 19.00 60' Replacement Layout Officer Consultant
Patricia Gouw &

19.00 – 19.20 20’ MC Opening Danang Cantika
19.20 - 20.20 60' DJ Performance Diskopantera Agam
Patricia Gouw &

20.20 - 21.00 40' Competition Results Danang Cantika
DJ Performance
21.00 - 23.00 120' and Close Registration Dipha Barus Bearnando
To 90nities and Beyond Main Event Party Storyboard
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To 90nities and Beyond Party Venue Layout
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3.6.5 Whip Up the 90’s Post Event Description
To make this event memorable and viral, we will give a recap of the
experiences of all participants through four activities:
Publicity through Media, Journalists and Communities

The media, journalists and communities that were invited to the events
will be covering the news coverage about the main events.
Make an Event Recap Video on Youtube

During the main event, our photographer and videographer will
record every activity and compile it as an event recap video. This video
will be uploaded to Plaza Indonesia’s Youtube channel. The aim is to
increase the awareness of the audience about the revamping in Plaza
Indonesia’s 4th and 5th floor.
Create Event Gallery Through Social Media and Website

We will be posting photos and videos of our pre event and main event
on Plaza Indonesia’s Instagram account with the hashtags
#PlazaIndonesia, #WhipUpthe90s and #To90nitiesandBeyond.
Thank Through Social Media and Website

We will give thank to all participants and media through Plaza
Indonesia’s Instagram and Website.
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After Event Video Storyboard
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3.7 Timetable of Whip Up the 90’s Event
September October November December

No. Activity 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. Invitations for
Influencers
2. “Whip Up the 90’s”
Pre Event Promotion
3. Pimp the 90’s
Roadshow Instagram
post announcement
4. Whip Up the 90’s
(Event and
Challenges)
Instagram post
announcement
Campus Roadshow
6. 90’s OOTD Instagram
Challenge
7. Media Reception
Main Event
9. “Whip Up the 90s”
Post Event
10. After Event video
upload on Youtube
11. Thank through all
Social Media
12. Publicity through
Media, Journalists and
Communities
13. Accountability Report
14. Evaluation with
Crews and Clients
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CHAPTER IV
PUBLIC
4.1 Segmentation
4.1.1 Demographic Segmentation
a. Age :
Primary target 18 - 28 years old
Secondary target 28 - 38 years old
b. Gender : Unisex ( 30% Male and 70% Female)
c. Religion : All religion
d. Social Class : A and B
e. Family Life : Young single, young unmarried, young married
with no child, young married with young child.
f. Education : High school, high school fresh graduate,
university students, graduates, post-Graduates.
g. Occupation : High-school students, fresh-graduate,
university student (private university), young
entrepreneur and expertise, and employees
working at offices.
h. Income :
Social Class B, for unemployed but given allowance from
parents : Rp. 2.000.000,- until Rp. 4.000.000,-
Social Class A, for unemployed but given allowance from
parents : aboveRp. 4.000.000,-
Social Class B, for employees working at offices directly after
bachelor degree : Rp. 4.000.000,- until Rp. 8.000.000,- per
month.
Social Class B, for employees working at offices with 5 years of
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working experience : above Rp. 8.000.000 until Rp. 15.000.000,-
per month
4.1.2 Geographic Segmentation
We choose the millennials in DKI Jakarta, primarily the Central

and South Jakarta during the weekdays. During the weekends, we are
targeting Bogor, Depok, Tangerang and Bekasi.
Map of DKI Jakarta, containing different regions of Jakarta
We choose these regions due to the proximity of the distance to

the location of Plaza Indonesia. During the weekday, only people near
Plaza Indonesia are able to visit during lunch or after office hours.
After the weekend, more people from different regions of Jakarta and
around Jakarta can come visit Plaza Indonesia.
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Population by Age Group and Gender in DKI Jakarta Province, 2015
Age Group Male Female Total
15-19 346,116 360,434 706,550
20-24 418,901 464,982 883,883
25-29 524,940 524,826 1,049,766
Source: Indonesia Population Projection 2010-2035
4.1.3 Psychographic Segmentation
a. Personality :
Fashionable
Millennials generation who attracted to fashion and always
concerned about their outfit throughout the day.
Explorative
Those millennials generation who wanted to learn and know
new things.
b. Attitudes : Open up and accept any changes in the
society that occur because of the
development of the times.
c. Interests / Hobbies : Mostly in activities of entertainment,
sports, fashion, and beauty fields, clean-
eating.
d. Lifestyles : Passive social media user, active social
media user (loves to upload to Instagram
Story), fashion enthusiasts, music
enthusiasts, huge spender, concerned
about aesthetic pictures.
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e. Behaviour : Most likely to update on social media
about the events that they are attending.
f. VALS segments :
Innovators
Those who are always taking in information, experimenting,
make the highest number of financial transactions, receptive to
new ideas and technologies.
Believers
Those who want friendly communities, find advertising a
legitimate source of information and have strong me-too fashion
attitudes.
Strivers
Those who use video and video games as a form of fantasy, fun
loving, imitative, wear their wealth.
Experiencers
Those who are first in and first out of trend adoption, go against
the current mainstream, are up on the latest fashions, love
physical activity, see themselves as very sociable and
spontaneous.
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g. Community :
Vintage Community
Name of Community Followers Reasoning
Generasi 90an Generasi 90an regularly posts

about people, toys, movies,
events, and many more things
that are related to the 90s era. The
community has 915k followers
which is a good opportunity for
us to promote our event to the
people of generasi 90an
community.
Indo Pinups Indo Pinups is a community for

the vintage fashion lovers who
especially love dressing like the
people back in 50s. the account
that have 8.135 followers posts a
lot about pinups style inspiration
& also pinup learning. The
community is an opportunity for
us to promote our event
especially because of how they
value the vintage fashion
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Hits from 80s and 90s Hits from the 80s & 90s is an
account dedicated to the people
who love the 80s and 90s era.
Posting the life of people during
the era from the music, games,
fashion, and even lifestyle. The
community is a hit to many
people especially to all 1.078.150
members. The community can
help our event to be known as
they have followers who love all
the things in the 80s & 90s
Komunitas Djadoel A group of people that loves to

Jakarta collect antique things from the
past. The community consists of
21 people and each member
collect different antique things.
Some member collect accessories
like watch and other member
collect old films. They have a total
of 3.869 followers which could be
an opportunity for us to increase
the awareness of our event
Cinta Musik Jadul Cinta Musik Jadul 90an is a

90an community that posts about the
hit music in the 90s. They posts
all about the music that people
love back in the days. They have
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555 members that could still help
us to promote our event
Band Hits Indonesia & Band Hits Indonesia &

MancaNegara MancaNegara post everything
about music around the 70s, 80s,
and 90s era from all type of genre.
They have 2.295 followers which
can help our event to be known
by more people
Musik Rock Jadul This community specializes in

Indonesia & Manca posting about everything related
Negara to the rock genre music from the
80s and 90s. With 14.725
members, it could be a good
opportunity for us to promote
our event.
Pecinta Piringan A community that posts about

Hitam Indonesia vinyl and the vintage turntable.
they share varieties of vinyls that
they have especially the collection
from the 90s songs. 457 members
of the community who loves 90
beats would help promote our
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event
Converse Maniac Converse is known as the old

Community school shoes and the all star
chuck taylor were popular since
the 90s. This Converse Maniac
Community is where people
posts about converse they have
and anything related to the
products from Converse.
Converse will be one of the
tenants in our event surely the
community with 495 members
will be a help for our event.
Coklat Retro Coklat Retro is a custom culture

community that posts about the
creativity in life with a vintage
style that is raw and original.
they have 23.3k followers that

loves the vintage lifestyle which
means they are a community that
is suitable to help promote our
event
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Vintage Norton
Motorcycle Vintage Norton Motorcycle is a
community for the Norton
Motorcycle lovers in Indonesia.
This community is made to build
relationship while preventing the
extinction of norton motorcycle.
They have a total of 2.603
members in the community. They
posts regularly so it is an
opportunity for us to introduce
our event with the community
that loves vintage
Indonesia Vintage Indonesia Vintage Watch Owner

Watch Owner or also known as IVWO, is a
community that collects arloji
antique watches. Vintage Watch
is one of the accessories in the 90s
fashion so the IVWO community
with 1.902 members are a good
opportunity for our event to be
promoted.
Vintage Lover Vintage Lover Indonesia is

Indonesia basically a community for people
who love vintage. They posts
every information and
knowledge about vintage and
also pictures related to them, a
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place where the members could
discuss about new information
together. just anything about
vintage. The 1.478 members in the
community would help us
promote our event as they would
discuss about our event that have
the 90s fashion theme.
Vintage RayBan Vintage Rayban Indonesia is a

Indonesia place for the people who collect
raybans. They posts pictures
about vintage raybans and
basically every style that they
have. Rayban is an accesory of
fashion that suits the 90s fashion
which is why we choose to
promote our event in this
community as they would attract
people with their 847 members.
Vintage Toys Vintage Toys Indonesia is all

Indonesia about the toys before the 2000s or
to be precise the ones in the 70s,
80s, and 90s era. they posts about
different kind of toys existing on
those eras and it is also a place for
the vintage toy collector in
Indonesia to share information
and knowledge. They have 2.445
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members and this community is
very active and promoting our
event in this community would
be a help for us to increase the
awareness of people about our
event.
Shabby Chic & Shabby Chic & Vintage is a

Vintage Indonesia community dedicated to the
people who loves vintage decors
and designs and it is a place for
the people to exchange
information and knowledge
about ideas and concepts. The
20.155 members of the
community would love how our
event is having decorations in the
90s which is why we chose this
community to help us promote
our event
Retro, Classic, & A community for the people who

Vintage Roadbike loves vintage road bikes. They
posts regularly and with 2.013
members who must love the
vintage lifestyle, they would
gladly help promote our event
that is showing a part of the
vintage lifestyle to be exact the
lifestyle in the 90s.
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Vintage Classic A community that collects
Yamaha Motorcycle vintage classic yamaha
motorcycle and posts about all
types and informations about the
motorcycle. With 13.674 members
who must love vintage, it is an
opportunity for our event to be
promoted with this community.
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Fashion Community
Community Number of Followers Reasoning
The number of followers that this

108,000 followers on community has is considered big and
Hijabers Community Instagram lots of them are Milennials.
This community has quite a big

Indonesian Hijab 5,429 followers on number of followers that suit our
Blogger Instagram target participants.
Vanshead Indonesia has such big

73.8k followers on number of followers and most of
Vanshead Indonesia Instagram them are Millennials.
This community has a lot of followers

who are into vintage stuff that suit
Docmarters Indonesia 2,501 followers on Twitter our target participants.

