July 2, 2023

Keeping It Cool with #InstoCoolTruck

Background:

 

Insto Cool sought to create buzz around their new activation, the Insto Cool Truck. To ensure maximum visibility, we included their brand ambassador, celebrated athlete Jonathan Christie. However, aligning the event with his rigorous training schedule posed a significant challenge.

 

Solution:

 

To overcome scheduling conflicts, we divided the activation into two strategic events:

  • A press conference to introduce the truck, engaging 30 journalists.
  • A truck launch at Car-Free Day (CFD), attended by select media representatives and the public.

    • Despite careful planning, unforeseen competing events at CFD led to last-minute cancellations. We swiftly adapted to ensure meaningful participation and media engagement.

     

    Results:

     

    20+ Media attendance

    Media coverage: 51 articles, with 37.3% tier-1 publications

    IDR 5.71 billion Impact value

    15x ROI

    Task

    Create visibility and awareness for Insto Cool new activation

    • Strategy

      Article seeding, Press release dissemination, Press conference management, Stakeholders engagement

    • Client

      Insto Cool

    Jonathan Christie yang sedang berpose kedinginan di dalam Insto Cool Truck yang merupakan PR Activation Insto yang dilakukan oleh Crimson Agency
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