Course Project
Antam Kasih Paham
Gen Z knows Antam. Knowing how to start buying its gold is harder, so this campaign teaches it, starting small.
The Insight
- Antam is already top of mind. 30 of 45 young people we surveyed named it first.
- Most find gold attractive (66.7%).
- But the barriers are real: not enough money, not knowing how it works, and fear of losing money.
- Antam's own content isn't reaching them. 62.2% had never seen Antam's media, and 35.6% called it informative but not interesting.
Challenges
- Explain gold investing without jargon, to people who feel it's only for the rich.
- Make a serious, formal brand sound relaxed without losing trust.
- Show that a small budget is enough, when many in the audience earn under Rp3M a month.
Strategies
- Built the campaign around one big idea, Antam Kasih Paham, with the tagline "Gak Asal Simpan, Paham Bikin Aman."
- Gave each word a job: Kasih is warm talk, Paham is learning without jargon, and Aman is trust in Antam.
- Recommended 0.1-gram gold (about Rp200,000) as the first step.
- Planned a mini-series on TikTok and Instagram. Episode #0 interviews strangers about their worries. Episodes #1 and #2 have creator Kak Gem explain the basics, then walk into an Antam boutique to show how to buy.
- Mapped the plan to the RACE funnel: teasers and creator collaborations for reach, quizzes and webinars for action, link-in-bio buying for conversion, and #CaraGueNabungEmas UGC with weekly challenges to keep people engaged.