5,868 followers on community has is pretty big and most
Phalie Studio Instagram of them are into fashion.
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Although Zalora is an online fashion
store, it has a community called
THREAD by ZALORA. They do not
only focus on fashion, but also on
beauty and lifestyle. This community
targets on not only women, but also
men. They have a high number of
followers and by promoting our
event in this community page, we can
attract their active followers and
274,000 followers on
members to come to the eve
Zalora Instagram
This community has a lot of followers

Indonesian Fashion 8,451 followers on including millennials and this is a
Chamber Instagram fashion community.
164,000 followers on It has big numbers of followers and

Fashion Revolution Instagram most of them are young people.
Indonesian Adidas 18.4k followers on Most of Adidas users are millennials

Lovers Instagram who are also into 90s culture.
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The number of followers they have is
quite a lot and most of them are
Lookbook Jakarta 1,392 followers on Twitter Millennials.
This is a women community that

mainly talks about lifestyle and
27.7k followers on fashion, they also got quite numbers
WomanTalk Instagram of followers.
Most of the followers and members

16,631 followers on in this community are Millenials who
Modest Street Fashion Facebook are into streetwear.
This is a community for Millennials

189k followers on Mom that talks about parenting,
PopMama Instagram lifestyle, and also fashion.
Clozette Indonesia has a high number

of followers. They do not only focus
on beauty, but also lifestyle, fashion
and hijab. Beauty brands and events
44K followers on frequently promote through their
Clozette Indonesia Instagram Instagram page. They also have an
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application on play store, so is very
interactive with the followers. By
promoting our event in this
community page, we can attract their
active followers to come to the event.
It is a community for women who are

Womanpreneur 6,114 followers on into business including fashion
Community Instagram industry business.
It is a community for people who are

into urban fashion and most of the
1,852 followers on members and followers of this
Indonesian Hypebeast Instagram community are young generation.

Indonesia Modest 2,410 followers on community has is pretty big and this
Fashion Instagram community is a fashion community.
The member of this community are

Footwear Forum 1,671 followers on mostly people who are into urban
Indonesia Instagram fashion especially footwears.
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Converse is considered part of 90s
fashion style and this community has
Converse Head 36.3k followers on a big number of followers that suit
Indonesia Instagram our target participants.
This is a community whose into

updated trends in lifestyle and
Indonesia Trend 1,338 followers on fashion and most of their followers
Forecasting Instagram and members are young generation.
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Beauty Community
Name of Followers Reasoning

Community
Indonesian Indonesian Beauty Blogger

updates frequently and a lot of
Beauty Blogger
beauty brands are promoting
through their Instagram page. This
means that this community is very
active and by promoting our event
in this community page, we can
attract their active followers to
come to the event.
Indobeautygram Indobeautygram has a high

number of followers. The
Instagram page updates frequently
and is very interactive with the
followers because they feature the
followers’ make up videos. Beauty
brands are also promoting through
their page. By promoting our event
in this community page, we can
attract their active followers to
come to the event.
Indo Beauty Squad Indo Beauty Squad features their

followers’ makeup videos or
pictures, thus making their
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Instagram page interactive. Several
beauty events have been promoted
through this Instagram page. By
community page, we can attract
their active followers to come to
the event.
Summer Beauty Summer Beauty House has a lot of

House beauty influencers in the
community. This community also
frequently holds events or pop up
markets. They frequently update
their Instagram page and a lot of
beauty workshops promote
through their page. By promoting
our event in this community page,
we can attract their active
followers to come to the event.
Indobeautyvlogger
Sfx
Indobeautyvlogger Sfx focuses on
makeups for special effects.
However, we can still promote our
event through this community
page to attract their active
followers to come to the event.
Beauty Blogger Meet Beauty Blogger Meet Up is a

community where they hold
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Up events so that their followers can
come and interact with beauty
bloggers. Although there are a few
followers, we can still promote
through their page to attract active
followers.
Beautygoers Beautygoers frequently collaborate

with their followers in creating
makeup looks. They also held
several giveaways and collaborate
with influencers to promote their
challenges on Instagram. Thus,
their Instagram page is interactive.
By promoting our event in this
their active followers to come to
the event.
Setter Space Setter space shares beauty tutorials

and memes to interact with their
followers. Beauty brands
frequently promote through their
Instagram page. By promoting our
event in this community page, we
can attract their active followers to
come to the event.
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Komunitas Beauty Komunitas Beauty Blogger &
Blogger & Vlogger
Vlogger uses Facebook as their
platform to interact with the
members. This is a closed group.
The members share about beauty
and they also collaborate. By
their active members to come to
the event.
Forum Beauty Forum Beauty Indonesia uses

Indonesia Facebook as their platform to
interact with the members. This is
a closed group. The members share
everything about beauty. By
their active members to come to
the event.
Beauty Retouch Beauty Retouch Indonesia uses

information related to beauty.
They have a moderate number of
members and by promoting our
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can attract their active members to
come to the event.
Beauty & Prime Beauty & Prime Indonesia uses

information related to beauty and
they can ask questions, make
discussions, articles and other
things. Although there are only a
few number of members, we can
still attract their active members to
come to the event.
Make Up & Beauty Make Up & Beauty Talk Indonesia

Talk Indonesia uses Facebook as their platform to
a closed group. The community
focuses on skincare, makeup and
fashion. They can share
information related to the themes.
They have a moderate number of
come to the event.
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Femailedaily.com Femailedaily.com is a community
which uses forum website as a
platform. They have forums for
members to discuss about beauty,
blogs to share tips with the
members, and members can share
their reviews about beauty brands
on the review section. Beauty
brands frequently promote
through this community website.
They have a high number of
come to the event.
SOCO Community Although Sociolla itself is an online

by Sociolla beauty store, it has a community
called SOCO Community. It uses
website (journal.sociolla.com) as
the platform for members of the
community to give reviews and
discuss about beauty products
with the other members. They have
a high number of followers and by
their active followers and members
to come to the event.
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Beautynesia Beautynesia uses Instagram and
their website as their platform to
provide information related to
beauty tips, tutorial and product
review for Indonesian female.
Members can interact through the
forum in their website. They have a
high number of followers and by
Rahasia Gadis Rahasia Gadis is an online

community that uses Instagram as
their platform to share beauty and
health tips. They frequently update
their Instagram page and a lot of
brands promote in their page. They
have a high number of followers
and by promoting our event in this
Ruang Vemale by Ruang Vemale is a forum made by

Vemale.com vemale.com. Vemale.com is a
community where members can
discuss about beauty, relationship,
lifestyle, health and other topics in
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the Instagram page or website.
They are very interactive with the
members. They have a moderate
number of followers and by
Fimela.com Fimela.com uses Instagram and

website to share their articles on
fashion, beauty and lifestyle. They
have a moderate number of
followers and by promoting our
can attract their active followers
and members to come to the event.
Indonesian Female Indonesian Female Bloggers is a

Bloggers community for bloggers, one of
their topics is beauty. Beauty
brands frequently promote on their
Instagram page. Although there
are a few followers, we can still
promote through their page to
attract active followers.
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4.2 Target Public
Age :
Primary target : 18 - 28 years old
Secondary target : 28 - 38 years old
Gender : Unisex ( 30% Male and 70 % Female)
We choose men and women who are at the age of 18 - 28 years old
because they can be categorized as millennials who are active users of social
media. Thus, word of mouth can happen about the event through social media
which can then become viral.
4.3 Positioning
“Whip Up the 90’s” is an urban fashion event with a theme of 90s

culture that gives the experience to the participants on how to resurrect the old
culture and to adapt it the modern lifestyle. This event will bring the 90’s back
to our present time in a modern form instead of bringing us back to the 90s.
This will be done through series of fashion activities and 90s-themed party.
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CHAPTER V
MEDIA
5.1 Publication
Poster & Flyer Pre Event
Details :
100pcs flyer for 5 campus = 500 flyer
20 poster for 5 campus = 100 pcs poster
Art paper 120gr A5 & A3
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Flyer Pimp Up the 90’s Campus Roadshow
Details :
100 pcs flyer for 5 campus = 500 pcs flyer

Art paper 120gr A5
203
X-Banner Pre Event
Details : 2 X-banner for campus roadshow (flexy china high 80 x 160cm)
204
Poster & Flyer Main Event
Details :
Flyer = 200 pcs for public

