Engaging Shoppers in Retail Stores During COVID: A Case Study of Kapal Api

Category
Case Study
Written by
Fanny Rahmasari
Published on
June 3, 2022

The company behind Indonesia's legendary coffee, Kapal Api, PT Santos Jaya Abadi, aimed to maximize brand activation in-store in order to increase shopper engagement by capitalizing on the Independence Day celebrations by launching the Secangkir Kemerdekaan 2022 campaign in August.

The brief

The company behind Indonesia's legendary coffee, Kapal Api, PT Santos Jaya Abadi, aimed to maximize brand activation in store in order to increase shopper engagement. Furthermore, they intended to capitalize on the Independence Day celebrations by launching the Secangkir Kemerdekaan 2022 campaign in August. The campaign's goals were to raise brand awareness and advocacy while also increasing sales through special offers on Kapal Api and Kapal Api Gula Aren products.

The solution

DemoPower Indonesia provided booths with our Push Girls to offer Kapal Api products to shoppers and hold games such as Pinball or Wheel Of Fortune. Additionally, we also organized the Shopping Race event which was held simultaneously on the Indonesian Independence day,  Wednesday, August 17th at Hypermart & Lottemart stores in Java, Sulawesi and Sumatra. The race participants were given 7-10 minutes to shop for Kapal Api products and other items. The vouchers distributed ensured they had the means to buy their favorite Kapal Api products during their trip. All participants were allowed to take home items from the day's shopping race. Three lucky winners received additional prizes in the form of Samsung Smartphone shopping vouchers. The in-store creative materials were produced by our in-house production team at RedBasket Indonesia.

The result 

The campaign was successfully held on July 30 - August 24, 2022 in 11 Hypermart stores & 5 Lottemart stores in Java, Sulawesi and Sumatra.

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