Daniel Tumiwa Establishes Advokat, Adtech Startup with Online-to-Offline Scheme

Daniel Tumiwa's name is no stranger to the Indonesian startup world. Had served as CEO of OLX Indonesia, at the end of May 2017 Daniel left the classifieds platform. Now Daniel is building a new startup targeting the advertising technology sector, Adsvokat.

To DailySocial, Daniel revealed the reasons behind the establishment of Adsvokat, the business model it owns, and the O2O scheme (online-to-offline) for the world of advertising in Indonesia.

Tired of building a startup

Previously, around 2008, Daniel had built a startup targeting the music industry. But after running for two years, he could not bring the company to good growth and had to go out of business. This bad experience made Daniel reluctant to rebuild his startup and chose to work for more established companies, including PT Djarum, Multiply, Garuda Indonesia, then to OLX Indonesia.

"After I left OLX Indonesia, there were several companies that offered me to join them. However, after discussing with my family, I finally decided to build another startup," said Daniel.

In 2018, Daniel sees that the Indonesian people have had enough "mature"accepting technological changes and increasingly vibrant schemes" sharing economy which was successfully introduced by Go-Jek. Utilizing technology, Go-Jek not only provides new job opportunities for driver-partners, but also new habits of using smartphones for various needs.

"Currently, innovation, which was previously difficult to develop, has become possible with the presence of technology, as well as the readiness of the community which is certainly the target market," said Daniel.

Inspiration from the environment

Seeing trends and developments in the capital, Daniel was inspired to develop and empower traditional mediums by utilizing technology. The Advocate idea was born that utilizes technology and the habits of today's society.

"We added the letter 's' on purpose to emphasize our position targeting the sector advertising [ads]. Advocates want to raise advertising traditional to digital media," said Daniel

In contrast to the services offered by existing adtech companies or startups, Adsvokat actually takes advantage of offline opportunities that adtech companies are starting to abandon. Most currently focus on the digital segment.

"This method is starting to be abandoned because all attention is now on digital, even though the medium advertising traditional from the past until the future is still effective. One of the reasons for the abandonment of offline methods is because there is no measurement yet, I believe that currently technology makes it possible to measure this method," said Daniel

Utilizing traditional media such as stickers on cars, helmets, t-shirts, luggage tags, behind a laptop, even behind a smartphone, Adsvokat wants to invite millennials to voluntarily promote their preferred brand by rewards in the form of additional income.

Utilization Selfie and implementation Gamification

Specifically Advocates filter ambassador Advocates from among students. Later, to expand the existing campaign, ambassador was asked to invite 10 of his friends to participate in promoting the selected brand.

"So anyone can choose brand who likes, then can advocate brand through the medium of their choice. Ten people giving positive comments for the brand will certainly be valuable," said Daniel.

The way it works is fairly easy. After registering, users are asked to choose an ad campaign that is still running in the Adsvokat application. If the user's profile is approved, he can choose the type of medium he wants to promote. Take a photo Selfie as a measure of the success of the campaign on each user.

"Through the way Selfie This is the process of measuring impressions from the campaign. A very easy but effective way to run promotional campaigns offline," he said.

selfie claimed to be able to measure impressions, for example promotions through helmet stickers determined based on time to location. Everything can be made an impression for determination rewards.

With this method, Daniel claims the brand will have channel that is clear, measurable, and has a direct relationship with consumers. It is hoped that this can be used to voice the goodness of the brand by using ambassador advocate.

If the ambassador has been able to carry out his duties for 3 months with several brand, he will get a "promotion" and is eligible to join the Youth Conference Advocate. In this activity ambassador will gain knowledge about the right way to build a business, digital marketing, and other knowledge directly from the experts.

"This is where corporations can be directly involved to provide opportunities for ambassador from Advocates gain knowledge about brands, even recruit interns from aambassador The advocate," said Daniel.

To increase the number of points, ambassador it can also enjoy Gamification in the form of tasks that must be followed by a Pokemon Go-style game approach.

O2O Skema Scheme

With a business model that is fairly simple but claimed to be able to provide accurate measurement results, Advokat is expected to be a benchmark for the implementation of O2O schemes for the advertising sector in Indonesia. Currently, according to Daniel, there is no startup or adtech platform that implements this method.

"After meeting with investors and adtech players in Indonesia, I haven't seen anyone implementing this method. This business model is a new path in itself that is expected to open up offline opportunities in the adtech world, according to standardization, impressions and how much is generated for taxes. advertising," said Daniel.