Devina Dhea Pabundu - Arta Laksana

Chapter 1 of 10

Arta Laksana

Urban Village 2022 · Project Manager

Project managementOct 2022 – Jan 2023Desa Laksana, Ibun, Bandung

Main event poster and the Amreta cabaret poster — Main event poster and the Amreta cabaret

1,259

Audience reached

SMA students and webinar participants reached

Per Arta Laksana final report

4 monthsintegrated campaign, Oct 2022–Jan 2023

93%rated the webinar relevant (n=15)

7 SMABandung high schools

Brand idea: brand a West Java village through one cause: water.

The Brief

Desa Laksana (Ibun, Bandung) had strong water tourism but little promotion. We branded it “Arta”: Arungi Tirta Anyar.

My Role: Project Manager

Owned the plan and timeline, and coordinated the teams behind the roadshow, webinar, competition and main event.

Strategic Value

Turned a destination brief into a social cause, #EveryDropMatters, that schools, communities and experts joined.

Key skills: Project Management · Event Management · Brand Management · Stakeholder Engagement · Public Relations

Chapter 2 of 10

High Potential, Low Awareness

Arta Laksana · Desa Laksana, Ibun, Kabupaten Bandung

Brand diagnosis1,700 m above sea level

1Market Context

Desa Laksana, Ibun, Kabupaten Bandung, 1,700 m above sea level.
Hero product: Wisata Si Anyar, with a hot-spring pool, fish lake, horse track and the “Dewa Serayu” ship lodge.
Local products: Wanoja coffee and borondong.

2Brand Challenge

Introduction stage of the product life cycle: low awareness outside the region.
Minimal promotion left no clear brand image in the market.
Scenery alone is not a differentiator; every highland destination sells a view.

3Brand Strategy

Communication objective: cognitive, driving awareness and knowledge.
Positioning on product characteristics: variety (rational value) and peace of mind (emotional value).
One brand, “Arta”, built on one platform: water.

Brand Platform: Water

Most of Tirta Anyar’s attractions are water-based, and its water is well managed. Building the brand on water turned a tourism pitch into a cause-driven campaign: schools, experts and communities had a reason to engage, and the village gained credible positioning as a model of water management.

Desa Laksana and Wisata Si Anyar — Desa Laksana, Ibun

Key skills: Brand Management · Market Research · Marketing Strategy · Strategic Communications · Communications Planning

Chapter 3 of 10

One Cause, Eight Touchpoints

Arta Laksana · Urban Village 2022 · Telkom University

Integrated campaign#EveryDropMattersOnline & offline

15–22core age segment

5stakeholder groups

8online & offline programs

Roadshow, webinar, poster contest, parade, performance and booth

Each Program Serves a Campaign Goal

Program · partner / channel → objective

Twibbon #EveryDropMattersInstagram, 15–22

Awareness

Webinar Every Drop MattersITB, Pandawara, Tirtawening

Education

Poster Design CompetitionStudents, Tel-U DKV

Engagement

School Roadshow7 SMA in Bandung

Reach

Amreta Cabaret & BoothMain event, D-Day

Experience

Audience Insight

Students aged 15–22 respond to experiences, not lectures, so every water message came with something to join: a twibbon, a contest, a game.

Stakeholder Strategy

Mapped five stakeholder groups (academia, business, community, government and media) and gave each a clear role.

Strategic Value

One cause tied every touchpoint together, so each school visit, post and performance also built the Arta Laksana brand.

Key skills: Communications Planning · Stakeholder Engagement · Social Media Marketing · Event Management · Content Creation

Chapter 4 of 10

Village Video and Jingle

Arta Laksana · Shot at Wisata Si Anyar

Content productionVillage overview & jingleWisata Si Anyar

Behind the scenes and stills from the village video and jingle — Behind the scenes (top) and stills from the final video and jingle (bottom)

Process

1

Survey

Location survey and discussions with the village to choose the story and spots.

2

Pre-pro

Storyboard, script and shot list built around the variety of Tirta Anyar.

3

Shoot

Filmed the lake, pine forest, suspension bridge and plantations on location.

4

Post

Edited video and audio, then published on Instagram, TikTok, Facebook and YouTube.

Brand Image: Overview Video

Tourism cannot be tried before it is bought. Real footage turns “beautiful” into proof and builds the associations: water, nature, calm.