Poster = 50 pcs for 5 campus (10 pcs for each campus)
Art paper 120gr A4 & A3
205
X-Banner Main Event
Details : 2 X-Banner (160 x 60c cm flexy china high materials) for in front of
registration booth
206
Backdrop and Photobooth (1) Main Event
207
Invitation Cards ( for influencers and media )
208
Invitation Cards ( for challenges winner )
209
5.1.1 Social Media
Instagram
Instagram is a photo and video-sharing social networking service
owned by Facebook, Inc. It was created by Kevin Systrom and Mike
Krieger, and launched in October 2010 exclusively on iOS. The app
allows users to upload photos and videos to the service, which can be
edited with various filters, and organized with tags and location
information. An account's posts can be shared publicly or with pre-
approved followers. Users can browse other users' content by tags and
locations, and view trending content. Users can "like" photos, and
follow other users to add their content to a feed. We use Plaza
Indonesia’s Instagram to help spreading awareness about our event,
Whip Up The 90’s.
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On Instagram, we will announce the event by upload some posts and
Insta story. The posts are :
Campus Roadshow : Pimp the 90’s Roadshow Instagram Post
211
212
Campus Roadshow : Pimp the 90’s Roadshow Instagram Story
Whip Up the 90’s Instagram Story
213
Whip Up the 90’s Instagram Post
214
215
216
Youtube
YouTube is an American video-sharing website headquartered in
San Bruno, California. The service was created by three former PayPal
employees—Chad Hurley, Steve Chen, and Jawed Karim—in February
2005. YouTube allows users to upload, view, rate, share, add to
favorites, report, comment on videos, and subscribe to other users. It
offers a wide variety of user-generated and corporate media videos.
Available content includes video clips, TV show clips, music videos,
short and documentary films, audio recordings, movie trailers, live
streams, and other content such as video blogging, short original
videos, and educational videos. Most of the content on YouTube is
uploaded by individuals, but media corporations offer some of their
material via YouTube as part of the YouTube partnership program. We
use Plaza Indonesia’s Youtube channel to promote our event and to
allow people to get the idea of what our event is all about.
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5.2 Publicity
5.2.1 Media Briefing
To inform and maintain relationship with the media that are invited , we
will held a media briefing and give a further information about our main and
post event for the young millennials generation. This event will be held in :
Date : November 26th 2018

Time : 13.00 - 15.00 WIB
Place : Sate Khas Senayan , Level 5 EX Plaza Indonesia Jl. M.H.
Thamrin Kav. 28 - 30, Gondangdia, Menteng, Jakarta Pusat,
Daerah Khusus Ibukota Jakarta 10350
Speaker : Plaza Indonesia PR, Rollover reaction PR, Jovi Adhiguna,
Vinna Gracia, Sonia Eryka, and Alva Susilo
Sate Khas Senayan, Level 5th Plaza Indonesia
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5.2.2 Press Release
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5.2.3 News Value
Millennials nowadays are into 90’s culture

The trend of the moment is actually a trend of the past. 90’s
culture such as boom box, eye-catching patterned clothings, bright
colors, pop music, are just few of the examples of things that were
happening in the 90’s that millennials and young adults are into
nowadays. Millennials are longing for simplicity and genuine spirit
that the 90’s has. For Millennials today, the 90s represent a golden age
of simplicity that, in our increasingly frightening world, is a welcome
return; but we must learn to balance appreciating the past while still
doing our duty to create the future.
This event focuses on brand awareness of the 4th and 5th level of
Plaza Indonesia
Our event goal is to introduce the 4th and 5th level to
millennials who are still not aware about these two levels in Plaza
Indonesia. We are trying to create a new image of Plaza Indonesia in
millennials and young adults’ mind so they will not be hesitated to
visit this shopping mall especially the 4th and 5th level.
Whip Up The 90’s main event will be three days-long

This event will consist a pre event, main event, and post event.
The main event will be held in December 2018 for three days long and
will feature music performances from famous Indonesian DJs, beauty
and fashion talkshows from top influencers, and also mini fashion
bazaar from the 4th and 5th tenants of Plaza Indonesia. There will also
be a fashion showcase from the contestants of our styling competition.
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5.2.4 Media List
Television
Show Address
Weekend List
The East Tower Lt. 27-29 Jl. Dr. Ide

Agung Gede Agung Mega Kuningan,
Kuningan Timur, Jakarta
iLook
Indonesia Morning Show
Jl. Palmerah Selatan No. 1 Jakarta Barat

10270
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Sapa Indonesia Akhir Pekan
MNC Studios, Jl. Raya Perjuangan No. 1,

Seputar iNews Siang Kebon Jeruk, Jakarta, Indonesia
Jalan Jenderal Sudirman No. Kav 52-53,

Kebayoran Baru, RT.5/RW.1, Senayan,
Kby. Baru, Kota Jakarta Selatan, Daerah
Ada Apa Berita Weekend Khusus Ibukota Jakarta 12190
Komplek Rasuna Epicentrum Lot 9. Jl.

H. R. Rasuna Said, Karet Kuningan.
Setiabudi, Jakarta Selatan - Indonesia
Selamat Pagi Nusantara Weekend 12940
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PT Surya Citra Televisi. SCTV Tower -
Senayan City. Jl. Asia Afrika Lot 19,
Liputan 6 Pagi Jakarta 10270 . Telepon : 62-21-2793 5555
PT Global Informasi. Bermutu.

Ariobimo. Sentral Building, Ph12 floor
Jl. HR Rasuna Said Blok X-2, Kav 5
Viral Jaman Now Jakarta 12950
PT. TELEVISI TRANSFORMASI

INDONESIA (TRANS TV) Jl. Kapten P.
Tendean Kav 12-14 A, Mampang
CNN Indonesia Good Morning Prapatan, Jakarta Selatan 12790
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Television
1. Weekend List
Weekend List is a program from NET TV that talks about fun events,
places to go, restaurants or cafes to visit, movie references and music, as
well as all the things its audience have to know to spend their weekends
Reasoning :
The reason we chose this program is because it consist of useful
informations about places and events to visit for people (especially
millennials and young adults) during weekends. This program is also
being delivered in a casual, very modern way with Kevin Hendrawan and
Cia Wardhana as the hosts.
2. iLook
iLook is a television program from NET TV that covers a lot of topics
about fashion and lifestyle. This program also gives suggestion and
helpful tips that can inspire Indonesian for a good fashion.
Reasoning :
The reason we chose iLook is because the program is mostly about
fashion and tutorials on how to mix and match clothes so it will be
interesting to wear. The program is hosted by Kimmy Jayanti, an
Indonesial model and presenter that is still considered as a millennial
which makes this program can be very relatable to young millennials
audience.
3. Indonesia Morning Show :
Indonesia Morning Show is an Indonesian Breakfast television on NET.
featuring a variety of recent updates, such as hard news, light news, &
entertainment news. It broadcasts for 1,5 hours, from 06.00-07.30 WIB.
Reasoning :
We chose Indonesian Morning Show because this program is aired in the
morning at 6:00 to 7:30 AM, which is the perfect timing for young workers
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to watch right before they go to work. This program consist of news and
also lifestyle, which makes our event fits the content of the TV program.
4. Sapa Indonesia Akhir Pekan :

Sapa Indonesia is the first television program from Kompas TV with a
talkshow format that has fun and interesting topics. This program is
similar to Apa Kabar Indonesia that is aired in tvOne. This program airs
every Saturday and Sunday from 7 to 8:30 in the morning.
Reasoning :
We chose Sapa Indonesia Akhir Pekan because it airs on the weekends
and has more potential for millennials to watch. This program also talks
about lots of interesting topics and is a suitable platform to promote our
event.
5. Seputar iNews Siang :

Seputar iNews (Around iNews), is the flagship news program which
broadcast on RCTI, replacing Seputar Indonesia from 1990 to 2017. The
program broadcast for three to four hours each day through Seputar
iNews Pagi (morning news), Seputar iNews Siang (lunchtime news),
Seputar iNews (evening news), and Seputar iNews Malam (late night
news).
Reasoning :
We chose Seputar iNews Siang because it airs more than one time in a day
and we will also emphasize the revamping of Plaza Indonesia’s 4th and
5th level on this program.
6. Ada Apa Berita Weekend

This television program is a news program that covers number of events
that are happening. Ada Apa Berita Weekend also invites figures with
competencies in their fields of work.
Reasoning :
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The reason why Ada Apa Berita Weekend was chosen is because this
program has numbers of millennials and young adults audience. This
program also airs in the weekends which makes it easier for young
audience and workers to watch.
7. Selamat Pagi Nusantara Weekend

