Tugu Insurance Activation
It started with a nuanced message. Our client, one of the country's leading insurance companies, had developed a new business product and wanted to connect with a wider, younger audience during a public event through an authentic and participatory booth experience. This took place at one of Indonesia's most anticipated indie music festivals, The 9th Music Gallery, organized by students from Indonesia's top university at Gelora Bung Karno's Plaza Barat. The event attracted thousands of music enthusiasts and featured high-energy performances, such as The Changcuters and RumahSakit. Our task was to design an activation strategy that introduced the client's new mobile application while delivering an immersive, educative experience that resonated with festivalgoers.
The goal was to position the client's app as an essential lifestyle companion for young, tech-savvy consumers. We needed to drive app downloads, encourage hands-on engagement, and create positive brand associations by blending entertainment, interactivity, and education into a single activation space.
We transformed a 4x4 meter booth into a multi-zone experience, featuring a photo booth, a dedicated TDrive area, and a lounge designed for social sharing and relaxation. Interactive games like “Guess the Song,” karaoke challenges, and a “Wheel of Fortune” prize draw kept visitors engaged throughout the day, rewarding participants with exclusive merchandise and portable branded fans. Seamless visual branding across roll-up banners, photobooth walls, and digital displays reinforced the client's presence, while TVCs played on the outdoor stage for maximum exposure. Digital amplification extended to Instagram contests, live stories, and booth teasers, leveraging both the festival's and the client's channels.
The activation successfully drove awareness and app engagement, generating strong booth traffic and high participation in both on-site and online activities. The creative integration of games, social content, and lifestyle branding delivered measurable visibility and positioned the client as an innovative, youth-oriented brand.
