Yamaha Indonesia and FCN Creative-Rovers address the crisis of underage motorcycle riding
Indonesia ranks as the world’s third-largest motorcycle market, with 85% of households owning at least one motorcycle, totaling around 137.35 million units as of August 2024. Despite this widespread ownership, an alarming trend has emerged: many motorcycles are ridden by underage children, often with parental consent. This practice has had tragic consequences, with over 22,000 accidents involving underage riders reported in 2023. Yet, motorcycles continue to be gifted to children as rewards for academic success, inadvertently placing their safety at risk.
In response, Yamaha Indonesia partnered with FCN Creative—Rovers to develop a campaign aimed at shifting this behavior and raising awareness among parents about the dangers of underage riding.
To resonate with parents, the campaign took an unconventional approach. Instead of only emphasizing safety risks, it tapped into a unique cultural insight: the deeply-rooted Indonesian fear of the supernatural. The team discovered that many parents are concerned about supernatural dangers, and thus used this to convey a potent message that the real “threat” to their children’s safety could be right on the road.
The campaign launched with horror-themed videos and podcasts, drawing attention to the hidden dangers of underage riding and reminding parents that the risk to their child’s life is immediate and real. Leveraging moments when parents are most likely to buy motorcycles for their children, such as during graduation season, Yamaha and Rovers introduced “The Scariest Report” – a twist on the traditional annual school report cards. These highlighted the stark reality of accident statistics tied to underage riding, urging parents to rethink their gift choices. The reports included a QR code linking to Yamaha’s website, where parents could access further safety information. Flyers and posters were also distributed in schools and neighborhoods to reinforce the message.
“We wanted to create an emotional and culturally relevant message that would resonate with parents and inspire them to take action. The supernatural angle gave us an effective way to bring home a very real and urgent issue,” said Wirastomo Hadi, the CEO of FCN Creative – Rovers. “By tapping into these deep-seated beliefs, we could reach parents more effectively and encourage a shift in behavior. We’re proud to collaborate with Yamaha on a campaign with such a meaningful impact.”
Erica Puspasari, Manager Branding & Promotion at PT. Yamaha Indonesia, said: “Through this campaign, Yamaha reinforces its commitment to safety and aims to remind Indonesian parents about the danger of underage riding. Following its successful pilot in several schools across Jabodetabek, we’re eager to extend this initiative nationwide and promote a safer future for Indonesia’s youth.”
This campaign stands as a powerful example of how Yamaha and FCN Creative – Rovers are working together to not only inform but also protect the next generation of Indonesian riders by inspiring parents to make informed, safety-conscious decisions.