Brand Recall: Jingle

Sonic branding makes a new name stick: easy to say, easy to hum, linked to water through “Arungi Tirta Anyar”, and reusable as a TikTok sound.

Content Leverage

One production, many uses: the same footage powered the school roadshow presentations and every social channel.

Key skills: Video Production · Content Creation · Brand Management · Social Media · Project Management

Chapter 5 of 10

School Roadshow: Reaching Gen Z

Arta Laksana · School Roadshow 2022

School roadshow7 Bandung high schools2022

1Insight

In the introduction stage, reach comes before persuasion: schools deliver a concentrated Gen Z audience in one touchpoint.
Edutainment on water conservation earns school access that a tourism ad would not.
Students drive word of mouth to their families, the decision-makers for weekend trips.

2Execution

Roadshow to 7 Bandung high schools: SMAN 1, 5, 8, 12 and 14, SMA Pasundan 1 and 7.
Interactive presentations powered by the Village Overview video to build visit intent.
Every visit repurposed as content for @arta__laksana.

3Impact

1,259 students and webinar participants reached with the Desa Laksana and Tirta Anyar story.
Water-conservation habits modeled on Tirta Anyar shared at every school visited.
Student nature clubs such as Gaspala engaged as community partners.

Strategic Takeaway

Schools delivered concentrated reach, a credible reason to engage and word of mouth to family decision-makers. The cause opened the door; the Village Overview built intent to visit.

Arta Laksana roadshow to seven Bandung high schools — Roadshow to SMAN 1, 5, 8, 12, 14 and SMA Pasundan 1 and 7

Key skills: Public Speaking · Stakeholder Engagement · Event Management · Public Relations · Content Creation

Chapter 6 of 10

Arta Archery & Waterland

Arta Laksana · Main event · 7 January 2023

Brand activationBooth, performance, games7 January 2023

1Insight

Every class ran a booth, so share of attention was the real competition.
Gen Z engages through participation, not passive reading; the message had to be experienced.
A queue creates social proof and draws more footfall.

2Activation

Arta Archery: a dart board with three targets, Water, Fire and Air.
Only a hit on Water wins, so the game mechanic itself delivers the campaign message.
Two throws per player keeps traffic flowing.

3Brand Experience

Winners redeem prizes at “Arta Karun”, a treasure-chest reward station.
A water-themed lounge extends dwell time with the brand.
Multisensory booth design, branded as “Arta Waterland”.

Strategic Takeaway

Gamification turned the key message into a participation moment: you cannot win without choosing water. The reward closed the loop, and the Waterland environment tied the experience back to Tirta Anyar, building both recall and brand association.

Arta Waterland booth and the main event poster — Arta Waterland booth, Amreta and Arta Archery

Key skills: Event Management · Event Planning · Brand Management · Marketing Strategy · Content Creation

Chapter 7 of 10

Expert Proof, Emotional Story

Arta Laksana · Webinar & Amreta cabaret

Webinar & performanceEvery Drop Matters3 Dec 2022 & 7 Jan 2023

1Webinar

“Every Drop Matters: How to Manage Water for Better Life”, 3 Dec 2022; moderated by Devina.
Expert panel from ITB, Pandawara and Perumda Tirtawening: academia, community and government.
Third-party authority builds credibility for the campaign message.

2Amreta Cabaret

A cabaret by 25 ArtaTeam members, staged at the main event.
Retells the legend of Dewi Amreta: a village loses its water and regains it through respect.
Brand storytelling that turns the message into emotional connection.

3Impact

93% of webinar respondents rated the material relevant to the village (4–5 of 5, n=15).
93% rated it useful for the public; 87% rated the timing right.
Amreta launch post: 96 likes and 23 comments.

Webinar feedback

n = 15, rated 4–5 of 5

93%

Relevant to the village

93%

Useful for the public

87%

Timing was right

Strategic Takeaway

The webinar delivered rational proof through expert credibility; the cabaret delivered emotional connection through storytelling. Together they reinforced both pillars of the positioning: rational and emotional value.