Selamat Pagi Nusantara is a television program from ANTV that was first
aired on July 30th, 2017. This program is a sequel from a program called
Selamat Malam Indonesia that previously aired on November 2nd, 2015.
This television program has 2 different topics which are the morning topic
and sports topic.
Reasoning :
We chose this program because it airs on the weekends which has more
potential for millennials and young adults to watch. This program is
hosted by Indra Bekti, Elfin Pertiwi Rappa, Intan Saumadina, and Asyifa
Latief that makes this program light and easy to watch.
8. Liputan 6 Pagi
Liputan 6 (The Six Report) is a flagship television news program that
broadcasts on the Indonesian TV station SCTV. Its slogan is "Aktual,
Tajam, dan Terpercaya" (Actual, Sharp, and Trusted). It was aired only
two times per day as Liputan 6 Sore and Liputan 6 Malam from
November 7, 1994, till May 19, 1996. Liputan 6 Sore changed its name to
Liputan 6 Petang on May 20, 1996.
Reasoning :
The reason we chose Liputan 6 Pagi is because this news program airs in
the morning, which is the perfect timing for millennials and young
workers to watch before they head to the office or to school. This program
also covers a lot of topics from news to events that are happening in all
over Indonesia. Liputan 6 Pagi also has gained reputation and a lot of
audience for our event to be heard.
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9. Viral Jaman Now
Viral Jaman Now contents are all about what is happening in young
millenials world and what are the things that millennials are into
nowadays. This program talks about viral videos with famous youtubers,
actors, and “selebgrams”. There are also challenge sessions that make this
program is even more fun to watch.
Reasoning :
We chose this program because the contents that they share are very
modern and related to millennials. This program also invites youtubers
and influencers to the show that obviously attract millenials to watch. It is
a perfect place for us to promote our event.
10. CNN Indonesia Good Morning

Cable News Network Indonesia (CNN Indonesia) is a television station
and news website owned by Trans Media in cooperation with Turner
International. This channel was first aired on August 17, 2015. CNN
Indonesia covers local and international topics that focus on news,
business, sports, technology, lifestyle, and also entertainment.
Reasoning :
We chose CNN Indonesia because topics that they talk about are very
diversed which makes our event easier to promote. This news also has
many young workers and millenials audience that are the target of our
event.
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Online Media
Media Address Column/Topic/Account
Menara Anugerah 23th floor, Jl.

Mega Kuningan lot 8.6-8.7, Jakarta.
Chief of Editor: Didik Supriyanto.
Kapanlagi.com Ph: (021-83795245) email:
redaksi@kapanlagi.net Trending
PT. Sandhika Digital Media

Panglima Polim Raya 101
Kebayoran Baru. Chief of Editor:
Kompas.com
Wisnu Nugroho. Ph: 62-21
53699200 / 5350377 Lifestyle
MNC Tower 26th Floor Jl. Kebon

Sirih Kav. 17-19 Jakarta Pusat
10340. Chief of Editor: Aries
Vivanews.com Margono. Ph: (021-4601326) email:

redaksi@vivanews.com Gaya Hidup
Gedung Transmedia - Lantai 8-9

Jln. Kapten Tendean kav. 12-14A,
Jakarta Selatan, 12790. Chief of
Editor: Arifin Asydhad. Ph: (021)
Detik.com
7918 7722 (Hunting) email:
redaksi[at].detik.com (Lifestyle) Wolipop
Jl. Jati Murni No.1A, RT.8/RW.2,

Jati Padang, Ps. Minggu, Kota
Jakarta Selatan, Daerah Khusus
Ibukota Jakarta 12540. Chief of
Editor: Rachamadin Ismail. Ph:
Kumparan.com (021) 22784571 Lifestyle
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Online media
1. Kapanlagi.com
This is an Indonesian-based website that focuses on infotainment news.
This website has been operating since August 2003. It began from a text alert,
and now has been developed to a website that mostly talks about celebrities
and entertainment. This site has two main offices in Jakarta for business
development and marketing, and also one in Malang for editing,
programming, and designing the web.
Reasoning :
We chose Kapanlagi.com because this website has a lot of millennials and
young adults readers. This site also contains light news and information that
are easier for millennials to comprehend. The column from this website that
we chose to promote our event is:
a. Trending
This column basically contains news from local and international
entertainers as well as popular events and informations that are
happening lately around the world.
Reasoning:
We chose Trending as the column from Kapanlagi.com to promote our
event because this column contains not only information from
showbiz world but it also contains information about events and etc.
This will be a perfect place to promote Whip Up The 90’s.
2. Kompas.com
Kompas is an Indonesian national newspaper. Published by Kompas
Gramedia, it has been in publication since 28 June 1965. Kompas also
manages an online portal KOMPAS.com, which contains updated news and
the digital version of the paper. Like many major daily newspapers, Kompas
is divided into three major parts: a front section containing national and
international news, a business and finance section, and a sports section.
229
Reasoning :
We chose Kompas.com as one of the websites to promote our event because of
the number of its readers that is considered quite a lot; millennials and young
workers are also part of it. The website contains numbers of topic including
event. The column that we chose from this website to promote our event is:
a. Lifestyle
Lifestyle is a column from Kompas.com that is divided into three
categories or topics called Eat Good, Look Good, and Feel Good. This
column contains information on how to have a better lifestyle in
general. This column is also more millennials-related than other
columns in this website.
Reasoning:
We chose Lifestyle as the column from Kompas.com to promote our
event because it contains three sub-columns such as “eat-good, look-
good, and feel-good” that makes this column is so much lighter than
other columns in the website that mostly talks about politics and
economy that not many millennials are very into. The “look-good”
column basically covers the topic about fashion that will be suitable for
our event to be placed.
3. Vivanews.com
VIVAnews is a news portal website that is managed under PT. Viva
Media Baru Tbk. This site was launched on 2008 and contains not only news
from the reporters but also from its readers through this feature called U-
Report. This site can be accessed from cellphone, computer, tablets, and PDA.
Reasoning :
We chose VIVAnews because this website contains a lot of useful
informations for millennials and young workers. VIVAnews is also one of the
most famous website that is being visited by Indonesian web-surfers. The
column that we chose from this website to promote our event is :
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a. Gaya Hidup
Gaya Hidup column from Vivanews basically talks more of healthy
lifestyle, fashion, and places to hang out. This column also contains
various information and news that are very helpful to its readers
especially modern millennials readers.
Reasoning:
We chose this column to promote our event because compared to other
columns in this website, we think Gaya Hidup is the most suitable one
to place the information and to create awareness about our event to
people. This column also contains lighter informations and news that
attract more millennials to visit this column than other columns in this
website.
4. Detik.com
DetikCom is an online news and article website based in Indonesia.

DetikCom only has online edition and it relies on advertisements for its profit.
While the website focuses on news, it also has many articles about other
topics such as sport, automotive, food, health, etc. and they are divided by its
own site.
As July 2014, detikCom was ranked 8th in Indonesia website

