BRI: Nusantara Fashion Festival

BRI, a financial services company, launched the Nusantara Fashion Festival, a month-long virtual fashion festival from local fashion actors in Indonesia.

Campaign details

Brand: BRIAgency: Samara Live

Strategy

Objective

Covid-19 has taken a toll on Indonesia's economy, specifically the fashion industry. Take batik business for example, whose sales dropped by up to 30% (The Jakarta Post, 8 June 2020). The most affected businesses were small and medium enterprises (SMEs), the small and micro players of which saw their sentiments towards the nation's economy decrease by 69% and 60.6%, according to a survey held by Indikator (The Jakarta Post, 24 July 2020).

This debacle stemmed from the closure of offline stores; the stay-at-home mandate as part of the Government's...

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