Pertamina Virtual Eco Run
It began with a simple call from our client: to create an annual event that bridged sport, awareness, and direct action into something with lasting impact. The vision was to design an experience not just about running for health, but about running with purpose, transforming public enthusiasm for fitness into a movement for environmental consciousness. The challenge was to make it festive and interactive, yet deeply meaningful and measurable, especially as the world emerged from pandemic restrictions and people sought richer, more connected community experiences.
The event wasn't just meant to be a platform for exercise; it was a tool to spark change. Our client sought to raise awareness about sustainability, demonstrate their environmental and social responsibility commitment in action, and encourage participants to reduce individual carbon footprints. From branded jerseys to tree planting stations, every touchpoint was designed to make ecological action tangible. This was about showing that environmental responsibility doesn't have to be abstract. It can start with a single morning run. On the other hand, the event also aimed to reposition our client's company not just as an energy provider, but as a lifestyle brand championing a more sustainable future.
About 3,000 people participated from their respective cities across Indonesia. In Jakarta, the home base, on-site runners wore vibrant green-and-white jerseys and received medals engraved with eco-action messages, while an enthusiastic DJ and lively hosts kept spirits high both on stage and via live streams. The climax came after the run, when dozens joined a live tree-planting ceremony, shoveling, watering, and tagging saplings as a gesture of renewal. Meanwhile, virtual runners logged their miles through our self-developed application, showing that distance was no barrier to purpose.
We mobilized a community in motion, both online and on the ground. The physical turnout was matched by strong digital buzz, with hundreds sharing their experiences through the campaign's social media activities. Dozens of trees were planted on-site, creating not only environmental value but also emotional resonance among participants. More than just an event, it became a narrative that people wanted to be part of, and people always want to feel part of something, especially in today's experience-driven marketing climate. With this event, our client showed what happens when a brand dares to go beyond the expected. They did not just sponsor a run. They planted a message. And with every runner who crossed the finish line, that message grew louder. A better world starts with small steps, and they are steps we take together.