popularity rank and 322nd in world rank, its total page view from every site
division is approximately 16 million views per day. Since August 3, 2011
DetikCom has become a part of Trans Corp, one business unit of CT Corp.
Reasoning :
We chose Detik.com because this website is by far the most recognized and
popular Indonesian news website among Indonesians including millennials
and young workers. This website also contains lots of topics that attract
young readers to visit this website.
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5. Kumparan.com
Kumparan is an Indonesian media collaboration platform that works as a
one-stop website to read, write, and share various news and informations.
Works more than just a regular digital media, Kumparan emphasizes
collaborative and interactive platform that was created from modern
innovations and technologies. This website also maintain a high credibility
and etiquette in journalism.
Reasoning:
Kumparan.com was chosen because this website is interactive and allows its
readers to participate in their content-making which makes this website
different than any other website. This also makes a plus point for Kumparan
as in for nowadays, millennials tend to choose something that they can
collaborate or involved in. The column that we chose from Kumparan.com to
promote our event is:
a. Lifestyle
Lifestyle column from Kumparan.com consist of news and
informations about entertainment, modern-lifestyle, and fashion
trends. There is also a trending stories section that make it easier for
readers to know what are the most famous events that have been going
on lately.
Reasoning:
We chose Lifestyle column from Kumparan.com because as it stated
before, this column mostly talks about lighter informations and topics
such as entertainment, modern-lifestyle, as well as fashion trends.
These are the things that millennials and young adults are into
nowadays. That makes us think that this column is suitable for our
event to be promoted.
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Social Media
Media Account
@seputarjakarta
Instagram
@generasi90an
@jakartaevent
Facebook Check In Jakarta
Jakarta Events
@WhatsNewJakarta
Twitter
@EventJakartaCom
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Social Media
1. Instagram
Instagram is a photo and video-sharing social networking service
owned by Facebook, Inc. It was created by Kevin Systrom and Mike
Krieger, and launched in October 2010 exclusively on iOS. The app allows
users to upload photos and videos to the service, which can be edited
with various filters, and organized with tags and location information. An
account's posts can be shared publicly or with pre-approved followers.
Users can browse other users' content by tags and locations, and view
trending content. Users can "like" photos, and follow other users to add
their content to a feed.
Reasoning :
We chose Instagram as one of the media to promote our event is because
as we all know, Instagram is the most popular and effective media
platform among people all over the world including Indonesia. Most of
millennials and young adults nowadays have their own Instagram
account that makes it easier for us to spread the word about our event.
The accounts that we chose from Instagram to promote our event are:
a. @seputarevent
This Instagram account consist the information about event promos,
picture documentations, event tips, college events, concerts, and
many more other events informations in Jakarta. They also have
their own website called seputarevent.com.
Reasoning:
We chose this account because it has about 22.5k followers on
Instagram and most of them are millennials and young adults that
are into visiting events and such. This Instagram account is a perfect
media to promote our event considering its big number of followers.
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b. @generasi90an
Generasi 90an is a community that started from an Instagram
account that constantly post things from the 90s and its lifestyle
culture. This community emphasizes in giving a time-reminisce for
its followers about things that they usually do in their childhoods
especially if they grew up in the 90’s.
Reasoning:
The reason we chose this account is because they have 912k
followers on Instagram and most of them are the millennials and
young adults that were born in the 90s which are the targets of our
event. We will also collaborate with this community to give the 90’s
atmosphere to our event since our event adapt the 90’s culture
theme.
c. @jakartainfo
This account is an Instagram account that consist numbers of
informations about events around Jakarta. This account is pretty
popular among Instagram users especially for those who live in
Jakarta. @jakartainfo has 906k followers on Instagram.
Reasoning:
We chose @jakartainfo to promote our event because the fact that
this account has a big number of followers including millennials and
young adults who live in Jakarta. We think this Instagram account is
a suitable and right place to promote our event since people usually
visit this account to seek for reference in events to attend.
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2. Facebook
Facebook is an American online social media and social
networking service company based in Menlo Park, California. Its website
was launched on February 4, 2004, by Mark Zuckerberg, along with
fellow Harvard College students and roommates Eduardo Saverin,
Andrew McCollum, Dustin Moskovitz, and Chris Hughes. Facebook can
be accessed from a large range of devices with Internet connectivity, such
as desktop computers, laptops and tabletcomputers, and smartphones.
After registering, users can create a customized profile indicating their
name, occupation, schools attended and so on. Users can add other users
as "friends", exchange messages, post status updates, share photos, videos
and links, use various software applications ("apps"), and receive
notifications of other users' activity. Additionally, users may join
common-interest user groups organized by workplace, school, hobbies or
other topics, and categorize their friends into lists such as "People From
Work" or "Close Friends".
Reasoning:
The reason we chose Facebook as one of the media to promote our
event is because Indonesia has a large number of Facebook users.
Facebook is one of few very popular social media in Indonesia. Although
not many Indonesian Millennials and younger people use Facebook
anymore, the number of Indonesians on Facebook is still considered
pretty high. The Facebook accounts that we chose to promote our event
are:
a. Check In Jakarta
Check In Jakarta is an informative page that covers accomodation,
communities, events, places to eat, holiday destinations, and many
more in Jakarta. This Facebook page offers easy ways to explore
Jakarta.
Reasoning:
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The reason we chose Check In Jakarta is because this page already
gained almost 15,000 liked on Facebook and has almost the same
number of followers. This Facebook page offers wide information
about events that are happening in Jakarta. We are sure that Check
In Jakarta is suitable to promote our event.
b. Jakarta Events
Jakarta Events daily collects the newest events & accommodations
from all favorite places in Jakarta. This page aims to keep people
updated with all events and accommodations as well as taking
advantage of all the promotions.
Reasoning:
Jakarta Events was chosen because this Facebook page has more
than 5,000 liked and also more than 5,000 followers. This page also
provides a lot of information about events in Jakarta that can be
beneficial to the promotion of our event.
3. Twitter
Twitter is an online news and social networking service on which
users post and interact with messages known as "tweets". Tweets were
originally restricted to 140 characters, but on November 7, 2017, this limit
was doubled for all languages except Japanese, Korean, and Chinese.
Registered users can post tweets, but those who are unregistered can only
read them. Users access Twitter through its website interface, through
Short Message Service (SMS) or mobile-device application software
("app"). Twitter, Inc. is based in San Francisco, California, and has more
than 25 offices around the world.
Reasoning:
The reason we chose Twitter as one of the social media to promote our
event is because number of Twitter users in Indonesia is still considered
pretty high and most of them are actually Millennials and younger
people. Twitter still gained a lot of attention in Millennials nowadays and
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this will be a good media to promote our event since our target
participants are Millennials and Young Adult. The Twitter accounts that
we chose are:
a. @WhatsNewJakarta
This Twitter account offers the best guide to discover and explore
Jakarta. Established in 2006, @WhatsNewJakarta has been providing
events calendar, tips, guide & recommendations about living in
Jakarta to the growing community in the city.
Reasoning:
The reason we chose @WhatsNewJakarta is because this Twitter
account has more than 6,000 followers and they update their Twitter
account about events that are happening in Jakarta daily. Most of the
followers of this Twitter account are also Millennials and young
workers.
b. @EventJakartaCom
@EventJakartaCom provides a lot of information and guide about
things to do and interesting events in Jakarta. This Twitter account
also has a website that offers more complete information and details
about the events which is eventjakarta.com.
Reasoning:
The reason we chose this Twitter account is because the number of
followers that this page has is more than 23.3k followers and most of
them are Millennials and young workers. @EventJakartaCom also
provides detailed information about events that can help promote
“Whip Up The 90s” to attract people to participate.
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Radio
Show Address
Jl. Aditiawarman No.71,

RT.5/RW.2, Melawai, Kby. Baru,
Kota Jakarta Selatan, Daerah
Khusus Ibukota Jakarta 12160. PR
Contact: Mayolla Chika Puti Nova,
Asri Nino In The Morning Ph 02172784033
Menara Imperium Lt. P7 Kav. 1

Kuningan, Jl. H. R. Rasuna Said,
RW.6, Guntur, Kecamatan
Setiabudi, Kota Jakarta Selatan,
Daerah Khusus Ibukota Jakarta
12980.PR Contact: Vega Karina
Semangat Pagi Andira Putri, Ph 021 8370 7171
Menara Cakarawala, Jl. M.H.

Thamrin No.9, RT.2/RW.1, Kb.
Sirih, Menteng, Kota Jakarta Pusat,
Daerah Khusus Ibukota Jakarta
10340.Contact: Yahya Abdurahman
(Program Director), Ph: +62 21 390
D’Office Afternoon 8471
239
Jl. Kemang Utara No.5A, Bangka,
Mampang Prpt., Kota Jakarta
Selatan, Daerah Khusus Ibukota
Jakarta 12730.PR Contact: Bobby
Jakarta Morning Show Irfan, Ph: +6281 2122 04224
Jl. Adityawarman no. 71, Kebayoran

Baru, Jakarta. PR Contact: Mayolla
Desta & Gina in The Morning Chika Puti Nova, Ph 02172784033
Sarinah Building 8/F. Jl. MH

Thamrin Kav. 1 Jakarta
Pusat.Contact: Aditya Ari Prabowo,
Morning Zone Ph: +62 21 314 4760
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Radio
1. Asri Nino in The Morning

This program airs every monday to friday from 6 to 10 AM. The format of
this program is designed to boost up its listeners’ morning and it is also
hosted by Asri Welas and Nino “RAN”. This program talks about various
things that are fun and easy to listen as well as good music for morning
commute.
Reasoning :
We chose Asri Nino in The Morning because this program contains fun,
fresh, and relatable topics for millennials and young adults. This program
is also hosted by Asri Welas and Nino “RAN” that will attract a lot of
young listeners and will be a good program to promote our event. This
program also airs in the morning that makes it perfect for young workers
and millennials to listen while they are commuting to work or school.
2. Semangat Pagi
Semangat Pagi is a program from Gen FM that airs in the morning with
Kemal, TJ, and Diaz as the hosts. This program airs every Monday to
Friday from 6 to 10 in the morning. Semangat Pagi also has this session
called Salah Sambung that basically made to call-prank someone.
Reasoning :
The reason we chose Semangat Pagi is because this program airs in the
morning, which is the perfect time for millennials and young workers to
listen. The hosts of the program such as Kemal, TJ, and Diaz are also easy
to understand and can relate to millennials’ life nowadays. The session
called Salah Sambung that this program has could also bring a lot of
listeners to this radio station.
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3. D’Office Afternoon
This program will take the listeners to the glorious alternative music era
from 90s until early 2000 with Inya Malonda as the host. There are also
movies references as well as events and suggestions, helpful tips around
the office.
Reasoning :
We chose D’Office Afternoon because it has a lot of millennials and young
workers listeners. The content of this program is also very fun and
relatable to millenials. D’Office Afternoon also airs every Monday to
Friday from 10 AM to 1 PM that is a suitable time for millennials and
young workers to listen when they are commuting or in the office.
4. Jakarta Morning Show

Jakarta Morning Show is a program from Oz Radio Jakarta that contains
various news including politics, lifestyle, and entertainment to its
listeners. This program airs in the morning and is also aired in different
cities other than Jakarta such as Bandung, Bali, and also Aceh.
Reasoning :
Jakarta Morning Show was chosen to promote our event because it has
numbers of millennials and young adult listeners. This program also
contains a lot of useful information and updated news hosted by Coki
Pardede and Aji Sabha that makes it another good reason why people
listen to this program. This program also filled with good music that will
attract millenials.
5. Desta & Gina in The Morning

This program from Prambors FM airs every monday to friday from 6 to 10
AM. Hosted by Desta “Club 80’s” and Nycta Gina, this program will
bring a joy in the morning for its listeners. This program talks about light
and casual topics with humorous tone from the hosts as well as playing
242
the most updated songs and also traffic infos from numbers of different
cities in Indonesia.
Reasoning :
Desta and Gina in The Morning was chosen to be one of the program to
promote our event because the number of its listeners are quite high and
people are actually listening to this program because of the hosts who are
funny and are able to boost peoples mood in the morning. This program
also airs in the morning which is the perfect timing for millennials and
young workers when they are commuting to work or on their way to
school. There are also other hosts in this program such as Nadia, Genus,
Kenny, and Channy that make this program more interesting.
6. Morning Zone
This program airs every Monday to Friday from 6 to 10 in the morning.
Morning Zone is hosted by Surya and Molan. This program also has
various segments that are both informative but also fun such as traffic
info and interactive games to play with the listeners.
Reasoning :
The reason we chose Morning Zone is because the hosts of this show are
pretty famous among millennials and young adults. This program also
airs in the morning which is the perfect timing for young workers and
millennials to listen. Informative topics that are not boring and also the
interactive games are also a plus in attracting young listeners to listen to
this program.
243
Magazine
Media Address Chief of Editor
PT MNI Entertainment
MNC News Center
13th Floor Jl Wahid
Hasyim Kav 28 Jakarta
HighEnd Teen Pusat 10340 Lysia Jessica. Ph: +6221 398 99888
Petty. S Fatimah. Ph: (021) 5253816

Femina ext. 4171 Email : kontak@femina.co.id
Tri Wahyuni (Fashion & Lifestyle).

