SUB CATEGORY :

INNOVATION IN LOCAL CULTURE APPLICATION

ENTRANT COMPANY :

FUTURE CREATIVE NETWORK, JAKARTA

TITLE :

FIRST FIRST RESPONDER

BRAND :

WULING AIR EV

ADVERTISER :

PT SGMW SALES INDONESIA

AGENCY :

FLOCK, JAKARTA

CHIEF EXECUTIVE OFFICER :

IVAN HADY WIBOWO

MANAGING DIRECTOR :

REZA FITRIANO

CHIEF CREATIVE OFFICER :

LEONARD WIGUNA/ERWIN SANTOSO/VIDA NOEGROHO/
RAMA HERNIAWAN

EXECUTIVE CREATIVE DIRECTOR :

LILA TALITHA

CREATIVE DIRECTOR :

MICHAEL FABIAN K.

ART DIRECTOR :

CHRISTIAN VIERI/FERRY EFENDI

COPYWRITER :

ANUGERAH GILANG/REZA AHMAD/NURIS SUNGKAR

AGENCY PRODUCER :

NIKEN NURUL INDAH PRATIWI

ACCOUNT DIRECTOR :

NIKEN ANGGANAWATI

ACCOUNT MANAGER :

MEDELINA CHRISTY

ACCOUNT EXECUTIVE :

NINIEZ YASIN

FILM PRODUCTION COMPANY :

ONEBOX, JAKARTA

DIRECTOR :

SAID

DIRECTOR OF PHOTOGRAPHY :

WIRA

EXECUTIVE PRODUCER :

RIO PRADITIA.WANBO

FILM PRODUCER :

RUDI TARLIANA

POST-PRODUCTION COMPANY :

925 SPACE, JAKARTA/POSTPLAY INDONESIA, JAKARTA

EDITOR :

BAYU S. YUSI

COLORIST :

RENA N. S.

SOUND PRODUCTION COMPANY :

STUDIO MIMPI, JAKARTA

SOUND DESIGNER :

IRFAN AHMAD

SOUND PRODUCER :

TIKA FITRILIANA/REZA KODOK

MUSIC COMPOSER :

DIMAS ACHONK

CAMPAIGN SUMMARY :

The number of fires in Jakarta is rising every year, posing a significant challenge due to the city's unique layout with thousands of small, tangled alleyways, making it difficult for fire trucks to navigate promptly. This becomes even more concerning as the initial 6-10 minutes after a fire starts are crucial for containment. If a fire truck cannot reach the site in time, it could result in a fatal disaster.
In response, Wuling proposed a solution with a substantial impact. Recognizing that the Wuling Air ev the only compact electric car in Indonesia, is well-suited for navigating Jakarta's narrow alleyways, we collaborated with the Indonesian Fire Department. Together, we transformed the Wuling Air ev into the First Responder—a special firefighter fleet deployed early to prevent fires from escalating.
We modified the back cabin of the Wuling Air ev, incorporating three specific compartments designed to offer immediate first aid when a fire occurs. The compact electric cars enable faster response times to reach fire sites, effectively preventing the escalation of fires.
This initiative quickly gained attention and approval from the community. The once-overlooked small car became a suitable solution for Jakarta's intricate alleyways, challenging preconceived notions about its size. Ultimately, people came to realize that addressing Jakarta's significant problem required a small yet effective solution: the Wuling Air ev.

CREATIVITY/IDEA/INSIGHT :

The fire in Jakarta poses a complicated issue as the city consists of thousands of small alleyways, making it challenging for large fire trucks to reach the site promptly. Knowing that the first 6-10 minutes when the fire happens are crucial to prevent it from getting bigger, it becomes a concerning problem.
So, we turned the Wuling Air ev, our compact electric car, into the first responder for the fire department when a fire occurs. We deploy our first responder to the site faster, as it can navigate the tangled alleyways more effectively. Thus, we can prevent the fire from escalating during the crucial first 6-10 minutes. We also modified the back cabin into a rescue compartment. These compartments are specially designed to extinguish the fire source, rescue victims, and provide respiratory assistance.

STRATEGY :

ince most of Indonesia’s automotive consumers are families, they always prefer a bigger car – the bigger, the better.
But one thing people failed to consider is this: big cities in Indonesia, like Jakarta, consist of thousands of small and tangled alleyways. You'll only get stuck wherever you go.
We see this as an opportunity for our compact electric car, the Wuling Air ev. With our compact size, we can drift through every small alleyway, traffic, obstacle — you name it. But how do we show this to them?
We directed our campaign for a bigger purpose: the fires in Jakarta. Given that fires in Jakarta frequently occur in cramped, small alleyways, we believe our Wuling Air ev is the most suitable vehicle to reach such locations swiftly. Thus, Wuling Air ev The First-First Responder, happened.
We shifted the perception of people about small compact cars, not with a self-centric hard-selling campaign, but with a campaign for a bigger cause. As people see how a compact electric car can solve a big problem, they no longer see the Wuling Air ev as too small for their lives.

EXECUTION :

We collaborated with the Indonesian Fire Department and turned the Wuling Air ev into the First-First Responder, a special fleet aimed at reaching the fire site faster and preventing it from getting bigger.
In doing so, we also modified the Wuling Air ev unit, turning the back cabin into three special compartments:
Fire Compartment to extinguish the fire source and prevent it from getting bigger,
Rescue Compartment to rescue the victims stuck in the building, and
Respiratory Compartment to provide respiratory aid for the victims struggling to breathe due to the smoke

RESULT :

It became the talk of the town as people shared it on social media about how the compact electric car can save many lives. Then, the Wuling Air evdidn't stop there; it grew into various First-First Responders, including compact electric police cars, ambulance cars, home care cars, and even more. It even got covered in various news and national media, drawing attention to the Wuling Air ev
Finally, people came to realize that Jakarta’s significant problem only required a small solution: the Wuling Air ev