The Campaign
erafone Lebih Dekat (eLD) was a social experiment campaign built on a simple idea: a retail brand getting genuinely, spontaneously close to the people it serves. Rather than broadcasting promotions, the campaign turned erafone into a participant in everyday Indonesian life.
At its centre was "MinEra" — a warm, curious character who arrived unannounced in city squares, malls, and public spaces to conduct social experiments, hand out prizes, and capture real human reactions on camera.
The campaign ran across 8 cities, each with its own localised press release and city-specific narrative, building a cumulative story of connection that travelled from Bandung and Surabaya to Medan, Balikpapan, and beyond.
Meet MinEra
MinEra was the human face of the campaign — cheerful, spontaneous, and city-aware. Every script I wrote had to feel unscripted: warm and playful, never corporate. The challenge was giving MinEra a consistent personality across 8 cities while making each stop feel genuinely local.
What I Did
- 01 Wrote all scripts for the "MinEra" character — social experiment videos, mini-vlogs, and city-specific content — maintaining a consistent voice while adapting to each city's culture and context
- 02 Created individual press releases for each of the 8 city stops, tailored to regional media outlets and local audience sensibilities
- 03 Managed consistent brand voice across Instagram, TikTok, and external media throughout the entire campaign
- 04 Developed narratives that shifted brand perception from transactional ("buy from us") to relational ("we're part of your community")
What I Wrote
Campaign Period
The 8-City Tour
Each city stop required a distinct press release and city-specific script nuances — references to local culture and events that made MinEra feel like a local, not a visitor passing through.
Prize pool: Rp15 million per city. Campaign format replicated across all stops due to strong audience response at each location.
Campaign Impact
Press release view count based on internal tracking across all published outlets. Qualitative outcomes assessed via audience engagement and media tone analysis.