Email:
GADIS fashion.lifestyle@feminagroup.com
Gedung Femina, Jl. HR

Rasuna Said B.32-33,
RT.10/RW.7, Setia
Budi, Jakarta, Kota
Jakarta Selatan, Redaksi Majalah Dewi. Ph: [021] 525
Dewi Daerah Khusus 3816, 520 9370 ext 4230
Ibukota Jakarta 12910
Redaksi Majalah Womens Health. Ph:
Women's Health [021] 525 3816, 520 9370
Redaksi Majalah Grazia. Ph: +62 21

Grazia 5253816 ext. 4340
Dhanny Septianto. Ph: [021] 526 6666,

Bestlife 525 3816, 520 9370 ext 4330
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Magazine
1. HighEnd Teen
HighEnd Teen Magazine is a luxury magazine for international
teenagers’ lifestyle. Focusing on both the enjoyment value and on serving the
readers with carefully chosen information, the magazine uses English
language to deliver smart articles, up-to-date news and things beyond the
ordinary. This magazine is an Indonesian magazine based in Jakarta.
Published in 2008. The teenage spin-off of HighEnd magazine, it targeted
teenage boys and girls and is well known as the pioneer in local English teen
magazine in Indonesia. The magazine has successfully became one of the
trusted source of information and reading-tainment for teenagers all over
Indonesia. With tagline "EXTRAORDINARY GENERATION", the magazine
is popular amongst the international school students, the national plus school
students, the top local schools and even the first year to second year
university students.
Reasoning :
HighEnd Teen Magazine was chosen because from the name itself, we can
conclude that the targets of this magazine are teenagers and millennials. This
magazine is also popular among university students, so placing informations
about our event in this magazine will create awareness about our event and
thus, could bring more teenagers to participate.
2. Femina
Femina is an Indonesian weekly women's magazine founded in 1972.
The magazine is owned by Femina Group. Femina was established in 1972
and the first issue was published in September 1972. The cover of the first
issue was shot in the garage of Svida Alisjahbana, whose father was the
magazine's photographer. The magazine is published on a weekly basis.
245
Reasoning :
The reason we chose Femina Magazine is because this magazine already has a
lot of readers including female millennials and young workers. Femina
Magazine covers a lot of topic from news, lifestyle, to entertainment and
events. This magazine also claimed to be the magazine of modern women in
Indonesia that is factual and inspirative. Because young working females are
still our event’s target, we feel like this magazine is a suitable media to
promote our event.
3. Gadis
Gadis Magazine is an Indonesian magazine that is created for female
teenagers and young adults. This magazine was founded in 1973 and is very
popular in Indonesia. Gadis magazine is part of Femina Group. Every year,
this magazine holds a competition called “Gadis Sampul” that started in 1987
and since then has been a jumping stone for a lot of actress and models in
Indonesia.
Reasoning :
We chose Gadis magazine because this magazine is considered the most
popular magazine among teenagers and young millennials. This magazine
also has a lot of interesting contents and is usually got invited to numbers of
events in Jakarta. The frequency of this magazine is every 10 days that makes
it easier to put awareness about our event in this magazine.
4. Dewi
Dewi magazine is an Indonesian’s leading fashion and lifestyle
magazine. Bringing its readers the latest and very best from the world of
fashion, beauty, health, art, culture, design, food, as well as travel. Dewi
magazine also emphasizes premium lifestyle in its content.
Reasoning :
The reason we chose this magazine is because Dewi magazine is the most
popular fashion and premium lifestyle magazine in Indonesia. This magazine
246
has also gained a big number of readers including millennials and young
workers especially those who are into fashion. Dewi magazine is also pretty
famous to create a report about fashion events in Indonesia. This makes this
magazine is the right place for our event to be heard.
5. Womens Health
Women’s Health Indonesia magazine is a magazine that has a lot of
information about womens health, fitness, legit nutrition advice and weight
loss. This magazine targets women in their middle age but their readers are
not limited to only middle age women but also female millennials.
Reasoning :
Womens Health Indonesia magazine was chosen because it has quite a lot
women readers who are not only into fitness and health but also fashion. We
can put information about our event in this magazine so it will spread
awareness into its readers who are also our target visitors for the event.
6. Grazia
Grazia Indonesia is an easy chic monthly glossy fashion, beauty, and
lifestyle magazine. We are part of Femina Group. Grazia Indonesia brings the
latest and chicest info and trend on fashion, beauty and entertainment to its
readers. Grazia itself was founded in 1983 in Italy.
There are now 16 editions of Grazia worldwide Italy, UK, China, Australia,
Holland, India, the United Arab Emirates, Serbia, Croatia, Bulgaria, France,
Indonesia, Thailand, Germany, Russia & Bahrain.
Reasoning :
We chose Grazia Indonesia to be one of the media to promote our event
because the readers of this magazine are part of our target participants which
are millennials and young adults. This magazine also offers informations
about the hottest parties, events, and shows.
247
7. BestLife
BestLife is a lifestyle magazine and inspiration source for those who
appreciate what’s best in life. BestLife Indonesia is a US-licensed magazine in
Indonesia under Femina Group. This magazine gives information and
inspiration about lifestyle, career, health, finance, entertainment, and family.
Reasoning :
BestLife Indonesia magazine was chosen because the millennials and young
adult readers that they have are a lot. This magazine also offers contents that
talk about fashion and lifestyle that can be suitable for our event to be
promoted. This magazine is also being portrayed as a modern magazine for
millennials to read.
248
Newspaper
Media Address Chief of Editor
Kompas Gramedia
Building Lt. 4 Jln.
Palmerah Barat 29-37 Budiman Tanuredjo. Ph: +62-21-
Kompas Gramedia Jakarta 5483008
Kebayoran Centre Blok Efri Ritonga (Redaktur Kolom

A11-A15 Jln. Kebayoran Gaya Hidup) Ph: 62-21-5360409,
Tempo Baru, Jakarta 5482132, 7255625
Wisma Bisnis Indonesia

Lt.5-8 Jl. K.H. Mansyur
Mas No. 12A Jakarta Hery Trianto. Email:
Bisnis Indonesia Pusat redaksi@bisnis.com
249
Newspaper
1. Kompas Gramedia
Kompas Gramedia is the largest media conglomerate in Indonesia.
Kompas began its first issue on 28 June 1965 and was based in Central Jakarta
with a circulation of 4,800 copies. Since 1969, Kompas newspaper has
dominated sales nationwide. In 2004, daily circulation reached 530,000 copies,
its special Sunday edition even reaching 610,000 copies. Readership is
expected to reach 2.25 million people in Indonesia. Kompas Daily Print had
an average circulation of 500,000 copies per day, reaching an average of
1,850,000 people per day. The newspaper is distributed to all parts of
Indonesia. Kompas is not just the largest circulating printed media in
Indonesia, but is also the largest circulating newspaper in southeast Asia.
Reasoning :
We chose Kompas newspaper because it is one of the most famous
newspapers in Indonesia. It also has a big number of readers all over the
country. The readers of the newspaper is not limited only to adult but also to
young millennials and workers. By putting information about our event in
this newspaper, it obviously will spread awareness to a lot of our target
participants in Jakarta and even Indonesia.
2. Tempo
Koran Tempo is an Indonesian newspaper in Indonesia. It is owned by
PT Tempo Inti Media Harian. It was first published on April 2, 2001, with a
circulation of 100,000 daily. Although considered new when compared with
Kompas magazine, this newspaper also already has become one of the most
famous and popular newspapers in Indonesia that makes the loyal readers of
this newspaper quite a lot.
Reasoning :
Tempo newspaper was chosen because not only this newspaper is famous
among Indonesian, this newspaper also has a lot of millennials and young
250
adult readers that fit our event’s target participants. Tempo newspaper is a
great media to publish information about our event and to make people
aware of our event.
3. Bisnis Indonesia
Bisnis Indonesia (lit. Indonesian Business) is a daily newspaper,
published in Jakarta, Indonesia. Bisnis Indonesia primarily covers Indonesian
financial and business news and issues. It is published by PT. Jurnalindo
Aksara Grafika (PT JAG), a company founded by three conglomerate
businessmen in Indonesia: Sukamdani Sahid Gitosardjono (Sahid Group),
Ciputra (Ciputra Group), Anthony Salim (Salim Group), and media veteran
Eric FH Samola. The first edition published on December 14, 1985. Bisnis
Indonesia also supplied news content for international news agency,
including Japan-based NewsNet Asia, Factiva, ISI Emerging Markets, Chinese
news agency Xinhua, and Bloomberg.
Reasoning :
We chose Bisnis Indonesia newspaper because millennials who are into
business and young businessmen are also part of this newspaper’s readers.
This newspaper mostly talks about finance and business but can also be a
great media to promote our event and to target the young executives.
251
5.2.5 Media Mapping
Segmentation
Hierarchy of Economic Class in Indonesia
A = Upper Class
The groups of people who occupy the upper layers in

economic hierarchy such as large entrepreneurs, officials, and
professional workers who have a large income.
B = Middle Class
Usually occupied by employees, workers, and laborers.
C = Lowest Class
The groups that occupy the lowest social layers, among

others, homeless, beggars, scavengers, and farm laborers.
Television
Weekend Programme Segmentation

