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Background Mozilla wishes to identify a vendor in Indonesia who can propose and execute a multi-month integrated online and offline brand campaign in Indonesia, working in coordination with our active community members across the country, to potentially raise awareness of Mozilla’s mission, our non-profit status, key differentiators about Mozilla’s existing products and services, as well as upcoming products (Firefox for Android) and services with current and potential users. The campaign does not have to accomplish all of these goals but should outline how it would accomplish at least some of these goals.

The audience: Netizen, especially Firefox users

Our Task: creating loyalti amongst mozilla firefox users

Interesting facts we find on Firefox Users 1.There are mozilla firefox users who does not know the difference amongst browsers except for speed 2.There are mozilla firefox users who does not know the benefit of add-ons or even the add-ons itself 3.There are mozilla firefox users who does know about the benefit of add-ons and already using the add-ons 4.For the mozilla firefox users who already using the add-ons they are more loyal, as they find the add-ons really helps their enjoyment surfing in the internet

Benefits: What’s in it for Me Participation: Being part of something Beliefs: Spirits, passion, things beyond logic Way to Build Loyalti This can only be achieved after sharing session with members or volunteers of mozilla firefox

First Approach: Popular Approach

To make the most out of Kumi - The character itself is very lovable - A lot of possibility for users participation - Just need to maximise the potential of Kumi

The idea Alt. 1Alt. 2

In a Nut Shell Have a Fun and Save internet experience with Kumi.

Video Mood *) click the image to play the movie

The program Twitter Facebook Website Campus Mall Hangouts

the program: online Twitter Facebook Website Paper toys Games: Kumi society/kumi gochi ( a petsociety or tamagochi inspired games where players can share, update and interact with other players Kumi race -- a racing game of Kumi driving Indonesian unique vehicle such as andong, becak Kumi Hashtag on twitter (the more people put Kumi hashtag on Twitter, the more Kumi travel around Indonesia) Contribute design for Kumi Kumi Screen saver Browser for kids ( special edition of browser for Kids to focus on education and blocked violence, pornogarphy and adult materials) Kumi Persona Kumi reminder Support offline activities

the program: offline Campus Mall Hangouts Design Kumi in action Competition to create Kumi voice Meet & greet Kumi (Updating & Discussion) Talks about add-ons, etc Swag: t shirt caps sticker, etc Experience online activities, add-ons, etc

Second Approach: Users Approach

To Make Non Users of Add- ons start to use at least one. To make the current users of add-ons contribute their idea about new add-ons. To help make the new upcoming programers able to make their add-ons.

The Idea Alt. 1aAlt. 1b

In a Nut Shell There is something that you can benefit out of an add-ons.

Video Mood *) click the image to play the movie

VIRGIN / BEGINNER Quiz: what add-ons r u? Swag Collection MATURE / AMATEUR Sharing on add- ons experience Competition best add-ons Idea EXPERT / PRO Meet & Greet with the Expert Tutorial

The program Twitter Facebook Website Campus

the program : online Twitter Facebook Website Creating #whatadd-onsru? For twitter Create a program where users can inform their internet habits so the program can suggest which add-ons they should have to help them browse better and faster Information and sharing on facebook about add- ons that is very helpful Announcement on the best add-ons idea competition where everyone can just send their ideas on the kind of add-ons that they think will be very helpful and the best idea will get the prize and support from mozilla to make it come through Support the offline activities

the program: offline Campus A Special one day camp where there will be: 1.Laptops to experience add-ons 2.Talks about anything popular in digital 3.Talks about program and programming 4.Meet and Greet and Share

KPI will be determined by: - Visitation on the Web - Participation on Facebook and Twitter - Attendance on the event

Budget will be determined by : - Venue selected - Scale and variety of the event - Gimmicks to be given out - Suppliers choosen - Numbers of event - Additional entertainment value

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