Jakarta Fair, or Pekan Raya Jakarta (PRJ), is one of Indonesia’s biggest annual events, drawing in thousands of visitors looking for shopping, entertainment, and unique experiences.
With brands vying for attention at every corner, it’s essential to create a memorable activation that stands out. In 2024, Coca Cola Indonesia took the spotlight at PRJ with a bold and vibrant booth themed “Chillaxing”—a fusion of “chilling” and “relaxing,” designed to reflect the refreshing appeal of Coca Cola and Sprite. To bring this vision to life, Coca Cola partnered with INTERFACE, a trusted event management and BTL agency, to conceptualise and execute an engaging brand experience that combined fun, interaction, and a simple purchasing mechanism.
The campaign aimed to drive engagement, attract high foot traffic, and boost sales at Jakarta Fair 2024. In this blog, we’ll explore how INTERFACE successfully executed the “Chillaxing” booth, overcame key challenges, and delivered impressive results by transforming a simple event space into a vibrant, refreshing brand experience.
Campaign Overview: Creating the “Chillaxing” Coca Cola Experience at Jakarta Fair
The “Chillaxing” campaign was designed to embody Coca Cola’s brand promise of providing a refreshing, enjoyable experience for all. With a primary focus on engagement and selling, the campaign aimed to create a space that would not only attract attention but also convert foot traffic into meaningful brand interactions and sales.
Key Campaign Details:
Objective: Drive engagement, increase brand visibility, and boost sales through a compelling booth activation.
Target Audience: Millennials, families, and all visitors at Jakarta Fair.
Location: Jakarta Fair at JiExpo Kemayoran, Indonesia.
Campaign Duration: Aligned with the full duration of Jakarta Fair to maximise exposure and engagement.
Strategy & Execution: Bringing “Chillaxing” to Life at Jakarta Fair 2024
With hundreds of booths and numerous activities vying for attention at Jakarta Fair, INTERFACE’s strategy focused on three core pillars: Creating a Strong Brand Message, Designing an Attractive Experience, and Simplifying the Purchase Process.
Here’s how each element contributed to the campaign’s success:
1. Crafting a Strong Brand Message: “Chillaxing” with Coca Cola and Sprite
To stand out in the bustling atmosphere of Jakarta Fair, Coca Cola needed a strong, cohesive theme that resonated with its audience.
The concept of “Chillaxing” was developed to communicate the brand’s refreshing nature, inviting visitors to take a break, enjoy a cold Coca Cola or Sprite, and have fun. This theme was reflected in every aspect of the booth, from the interactive elements to the visual designs and communication materials.
2. Designing an Engaging and Attractive Booth Experience
The Coca Cola “Chillaxing” Booth was designed to be more than just a place to buy drinks—it was an experience.
The booth featured several interactive elements and entertainment options that made it a must-visit spot at Jakarta Fair:
Interactive Karaoke Booth: Visitors could sing along to their favorite tunes and even compete for prizes, creating a lively and engaging atmosphere that drew people in.
Product Sampling & Gimmick Selling Packages: The booth offered product sampling and unique selling packages where visitors could purchase bundled deals at special prices. This made it easy for customers to try Coca Cola products while benefiting from attractive offers.
National Artist Performances: The inclusion of live performances by national artists further enhanced the atmosphere, making the booth a vibrant hub of activity and entertainment.
3. Simplifying the Purchase Mechanism
One of the main goals of the activation was to increase sales. To achieve this, INTERFACE designed a straightforward purchasing mechanism that allowed visitors to easily engage with the vending machine gimmick and buy products on the spot. The vending machine, filled with mystery box prizes, added an element of excitement and encouraged visitors to make purchases in order to win exclusive Coca Cola merchandise.
Overcoming Challenges: Standing Out and Driving Engagement
Launching a successful activation at a high-profile event like Jakarta Fair comes with its own set of challenges. Here’s how INTERFACE addressed the unique obstacles of the “Chillaxing” campaign:
Challenge 1: Shouting Louder in the Busy Jakarta Fair Environment
With multiple brands competing for attention, the challenge was to make Coca Cola’s booth the star attraction. INTERFACE solved this by creating a visually stunning booth that reflected Coca Cola’s refreshing and playful image. The “Chillaxing” theme was visually integrated throughout the space, making it instantly recognizable and inviting.
Challenge 2: Attracting More Foot Traffic to an Open Space Booth
To drive high foot traffic, INTERFACE utilized a multi-channel approach, including distributing flyers, collaborating with Key Opinion Leaders (KOLs), and leveraging social media to spread the word. These efforts helped generate buzz around the booth and attract visitors to come and experience the “Chillaxing” vibe for themselves.
Challenge 3: Driving Sales with a Simple Mechanism
Converting traffic into sales was crucial. To make this process smooth, INTERFACE developed an easy-to-understand purchase mechanism. Visitors who made a purchase could immediately engage with the vending machine, adding an element of fun and reward to the buying experience.
Results & Impact: Exceeding Engagement and Sales Targets
The Coca Cola “Chillaxing” Booth at Jakarta Fair 2024 was a resounding success, delivering strong engagement and sales results:
Total Visitors: The booth attracted 40,000+ visitors, surpassing the initial target by 8%.
Sales Growth: The campaign drove a +5.7% increase in sales compared to the initial target, demonstrating the effectiveness of the karaoke booth and special bundled package.
Engagement Highlights: Hundreds of visitors participated daily in the karaoke booth and won various Coca Cola prizes.
Why This Campaign Stands Out
The success of the Coca Cola “Chillaxing” Booth can be attributed to a combination of creative strategy, interactive elements, and a strong brand message. Here’s what made this campaign unique:
Innovative Booth Design with a Clear Message The “Chillaxing” concept provided a consistent theme that was reflected in every touchpoint, making the booth a cohesive and attractive experience.
Engaging Activities to Boost Interaction The interactive karaoke booth and product sampling combined fun with sales, making it easy for visitors to connect with the brand and try out Coca Cola’s products.
Seamless Integration of Entertainment and Selling By offering a simple purchase mechanism paired with engaging activities, INTERFACE ensured that the booth was not just a point of sale, but a memorable brand experience.
How INTERFACE Can Help Your Brand Create Memorable Campaigns
At INTERFACE, we specialize in designing and executing impactful brand activations that deliver real results.
Whether it’s a large-scale event or an experiential campaign, our team has the expertise to create engaging experiences that captivate audiences and drive business objectives.
Looking to create a standout activation that engages your target audience and boosts sales? Contact INTERFACE today to learn more about how we can bring your brand’s vision to life through innovative campaigns and memorable experiences.