Kapal Api

“Secangkir Semangat - #BuatNyataTujuanmu”

The Challenge

Kapal Api – a well established coffee brand in Indonesia, launched their initial program Secangkir Semangat #BuatNyataTujuanmu which was supported by BEKRAF (Indonesian Agency of Creative Economy). This applicative inspirational program, aimed to create the future of Indonesian youth, especially prospective young sociopreneur activists, provided a space to develop knowledge, skills, access to various resources, networks, development products and services, and support from the social ecosystem, in order to achieve their dreams.

Our Approach

ID COMM was officially appointed to carry out a series of communication and public relations activities by creating communication materials, expanding the network to various institutions, organisations, leaders and selected communities, building partnership with several media and designing various communication activities, and also monitoring news coverage. 

During four months of registration period, Kapal Api received approximately 5,000 business proposals. #BuatNyataTujuanmu cooperated with creative sociopreneurs, as a national and local mentors, to share knowledge and experience on how to run and manage the business, and also cooperated with several trainers to sharpening contestants’ capability. 

There were challenges on how to generate people to register and to understand the difference between sociopreneur and entrepreneur. Based on the reason, Kapal Api held various activities in 6 cities (Jakarta, Bandung, Yogyakarta, Semarang, Surabaya, Malang) such as Networking session, Apprenticeship, and Sociopreneur Workshop. To engaged college students, Kapal Api also visited several universities in Malang, Yogyakarta and Bandung. These series of activities successfully educated more than thousands of young people who is interested in sociopreneurship.

As a closing program of the campaign, An awarding night was held in Jakarta to announce three winners of young sociopreneur activist. 

The Result

Throughout May 2018 to February 2019, the communication program have produced 329 articles of media coverage with the total impression of 331,463,552 audiences.