NET TV ( Weekend List )
Kompas TV ( Sapa Indonedia A-C
Akhir Pekan) Age 18 – 28 years old
Jak TV (Ada Apa Berita Weekend) Gender : Male and Female
ANTV ( Selamat Pagi Nusantara Lifestyle : Business and Busy Person
Weekend )
252
Fashion Programme Segmentation
NET TV ( i Look ) A-C
Age 18 – 28 years old
Gender : Male and Female
Lifestyle : Fashionista
News Programme Segmentation

NET TV ( Indonesia Morning
Show ) A-C
RCTI ( Seputar iNews Siang ) Age 18 – 28 years old
SCTV ( Liputan 6 Pagi) Gender : Male and Female
Trans Corp ( CNN Indonesia Lifestyle : Expertise
Good Morning )
Global TV ( Viral Jaman Now )
Online Media
Media Segmentation
Kapanlagi.com A-C
Kompas.com Age 18 – 28 years old
Vivanews.com Gender : Male and Female
MNC.co.id Lifestyle : Business Person
253
Radio

Delta FM ( Asri Nino In The
Morning)
Gen FM ( Semangat Pagi ) A-C
Hard Rock FM ( D’Office Age 18 – 28 years old
Afternoon ) Gender : Male and Female
OZ Radio Jakarta ( OZ News ) Lifestyle : Busy Person
Prambors Radio ( Desta & Gina In
The Morning )
Trax FM ( Morning Zone )
Magazine

HighEnd Teen
Femina A-B
Gadis Age 18 – 28 years old
Dewi Gender : Male and Female
Women’s Health Lifestyle : Fashionista, Beauty
Grazia Enthusiasts
Bestlife
254
Newspaper
Kompas Gramedia A-C

Tempo Age 18 – 28 years old
Bisnis Indonesia Gender : Male and Female
Lifestyle : Business Person
255
5.2.6 Press Kit For Media
ID Cards
Details : 100 pcs (60 pcs for media and 40 pcs for crews)
Tote Bag
256
Scarf, Bandana, Handkerchief
Tumbler
Notebook
257
Details Press Kit :
300 pcs of products = 30 for media (include ID Cards)
30 for 90’s OOTD Squad Challenge winners
30 for influencers that are invited
150 participant of moodboard challenge (each campus 30
participant max)
10 for styling competition participant
10 for influencer’s challenge in product activation participant
40 for mini quizes participants in all event
258
CHAPTER VI
BUDGET
6.1 Event Budget
Pre-Event
Items Details Detail Prices Total Prices

Events
Printed Materials , Books, and Stationery
Poster Poster paper 120gr A4 100 @1.250 125.000
1000 pcs (A3) Art Paper
Flyer 1000 @2.500 2.500.000
120gr
60 x 160 cm Flexy China
X-Banner 2 @80.000 160.000
High
Pen, Marker, Paper,
Stationery 300.000 300.000
Scissors
Tenants HVS A4 Paper Printed
500 pcs @1.250 625.000
Catalog Color
1 pcs Art Paper + Soft
Guestbook 87.500 / pc 87.500
Cover
TOTAL 3.710.000
Transportation
Mobile
5.000.000 5.000.000
Transportation for Campus Roadshow
TOTAL 5.000.000
Performer & Entertainer
Fashion Stylist Alva Susilo 5 days @4.000.000 20.000.000
TOTAL 20.000.000
259
Food and Beverages
Food and 100 pax Sate Khas
100 @140.000 14.000.000
beverages Senayan Resto
TOTAL 14.000.000
TOTAL 28.710.000
Main Event
Events
Performances & Entertainment
MC Dianne Lestari/2 days 3.000.000 / day 6.000.000
Dimas Danang (3 hours

MC 26.000.000 26.000.000
max of MC)
Patricia Gouw (3 hours
MC max of MC + pocket 18.100.000 18.100.000
money)
Vinna Gracia (3 hours
Influencer max for talkshow, 10.000.000 10.000.000
makeup demo, etc)
Jovi Adhiguna (3 hours
Influencer max for talkshow + social 15.000.000 15.000.000
media post)
Judges Sonia Eryka (8 hours max 8.500.000 8.500.000
260
of talkshow)
Alva Susilo (talkshow
Judges and judge for a whole 4.000.000 4.000.000
day)
DJ Diskopantera 15.000.000 15.000.000
Dipha Barus (3 hours

DJ 35.000.000 35.000.000
max)
LSPR Modelling Models

Models 20 @500.000 10.000.000
(10 models/day)
All Performer and
Estimate Influencer (food and

10.000.000 10.000.000
Riders beverage, transportation
and accomodation)
TOTAL 157.600.000
Printed Materials
Press Release
Art paper 100gr A4 40 @1.250 50.000
paper
200 pcs (A3) Art Paper

Flyer 200 @2.500 500.000
120gr
Poster Poster paper 120gr A4 50 @1.250 62.000
160 x 60 cm Flexy china

X-Banner 2 @80.000 160.000
high
ID Cards Art paper 100gr A5 60 media + 40 crew 1.500.000
261
@15.000
Invitation
Art Paper 120gr A5 200 @1.250 250.000
Cards
Guestbook 2 pcs Art Paper + Soft

87.500/pc 175.000
(VIP) Cover
4 pcs for 90's party

Stamp 4 @57.000 228.000
registration
TOTAL 2.925.000
Merchandises and Prizes
Notebook 300 pcs 300 @5000 1.500.000
Tote Bag 300 pcs + printed design 300 @5.500 1.650.000
300 pcs stainless cup

Tumbler 300 @10.000 3.000.000
tumblr
Scarf , Bandana 300 pcs shiffon 300 @6.000 1.800.000
300 pcs rubber wristband

Wristband 300 @8.000 2.400.000
black
Styling 15.000.000 for 3

Products from Tenants 15.000.000
Competition winners
Rollover
Nude set lips for 35
Reaction 40 @357.000 14.280.000
Influencers and 5 Winner
Products
Best Costume
Iphone X 15.500.000 15.500.000
Prize
262
Vinna Gracia Private Makeup Class
8.000.000 8.000.000
Makeup Class with Vinna
Alvasus Private Styling Class with

4.000.000 4.000.000
Styling Class Alvasus
Shopping Voucher in 1.000.000/person

90's squad
Plaza Indonesia (any (estimate 3-5 5.000.000
challenge
store) person/group)
TOTAL 72.130.000
Documentation
3 days (Include after

Videographer 2.000.000 2.000.000
event video editing)
3 days (Include
Photographer 1.500.000 1.500.000
Instagram edited photos)
TOTAL 3.500.000
Food and Beverages
Mocktails Free Flow 200 pax 200 @40.000 8.000.000
3 Savories and 2 Sweets

Snacks 200 @100.000 20.000.000
200 pax
TOTAL 28.000.000
TOTAL 264.155.000
263
Total
Total PRE-EVENT 28.710.000
Total MAIN EVENT 264.155.000
TOTAL 292.865.000
264
6.2 Construction Budget
Pre-Event

Productions
Campus Roadshow
Sarnavil Tend 3x3m 500.000 500.000
Portable Sound 1 pc 3.500.000 3.500.000
TOTAL 4.000.000
Press Conference
Sofa 4 pcs 4 @550.000 2.000.000
Audience Chair 100 pcs 10 @20.000 2.000.000
Stage Table 1 pc 250.000 250.000
10.000 watt (Monitor,
Speaker, Monitor
Sound System Speaker, Mic 18.000.000 18.000.000
Wireless, Amplitudo,
Etc)
TOTAL 22.250.000
TOTAL 26.250.000
265
Main Event
Productions
Stage
Full rigging fashion
show stage with

Main Stage 35.000.000 35.000.000
backdrop 5x4m +
5x2m
Stage DJ Full rigging 2x1,5m 15.000.000 15.000.000
Queline 50 pcs 50 @120.000 6.000.000
18m for Fashion

Catwalk Carpet 18m @83.000 1.500.000
Show
3D Board 1 pc 2.000.000/ board 2.000.000
Photobooth 2 booth 2 @6.000.000 12.000.000
Backdrop Stage 5x2m Rigging 19.000.000 19.000.000
Convetti 5 Pcs 50.000 1.800.000
Tunnel Entrance Gate 15.000.000 15.000.000
TOTAL 107.300.000
Sound
10.000 watt (Monitor,
Sound System Speaker, Monitor 18.000.000 18.000.000
Speaker, Mic
266
Wireless, Amplitudo,
Etc)
TOTAL 18.000.000
Lighting
Parlep 8 pcs 8 @500.000 4.000.000
Presnel 2 pcs 2 @1.250.000 2.500.000
Moving Light 8 pcs 8 @1.000.000 8.000.000
Smoke 1 pc 1.500.000 1.500.000
TOTAL 16.000.000
Decoration
3x3m 8 booth for
Tenants + 2 booth for
Tenants Booth regitration booth 10 @17.000.000 170.000.000
5x5m (artist
Sarnavil Tend 750.000 750.000
backstage)
Sarnavil Tend 3x3m (monitor room) 500.000 500.000
Decoration Fullset 110.000.000 110.000.000
Audience Chair 60 pcs 60 @20.000 1.200.000
Sofa 4 pcs 4 @500.000 2.000.000
Stage Table 1 pc 250.000 250.000
Tenants Table 12 pcs 12 @250.000 3.000.000
Tenants Chair 24 pcs 24 @20.000 480.000
TOTAL 288.180.000
267
Operasional
Rebuild, Build,
Transport Contigency 4.000.000 4.000.000
TOTAL 4.000.000
TOTAL 433.480.000
Total
Total PRE-EVENT 26.250.000
Total MAIN EVENT 433.480.000
TOTAL 459.730.000
Grand Total Budget
TOTAL EVENT 292.865.000
TOTAL CONSTRUCTION 459.730.000
TOTAL 752.595.000
Contigency 15 % 112.889.250
PR Consultant Fee 15 % 112.889.250
GRAND TOTAL 978.373.500
268
Reasoning :
Our total budget spent was Rp. 292.865.000 out of Rp. 300.000.000. We
thought this amount of money is worth spending because with the number of
guest stars and the prizes of the competitions that will be given, people will
be attaracted to participate in our event considering the popularity of the
guest stars invited such as Vinna Gracia, Jovi Adhiguna, Patricia Gouw, Sonia
Eryka, Alvasus Disco Pantera, and Dipha Barus as well as the quality of the
competition's prizes such as high-value shopping vouchers, an iphone X, and
cash money. As for the production budget spent, the amount of money spent
for our event was Rp. 459.730.000 out of the first production budget issued,
which is Rp. 700.000.000. This amount of money spent is used to build and
decorate the venue of our event.
269
CHAPTER VII
EVALUATION
7.1 Pre-Event Evaluation
Short Term (Quantitative)

