Launching a new product and driving engagement in a highly competitive market requires more than just a traditional approach—it calls for a strategic blend of community engagement, interactive activities, and memorable experiences that leave a lasting impression.
This was the goal behind XL Axiata’s “We Are More” Roadshow, designed to introduce the Star Series product while connecting with customers across eight major cities in Indonesia. The campaign, executed by INTERFACE, successfully attracted over 130,000+ visitors, surpassing the target by 16%.
This blog explores how INTERFACE brought XL’s vision to life through a dynamic roadshow that included community activities, KOL (Key Opinion Leader) engagements, and high-energy entertainment that resonated with families and local communities.
Campaign Overview: Bringing the “We Are More” Brand Activation Roadshow to Life
The “We Are More” Roadshow was more than just a product launch; it was an opportunity to showcase XL’s commitment to connecting people and bringing communities together.
The campaign aimed to build excitement around the new Star Series product, create meaningful engagement, and position XL as the preferred choice for families and local communities.
Key Campaign Details:
Objective: Launch the Star Series product and drive engagement through immersive activities.
Target Audience: Families, communities, and local influencers.
Locations Covered: Bekasi, Medan, Palembang, Surabaya, Semarang, Makassar, Bandung, Malang.
Event Format: Each event was designed to maximise participation with elements like community competitions, KOL activities, bazaars, and entertainment.
Campaign Duration: Spanning multiple weekends to cover all target cities and maintain momentum.
Strategy & Execution: How INTERFACE Created an Engaging Multi-City Experience
Executing a multi-city roadshow requires meticulous planning and a strong understanding of local dynamics. INTERFACE’s strategy was built around three main pillars: Strategic Location Selection, Community Engagement, and Creative Programming.
Each element was crafted to ensure that the campaign connected with local audiences and drove high foot traffic at every stop.
1. Strategic Location Selection
Choosing the right venue was crucial for the success of the roadshow. INTERFACE prioritized shopping centers and public spaces with high foot traffic and strong visibility. Each venue was carefully selected to attract both existing XL customers and potential new users. By positioning the roadshow in well-known locations, we ensured that the event was accessible, visible, and attractive to families and local communities.
2. Community Engagement through Activities and Competitions
To create a meaningful connection with local communities, the roadshow featured various interactive activities that encouraged participation:
Cosplay and Community Competitions: Participants dressed as their favourite characters and competed for prizes, drawing in large crowds and creating a buzz at each event.
Product Seeding and Sampling: The roadshow provided attendees the opportunity to experience the Star Series product firsthand, which not only built product familiarity but also drove immediate engagement and interest.
KOL Appearances: Local influencers and KOLs were invited to engage with attendees, share their experiences, and amplify the campaign’s reach through social media.
3. High-Energy Entertainment and Guest Star Performances
To further attract visitors and keep them engaged, each stop on the roadshow included live performances, guest stars, and interactive entertainment. These high-energy activities not only entertained the audience but also created a lively atmosphere that reflected XL’s dynamic and community-focused brand personality.
Overcoming Challenges: Attracting High Traffic and Engagement Across Cities
Launching a roadshow in multiple cities presents unique challenges, from attracting foot traffic to maintaining a high level of engagement in diverse regions. Here’s how INTERFACE tackled these challenges:
Challenge 1: Driving Foot Traffic to Each Event Location
The primary challenge was how to attract and sustain high visitor numbers across all eight cities. INTERFACE addressed this by choosing venues with high visibility and accessibility, such as well-known shopping centers that naturally attract a steady flow of visitors.
Solution: By selecting strategic locations, creating eye-catching booth designs, and distributing promotional materials across digital and offline channels, INTERFACE was able to generate buzz and draw high foot traffic to each event.
Challenge 2: Engaging Diverse Audiences in Different Cities
Each city has its own unique audience dynamics, making it essential to customize the approach based on local preferences. INTERFACE ensured that the programming, competitions, and community activities were tailored to resonate with local tastes, making each event feel relevant and impactful.
Solution: The roadshow was designed with flexibility in mind, allowing for adjustments to activities and entertainment based on each city’s specific audience preferences.
Results & Impact: Surpassing Engagement Targets with a Multi-City Activation
The “We Are More” Roadshow delivered exceptional results, achieving high levels of participation and engagement across all target cities. Here’s a snapshot of the campaign’s success:
Total Traffic Across 8 Cities: 139,899 visitors, a 16% increase over the initial target.
High Participation in Activities and Competitions: Community competitions and cosplay events drew large crowds, with enthusiastic participation from families, students, and local communities.
Amplified Reach Through KOL Collaborations: KOLs helped extend the roadshow’s visibility, generating buzz on social media and attracting more visitors to each event.
Why This Campaign Stands Out
The success of the “We Are More” Roadshow is a testament to the power of strategic event management and community-focused engagement. Here’s what made this campaign unique:
Strategic Location Selection to Maximize Visibility By choosing high-traffic venues in each city, INTERFACE ensured that the roadshow was positioned in locations where it could attract the highest number of visitors and generate maximum impact.
Tailored Programming to Engage Local Communities Each city had its own set of activities, competitions, and guest appearances, making the roadshow feel locally relevant and engaging for attendees.
Collaborative Approach with KOLs and Communities The integration of KOL appearances and community engagement activities created a strong sense of connection, amplifying the campaign’s reach and impact in every city.
How INTERFACE Can Help You Create High-Impact Events
At INTERFACE, we specialise in designing and executing multi-city roadshows and experiential campaigns that connect brands with local communities in meaningful ways.
Our team understands the unique challenges of managing large-scale activations and has the expertise to deliver memorable experiences that drive real results.
Ready to elevate your next campaign with a high-impact roadshow or community activation? Contact INTERFACE today to discuss how we can bring your brand to life through strategic event management and engaging brand activations.