Every Drop Matters webinar poster and the Amreta cabaret — Webinar poster and Amreta cabaret

Key skills: Public Speaking · Stakeholder Engagement · Event Management · Strategic Communications · Public Relations

Chapter 8 of 10

Earned Media Coverage

Arta Laksana · Media coverage 2022–2023

Media relationsTribun Jabar & Pikiran RakyatOct 2022 – Jan 2023

1Pre-launch

Read: Tribun Jabar, 25 Oct 2022

Names Devina as Project Manager and quotes her on why the team chose Desa Laksana and water.
Previews the plan: content, webinar, school roadshow and poster competition.

2Campaign

Read: Pikiran Rakyat

Covers the Road to Urban Village activities under #EveryDropMatters.
Placed through the team’s press release, as planned in the media strategy.

3Main Event

Tribun Jabar, 7 Jan 2023

Covers the booth: fountain, campaign banners, games and a prize treasure hunt.
Quotes the PR division on why water matters to the village.
Headline: “Kelompok Arta Laksana Berhasil Kampanyekan Penggunaan Air pada Urban Village 2022 Universitas Telkom”.

Strategic Takeaway

Earned media is third-party validation: editors chose to cover the campaign, from the plan in October 2022 to the main event in January 2023. It gave Desa Laksana credible mentions it could not buy, and independently confirms the Project Manager role.

Tribun Jabar and Pikiran Rakyat coverage of Arta Laksana — Tribun Jabar and Pikiran Rakyat coverage

Key skills: Media Relations · Press Releases · Public Relations · Reputation Management · Strategic Communications

Chapter 9 of 10

What the Campaign Delivered

Arta Laksana · Urban Village 2022 · Telkom University

Results & evaluationUrban Village 2022Oct 2022 – Jan 2023

1,259audience reached

93%rated webinar relevant

4social platforms

Top 3 winners of the Every Drop Matters digital poster competition — Top 3 winners, Digital Poster Competition “Every Drop Matters”

Output and Result by Activity

Activity	Output	Result
School Roadshow	7 SMA in Bandung	Awareness
Webinar	3 expert speakers	93% relevant
Overview & Jingle	4 platforms	Reusable asset
Poster Competition	Top 3, Rp1M prizes	44–58 likes
Amreta & Booth	Main event, 7 Jan	96 likes

What Worked

Issue-led branding: water gave schools, experts and media a reason to engage, with coverage in Tribun Jabar and Pikiran Rakyat.

What I’d Do Next

Track visits to Tirta Anyar and set awareness KPIs per channel, so reach ties directly to tourism outcomes.

Strategic Value

The village gained a brand, a story and reusable content to carry the branding forward.

Key skills: Data Analysis · Project Management · Strategic Communications · Brand Management · Event Management

Chapter 10 of 10

From Feed to Field

Arta Laksana · Urban Village 2022 · Telkom University

Content & activation#EveryDropMattersOnline to offline

Social Content

Instagram Stories turned water conservation into daily habits: drink more water, collect rainwater, reuse greywater.

Brand Character

TITA, a water-drop mascot, gave the cause a friendly face that visitors could greet and photograph at the booth.

Strategic Takeaway

Online tips set up the message; on D-Day, the booth, mascot and games let visitors experience it in person.

Key skills: Content Creation · Social Media · Brand Management · Event Management · Communications Planning

Arta Laksana: Urban Village 2022

1,259

4 months

93%

7 SMA

Arta Laksana, chapter by chapter

Arta Laksana

Audience reached

The Brief

My Role: Project Manager

Strategic Value

High Potential, Low Awareness

1Market Context

2Brand Challenge

3Brand Strategy

Brand Platform: Water

One Cause, Eight Touchpoints

Each Program Serves a Campaign Goal

Audience Insight

Stakeholder Strategy

Strategic Value

Village Video and Jingle

Process

Survey

Pre-pro

Shoot

Post

Brand Image: Overview Video

Brand Recall: Jingle

Content Leverage

School Roadshow: Reaching Gen Z

1Insight

2Execution

3Impact

Strategic Takeaway

Arta Archery & Waterland

1Insight

2Activation

3Brand Experience

Strategic Takeaway

Expert Proof, Emotional Story

1Webinar

2Amreta Cabaret

3Impact

Webinar feedback

Strategic Takeaway

Earned Media Coverage

1Pre-launch

2Campaign

3Main Event

Strategic Takeaway

What the Campaign Delivered

Output and Result by Activity

What Worked

What I’d Do Next

Strategic Value

From Feed to Field

Social Content

Brand Character

Strategic Takeaway

Project Gallery & Links