1. How many participants will join the pre event ? ( Guestbook Checking )
2. How many participants will join the social media challenge? ( Media
Monitoring )
3. How many likes and comment will the post on social media get? ( Media
Monitoring )
4. How many participants will join the moodboard challenge on the
campus roadshow? ( Guestbook Checking )
5. How many percentage of the interest to Main Event that is raised by
the Pre Event? ( Media Monitoring )
6. What are the problems that maybe happen during the Pre Event? (
Survey )
Long term (Qualitative)

1. How is the response of participants who join the social media challenge?
( Survey )
2. How will the Hashtag affect Plaza Indonesia’s visitors traffic? ( Media
Monitoring )
3. What people think about the social media challenge? (Media
Monitoring)
270
7.2 Main Event Evaluation
Short term (Quantitative)

1. How many participants that join the Main Event? (Guestbook Checking)
2. How many media will attend the Main Event? ( Guestbook Checking )
3. How many people will update the Main Event on Social Media? ( Media
Monitoring )
4. How many people use our hashtag to post on Social Media? ( Media
Monitoring )
Long Term (Qualitative)

1. How will the Main Event affect the traffic visitor’s of Plaza Indonesia?
(Survey)
2. Will the event be long lasting on participant’s mind? ( Survey )
3. Will the Fashion show increase sales of the participant tenants? (Survey)
7.3 Media Monitoring
1. Media Content Analysis
Monitor social media such as Instagram. The use of the hashtag

#PlazaIndonesia and #WhipUpthe90s should be tracked and calculated,
whether the hashtag #PlazaIndonesia has increased or not. Also, track the
Instagram story viewers and numbers of like for each post whether it has
increased or not. The comments regarding the overall program needs to be
calculated in terms of the number of positive, negative and neutral coments.
This will eventually be the basis of whether the events have become viral or
not in social media.
271
Qualitative :
Measuring the media tone based on the comments on Plaza Indonesia's

Instagram page related to our event. If the comments consist of 70% positive,
20% neutral and 10% negative, we can conclude that our event is succesful.
Quantitative :
By calculating the number of increase for the hashtag #PlazaIndonesia, we

can conclude that the event is successful if the increase of the hashtag is 500%
than the initial number of hashtag.
2. Media Clipping
Monitoring all aspects of traditional mass media such as the newspapers and
magazine and collect excerpt cuts and copies of the content then evaluate the
issues, advocates, and critics.
3. Media Tracking
Tracking social media like Instagram and YouTube to gain information of the
number of people using and searching the event hashtags and to find out how
many social media users posts a picture or video about our event. Analyzing
the comments made in the social media and evaluating the issues, advocates,
and critics.
272
7.4 Survey
Whip up the 90’s After Event Survey
We need some improvement for our event, it would be nice if u

willing to take a few moments to provide us some important feedback
about our event. This information will be used as to improve our event.
Put a ( V ) on the scales box
No. Indicator Score

1 2 3 4
1 How satisfied are you with this event ?
2 How would you rate the event ?
3 How likely are you to attend future events ?
4 Did the event meet your goals ?
5 Did the event fulfill the purpose that was
proposed ?
6 The speakers relate to our theme ?
7 The event is useful for me ?
8 Was the seminar beneficial to me ?
9 Did you receive the information you
expected?
10 Would you recommend this event ?
Notes:
1=Poor 3=Good
2=Fair 4=Excellent
273
7.5 Guestbook Checking
We will see the number of visitors who attended our event through the
guestbook list. If the number of visitors boost up by 90%, the event can be
called successful.
Indicator (for media reception) :
We provide 100 seats for the Media Briefing. If 80% of the seats are filled, this
event is categorized as a successful event.
Indicator (fuse the 90s runway) :
We provide 60 seats bsaed on invitation for "Fuse the 90s Runway". If 80% of
the seats are filled, this event is categorized as a successful event.
274
Guestbook Design
275
ATTACHMENTS
Pictures of Quotation and Evidence

Performer and Entertainer
Sonia Eryka
276
Alva Susilo
DJ Diskopantera
277
Dianne Lestari (MC)
Jovi Adhiguna
278
Patricia Gouw
Vinna Gracia
279
Dipha Barus
Dimas Danang
280
Models
281
Photographer and Videographer
282
Printing and Press Kit
283
284
Attachments for Prizes
285
Attachments for Food and Beverages
286
Attachments for Production Needs
287
Attachments for Survey Data
288
289
290
Attachments for Measurements Data
291
292
293
294
295
296
297
298
299
300
301
302
303
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samsung&source=android-browser&q=90s+icon+characters
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https://www.google.com/search?q=90s+colorful+design&client=ms-android-
samsung&source=android-
browser&prmd=ivsn&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiamqKpraPb
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CHAPTER I

1.1 Description of Plaza Indonesia

Plaza Indonesia is a shopping mall located at Jalan M.H. Thamrin, central

Chanel Store, Level 1 Plaza Indonesia

Rolex, Level 1 Plaza Indonesia

Louis Vuitton, Level 1 Plaza Indonesia

B. Plaza Indonesia’s 2nd Floor

Level 2 of Plaza Indonesia provide stores of Multi Brand Boutiques (Le

Victoria’s Secret, Level 2 Plaza Indonesia

Sephora, Level 2 Plaza Indonesia

C. Plaza Indonesia’s 3rd Floor

Level 3 of Plaza Indonesia Provide Stores of Multi Brand Boutiques (Farah

Batik Keris, Level 3 Plaza Indonesia

Crick’s Station, Level 3 Plaza Indonesia

Prima Fit B82, Level 3 Plaza Indonesia

Atrium on 4, EX Plaza Indonesia

Atrium on 4, EX Plaza Indonesia

BNI Banking, Level 4 Plaza Indonesia

Starbucks, Level 4 Plaza Indonesia

Level 5th of Plaza Indonesia provide stores of Fashion Apparel and

CIMB Niaga Digital Lounge, Level 5 Plaza Indonesia

Eatlah , Level 5 Plaza Indonesia

TaWan, Level 5 Plaza Indonesia

F. Plaza Indonesia’s Parking Area

Underground parking lobby, Plaza Indonesia

No. Events Date Location

2. PI Film Festival Love Philosophy 22-25 Cinema

3. PI Fashion Week (10 Years of Fashion) 20 – 25 The

5. Pop Up Fit Class 4 - 28 April Pop Up

6. Plaza Indonesia Beauty Week 12 – 14 May Function

8. Plaza Indonesia Summer Fest 15 - 16 July Atrium on

9. Indonesia Food and Art Festival – Cita Rasa 1 – 31 Function

11. Plaza Indonesia Men’s Fashion Week 25 - 29 Function

12. Accessories Trunk Show 21 October Atrium On

13. Flavors of The World 22 Function

15. Plaza Indonesia Film Festival Love Philosophy 22 – 24 Cinema

16. Plaza Indonesia Fashion Week 19 - 23 The

18. NEVER TOO LAVISH Hard Workshop 17 March Atrium on

19. 90s night with LALAHUTA 28 March Level 5

2. PI Film Festival: Love Philosophy

3. PI Fashion Week (10 Years of Fashion)

4. Intimate Soiree With Mocca

5. Pop Up Fit Class

7. Plaza Indonesia Film Festival Celebrating Women

8. Plaza Indonesia Summer Fest

9. Indonesia Food and Art Festival – Cita Rasa Indonesia

11. Plaza Indonesia Men’s Fashion Week

12. Accessories Trunk Show

13. Flavors of The World

15. Plaza Indonesia Film Festival Love Philosophy

16. Plaza Indonesia Fashion Week

18. NEVER TOO LAVISH Hard Workshop

19. 90s night with LALAHUTA

Grand Indonesia is located in Jalan M.H. Thamrin, Central Jakarta, Indonesia.

o Restaurants and Cafes

3. SIMPLY POP UP MARKET “URBAN 22 – 25 Exhibition

2. Simply Pop Up Market “Urban Culture Festival”

Plaza Senayan is located in Jl. Asia Afrika, Gelora, Tanah Abang,

o Restaurants and Cafes