When it comes to educating parents about the importance of children’s digestive health, nothing works better than combining entertainment and education.
This was the driving concept behind Bebelac’s “Tummyversity”, Indonesia’s first and largest edutainment event, created to help parents discover how optimizing their children’s digestive health can boost their intelligence.
As Bebelac’s trusted partner, INTERFACE was given the challenge to bring this massive campaign to life across five major cities: Jakarta, Medan, Balikpapan, Makassar, and Surabaya.
Our role involved everything from ideation and strategic planning to full event management, logistics, and on-site execution.
In this blog, we’ll explore how INTERFACE crafted an engaging and educational event experience, collaborated with internal business units, and ultimately helped Bebelac achieve impressive results, such as reaching over 25,000 contacts with more than 25% conversion rate.
Understanding Tummyversity: A First-of-its-Kind Edutainment Event for Parents & Kids
Tummyversity is not just another promotional event—it’s a groundbreaking initiative that positions Bebelac as the No.1 Expert in Digestion while providing real value to parents and children.
With the tagline “Temukan Rahasia Kecerdasan si Kecil Lewat Pencernaannya”, the event’s goal was to educate parents on how a child’s digestive health is linked to their overall intelligence.
The campaign aimed to:
Drive Bebelac’s Brand Image as the Expert in Digestion By highlighting the connection between digestion and cognitive development, Tummyversity reinforced Bebelac’s expertise in supporting children’s health and intelligence.
Attract New Users Through Interactive Activities Interactive games, educational experiences, and special offers were designed to attract non-users and convert them into new Bebelac customers.
Engage Loyal Customers Tummyversity also aimed to appreciate and engage Bebelac’s existing customers by providing exclusive access to a VIP Lounge and on-event gimmicks, strengthening brand loyalty.
Execution Strategy: How INTERFACE Delivered an Engaging Multi-City Event Management
Executing an event of this scale requires meticulous planning and coordination. As the main event partner, INTERFACE managed the campaign across multiple touchpoints, ensuring that each aspect was flawlessly executed.
To deliver an outstanding experience, INTERFACE collaborated with various business units within F4ELEMENTS to leverage their specialized expertise:
Giza: Managed construction and built the immersive set-ups and structures that shaped the event’s look and feel.
Printworks: Handled all printing needs, including banners, booth visuals, educational displays, and all branded materials required for the event.
Sunrise Digital Marketing: Supported with digital content production for event documentation, ensuring that each event was captured and shared with a wider audience.
Sunrise also managed post-event amplification and created promotional materials to invite attendees to the next city, effectively extending the reach and impact of Tummyversity.
Full Production & Logistics Management: A Seamless Collaboration for Success
INTERFACE was responsible for the overall production, including venue selection, stage setup, display designs, and educational game installations.
Handling logistics and managing on-ground teams across five cities was no small feat, but careful planning ensured smooth operations.
The collaboration with Giza, Printworks, and Sunrise Digital Marketing allowed INTERFACE to seamlessly integrate construction, printing, and digital content production, ensuring a cohesive and impactful event experience for Bebelac and its attendees.
Key Highlights: Activities That Made Tummyversity a Standout Event
The campaign was built around interactive learning and play, ensuring that families had an engaging experience that combined education and entertainment.
Key highlights of Tummyversity included:
Discover Your Little One’s Intelligence Through Their Digestion Parents were invited to learn and play with Bebelac to understand how optimizing their child’s digestive health can support their cognitive development.
Through a series of engaging booths and educational games, parents learned how the right nutrition can support both physical and mental growth.
Interactive Activities for Parents and Kids Each event featured fun games, hands-on learning sessions, and live demonstrations that educated families on the benefits of a healthy digestive system.
These activities created an immersive experience that reinforced Bebelac’s brand message.
VIP Lounge & Exclusive Gimmicks for Loyal Customers Bebelac rewarded their loyal customers by offering exclusive access to a VIP Lounge and on-event gimmicks, enhancing the overall event experience and fostering brand loyalty.
Overcoming Challenges: Solutions That Drove Results in Event Management
Every large-scale event comes with its own set of challenges. Here’s how INTERFACE addressed the unique obstacles of the Tummyversity campaign:
Driving Sales Conversion through Effective Gimmick Selling One of the main challenges was ensuring high sales conversions during the event. By offering a Big Package with more premium gimmicks, we successfully drove higher sales. Additionally, free giveaways like kids’ puzzles were strategically used to drive conversion for Bebeclub recruitment, giving moms more reasons to join the Bebeclub community.
Optimizing Venue Selection for Maximum Traffic Venue selection was critical to the campaign’s success. By choosing high-traffic malls with larger chains, we maximized visitor exposure, ensuring that the event attracted both Bebelac loyalists and new users.
Results & Impact: Creating Value for Both Bebelac and Parents
The Tummyversity campaign delivered remarkable results for Bebelac, establishing the brand as a thought leader in children’s digestive health while driving meaningful engagement and sales:
Engaged Both Loyalists and New Users: The campaign succeeded in reaching a balanced audience, with 42% non-Bebelac users and 58% loyal Bebelac customers attending the event.
High Engagement & Sales Achievements:
Effective Contact Achievement: 106.6% of the target (over 25,000 contacts)
Purchaser Achievement: 78.9%
Total Sales Achievement: 99.6%
These results underscored the campaign’s effectiveness in not only driving sales but also building a strong, engaged community around Bebelac’s brand.
Why Choose INTERFACE for Your Next Event?
INTERFACE’s expertise in delivering large-scale, high-impact campaigns like Tummyversity showcases our ability to create memorable experiences that drive real results. Here’s why brands trust us:
Comprehensive Event Management From creative ideation to on-ground execution, INTERFACE manages every detail to ensure a flawless event experience.
Collaboration with Expert Business Units Our synergy with Giza, Printworks, and Sunrise allows us to offer a full suite of solutions—from construction and printing to digital amplification—ensuring a cohesive and impactful event experience.
Proven Success Across Multi-City Activations Our experience in handling complex, multi-city activations ensures that your brand’s message is delivered consistently and effectively, no matter the scale.
Looking to create a standout event that engages your target audience and drives real business outcomes? Contact INTERFACE today to learn more about how we can bring your brand’s vision to life through expertly crafted campaigns and memorable event experiences.