Jakarta Undercover and Marketing

Jakarta is a capital of sex entertainment, and in this workmanlike account, Indonesian journalist Emka offers a pleasure tour of some of the rarefied adult venues. He assumes a grating, disingenuous tone as he gains access, via friends and professional contacts, to the naked parties and sex-for-hire clubs that require an inexhaustible supply of beautiful native women and foreign currency to keep afloat. Arriving at one underground party, thanks to the exclusive membership (costing $5,000 for six months) of an acquaintance, Emka pulls back a curtain at the nightclub to behold this sight: "Nobody was wearing anything!" The author indulges in a "Triple-service VIP Sauna Special" (bathed and massaged by two women who vie for his attention while telling him, "We're stupid because we're willing to be used by men") and observes a "Squeals on Wheels" transaction (sex in a moving car). He's seated in the front next to the driver, while his friend enjoys the action in the backseat. There are no surprises, as Emka barely scratches the surface of the sordid Indonesian sex industry fed by the sad legion of bored and desperate mammies (older procuresses), prostitutes, gays, foreign sex workers and wealthy fetishists.

The first paragraph is quoted from the publisher review on the Jakarta Undercover book which took Indonesia by surprise approximately 3 years ago. Over 200,000 copies sold in Indonesia since it was launched. The book even spawned the sequel (Jakarta Undercover 2), comic, and of course the movie. Moreover, this book also available in English and currently being sold in Amazon. It also attracts a lot of attention to be reviewed by the third parties on the internet and the printed media. In Australia the movie would be showed shortly and I have the privilege to be trusted in reviewing the movie from the marketing point of view by the management.

I met Moammar Emka a couple years ago before he became famous and we even played a game of billiard at Gardu Billiard Jakarta. He probably does not remember me after all this year. I personally think that he is a great marketer. As a marketer I always try to analyze the situation and wondering why this book could be such a phenomenon. Is it the controversial content that invites the curiosity? Is it the right product in the right market?

The answer is “yes” to both of the questions. Perfect timing of a perfect product in the perfect market, that what I perceive Jakarta Undercover is. With the background of the eastern culture we cannot deny that the older Indonesian generation still perceives sex as a taboo topic to be discussed in public. However, the globalization era and information age really shift the values within the society which creates a perception that sex topics to be in a grey area (not white and not black).

Consequently, the society becomes more curious in regards to this issue. Being left by a huge curiosity, of course Jakarta Undercover is a great product. In the sex industry Indonesian society is like teenagers. As a teenager we always try something new, have a huge curiosity, and try to find new information as much as possible.

It has the differentiation compares to the other books, the controversial content which discusses the sex and metropolitan life in Jakarta. It has the clear unique positioning, as the first book that gets into its reader’s mind in its category. The story visualization through the flexible and easy language also fulfills the need of its target market. Moreover, it has the public relation (PR) power that attracts the media attention due to the controversial content.

For every one in Australia that have not read the book, or just curious about the Jakarta’s sex life, or just want to have fun then come along and watch the movie in Sydney and Melbourne. It will be good!!

In Sydney the movie will be showed at the University of New South Wales, Kensington Campus

Where: Rithcie Theatre, Scientia Building
When: Wednesday, 12/05/07
with three different sessions: 3.00 pm, 5.30 pm, and 8.00 pm
Ticketing and Enquiries: Grace - 0415 441 717
How much: AU$12.00 (Presold), AU$15.00 (At door)

David Herlambang
MarketingFirst