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:

1. A press conference to introduce the truck, engaging 30 journalists.
2. 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