Deploy Kata Hati Series: Celebrating People Diversity in Frame

Diversity is about embracing one another's uniqueness. Everyone has a different life journey and a different story to tell. We all face different challenges. We all gain different experiences. Stories make us who we are. Diversity is not about how we differ. In celebrating people diversity, we find beauty and we find strength. 

" Tak kenal, maka tak sayang; out of sight, out of mind."

This Indonesian proverb sparked our initial idea to develop #DEKATItiket Deploy Kata Hati (DEKATI) Series. "Deploy Kata Hati" is translated as "Deploy Your Inner Voice" in English. People Engagement is about giving employees the stage to speak up, aligning diverse people's views to formulate ideas to solve organizational issues. Inspired by Cut.com's truth or drink video, we decided to create our unique approach of the game to unite two individuals from different departments to uncover stories behind people at tiket.

Rule of the Game: Truth or Drink

We pair two individuals from diverse community circles, locations, departments, and levels in a Shot-down contest. First both members of the pair poses an extremely personal or work related question to the other member to each other. Then, every participants must either answer the question honestly, or drink a shot of Jamu Brotowali, an Indonesian traditional herbal drink often consumed to heal joint pains or strengthen one's metabolism. It's extremely bitter after taste stimulates an unpleasant tasting experience to those dare to consume it.

Casting & Talent Selection

The essence of Deploy Kata Hati is to not only showcase our people diversity externally, but also to facilitate a unique internal networking experience for our employees from different social circles. This is why we tend to cast individuals from different levels, locations, tenure, gender, age groups, and departments. Through this setup, we wanted to give our cast the opportunity to exchange knowledge and point of views not only professionally, but also personally. This process took us one week to accomplish, with the help of our people partner team.

The Production Process

To execute the production process of this project, we partnered with young and creative movie makers from Spectra Cinema, and was led by our Employer Branding Jr. Specialist, Nadine Astari. The shooting took place in one of our Office Lounges where people usually spend time socializing during break time to create a comforting atmosphere to the set. The sessions took us two fun days to complete, followed by a three week editing and approval period. We explored various elements and techniques, combining comedy into reality show effects to enhance mood creation. For most of our cast, this was their first lifetime action on camera, which made the moments more candid and natural.

We then celebrated the production completion with a whole-team Brotowali Herbal Drink toast!

Post Campaign Result & Public Reaction

The series was published on multiple channels including our Career Instagram Account (@PeopleAttiket), tiket.com corporate Linkedin, and all of our internal communications channels. The videos were posted on a weekly basis, and attracted more than 120,000 organic views across all channels. Many of traffic generated were referred from our employees re-sharing the content link through their social network both internally and externally. And most importantly, we received positive feedback from our people and the management team in for its impact in celebrating diversity within tiket.com.

Watch the Full Deploy Kata Hati Series Episodes Below!

Are you interested to discover other unique initiatives that we do to activate life at tiket.com? Be sure to follow our Instagram account @PeopleAttiket and our LinkedIn Page to subscribe to our weekly updates! Mau ke mana? Semua ada tiketnya!

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