The Ministry of Tourism and Creative Economy (Kemenparekraf) has a yearly program in promoting domestic tourist areas to the Indonesian people.

Together with Kitkat, they collaborate to increase awareness of existing tourist areas through a label design competition.

There are a lot of design competitions, how do we make ours different? With combination of several digital strategies, we are challenged to create the first and the second Breakreasi Design Challenge.

We work closely with the KOLs in interest design, as well as assign them as judges.

We also work with the design community, where the target audience is!

We also have a weekly winning program to encourage participants to keep sending before the deadline!

Making competition names that sound very related to the word recreation/holidays, involving influencers and design communities to spread competition information, and creating small activities within the competition series, so digital-based design enthusiasts are interested in participating not only by the end of the competition but from the early submission period.