Cerdikiawan

Read the campaign story

A platform with many services can become difficult to explain through a conventional feature list. Gojek’s Cerdikiawan campaign used everyday Indonesian ingenuity as the organising idea. The word was presented in English coverage as a kind of life hacker: someone finding a clever way around a practical difficulty. This allowed the company to connect a broad service ecosystem with a recognisable human habit instead of asking audiences to memorise every function in the app.

August 2019 reporting documents an in-house series of service-specific videos, distributed in the app and on social channels, following the new Solv identity and Pasti Ada Jalan message. A participatory awards component invited people to share their own inventive solutions. Separate contemporary coverage describes a Rich Brian collaboration within the same campaign. These elements belong to one platform: a common idea expressed through service stories, participation and a cultural personality, rather than unrelated launches counted separately.

The mechanism is a shared explanation for diversity. A delivery, payment or entertainment service may solve a different task, but all can be presented as a way around friction. The audience therefore receives a mental category for the portfolio. The strongest version starts with the customer’s difficulty and ends with a plausible solution. It does not demand that every service become heroic, nor should ingenuity be used to excuse inconvenient or unfair conditions in the underlying system.

A smaller platform could apply this by selecting three recurring customer problems and building a consistent short format around them. Use real, safe examples and explain which service is currently available in each market. If inviting submissions, obtain permission to feature them and avoid encouraging risky improvisation. One useful test is whether viewers can match each problem to the appropriate service after seeing the sequence, rather than merely remembering a humorous phrase or a celebrity appearance.

The sources record rollout and company explanations, not independently measured changes in adoption. Reported views are excluded from the outcome claim here. The broader experience of drivers, merchants and customers also cannot be reduced to advertising language. This case teaches how a flexible idea can organise a complex offer, with a necessary caution: the promise of solving everyday friction should be tested against the actual people and processes responsible for delivering those solutions.

Organise around problems

Give the portfolio a customer-centred explanation.

Repeat a useful format

Keep the structure consistent while changing the task.

Keep participation safe

Do not reward dangerous shortcuts or unconsented stories.

A small test for another brief

Create three consistent problem-to-service explainers.

Correct service selection and reduction in misunderstanding.

Stop if an example suggests unsafe workarounds or unavailable services.

• Choose three verified customer tasks.
• Script a safe realistic solution for each.
• Test which service viewers associate with each problem.