The SBM ITB welcomed several major brands to Idealogy 2025 at the 2nd Floor Auditorium, SBM ITB Campus, Bandung (September 12th). This event brought industry experience to the academic world.
Sonny Rustiadi, Head of the SBM ITB Undergraduate Entrepreneurship Program, officially opened Idealogy 2025, which carried the theme “New Media in Action,” reflecting the importance of digital narratives in delivering customer experiences. The event was enlivened by hustlers/marketers (students from SBM), and “hipsters” (designers from the Faculty of Fine Arts and Design ITB), who sought to learn more about immersive marketing.
The program kicked off with the presence of UNIQLO, highlighting its LifeWear philosophy and the role of stores as the first point of contact with customers. Each UNIQLO store is designed to reflect its culture and deep commitment to customer experience.
UNIQLO then challenged the participants: How can UNIQLO position itself as the most desirable fashion choice for the next generation of Indonesian customers? This question will be answered by participants combining creativity and marketing strategy.
The second session was presented by Seed Motion, a creative agency that collaborates with various well-known brands, including Hyundai, Tahilalats, Netflix, and Kopi Djago. The session, themed “Immersive Storytelling: How to Create Memorable Experiences through Movement and Narrative,” demonstrated how stories can influence behavior.
Seed Motion presented their work on Ultra Milk’s Less Sugar campaign, aimed at Gen Z customers. Seed Motion developed several characters with relatable and humorous narratives.
The process involved several steps, from budgeting and character definition to storyboard development. The campaign’s success was measured through social media engagement and consumer response, demonstrating the effectiveness of immersive campaigns in fostering consumer loyalty.
The final presentation was delivered by Arafura Media Design, a multimedia studio based in Bandung. Arafura describes itself as a play space that connects people, resources, and stakeholders. Design is defined as a tool for communicating stories to audiences across multiple platforms.
Arafura has successfully presented their work on various platforms, from projection mapping at the National Gallery of Singapore to the Nyala exhibition at the National Gallery of Indonesia. Arafura also collaborated with the musician Efek Rumah Kaca, whose designs significantly impacted the experience of a large-scale concert.
Idealogy 2025 ultimately emphasized how collaboration between business and creative disciplines can open up new opportunities in marketing and narrative. This event demonstrated SBM ITB’s commitment to fostering multidisciplinary learning and preparing participants to thrive in the ever-evolving digital landscape.
