The Brand Communications Challenge
erafone Jaga Bumi is a sustainability initiative by erafone (Erajaya Digital) aimed at educating the Indonesian public about the dangers of electronic waste and encouraging active participation in responsible gadget recycling.
The campaign centred on making e-waste collection accessible — placing physical dropboxes at erafone retail stores across Jabodebek — while using storytelling to shift public perception of used electronics from "trash" to "treasure worth returning." From a brand communications perspective, this was an opportunity to build purpose-driven brand equity and position erafone as a responsible retail leader — translating complex environmental issues into clear, relatable brand stories.
What I Did
- 01 Campaign Naming & Brand Identity: Named the campaign — "erafone Jaga Bumi" — and defined its core identity and purpose, setting the tone for all subsequent brand communications.
- 02 Messaging Framework: Developed the messaging framework and brand voice used across every campaign touchpoint — from landing page copy to press releases to in-store signage, ensuring consistent brand narrative.
- 03 Media Relations: Wrote press releases distributed to national media outlets (ANTARA News, RRI, Media Indonesia), securing coverage that amplified the campaign's reach and brand credibility.
- 04 Digital Communications: Wrote landing page copy for the campaign microsite and CTA button copy, driving customer participation with clear, on-brand messaging.
- 05 In-Store Brand Communications: Created dropbox wording for 10+ in-store collection points across Jabodebek, extending the brand narrative to physical retail.
- 06 Public Education: Wrote video scripts for teaser, educational content, and impact report videos — translating complex e-waste concepts into relatable brand stories for the public.
- 07 Social Media: Crafted social media captions for Instagram and TikTok to drive participation and maintain ongoing brand engagement.
Campaign Assets
Here is the complete list of brand communications assets I created for the erafone Jaga Bumi campaign.
Campaign Impact
Data sourced from publicly available press releases and media coverage. Campaign ran 2023–2025 across 14 provinces.
Media Coverage
Why This Matters for Brand Communications
This campaign demonstrates my ability to:
- ✓ Build a purpose-driven brand narrative from the ground up — from naming to messaging framework to media relations.
- ✓ Translate complex issues into accessible, engaging content that educates and inspires action — turning environmental challenges into relatable brand stories.
- ✓ Secure earned media coverage that validates the brand's commitment to sustainability and purpose.
- ✓ Position a brand as a responsible leader in its industry through purpose-driven brand communications.
- ✓ Coordinate multi-channel brand communications across digital, in-store, and media touchpoints with consistent brand messaging.