Out-of-home (OOH) advertising in Indonesia has evolved rapidly, especially with the increasing use of event-based strategies. In a country rich with cultural diversity, religious celebrations, and community spirit, major events such as festivals, concerts, sports matches, and national holidays present prime opportunities to engage audiences in meaningful and timely ways.

Why Are Events Key to OOH?

Advertising during major events allows brands to:

1. Gain massive exposure from increased pedestrian and vehicle traffic
2. Tap into audience emotions during positive, energetic moments
3. Boost recall by associating with memorable social experiences

Event-based campaigns often outperform regular ones in engagement, as audiences are already active, excited, and open to new interactions.

Top Event Types in Indonesia

1. Cultural & Religious Festivals

Examples: Eid al-Fitr, Christmas, Lunar New Year, Vesak, Independence Day

Ideal for FMCG, transport, digital services, and e-commerce brands.

2. Concerts & Music Events

Examples: Djakarta Warehouse Project, Synchronize Festival, Java Jazz

Attract urban youth and suit tech, fashion, and lifestyle categories.

3. Major Sporting Events (Football & Badminton)

Examples: Liga 1 Indonesia, AFF Cup, badminton championships

Foster brand loyalty through national pride and community energy.

4. Government & Regional Events

Like Jakarta Fair, regional SME expos, and car-free day programs

Great for brands aiming to localize and build regional visibility.

Quick Case Study

During the 2022 FIFA World Cup, several beverage and snack brands in Indonesia launched OOH campaigns around cafes, train stations, and busy roads. With football-themed taglines, they tapped into the shared spirit of match viewing, creating emotional resonance with consumers.

Planning Tips for Event-Based OOH

• Research local calendars: Understand unique events by city or region
• Book premium media early: Especially for airports, roundabouts, or central stations
• Contextualize your messaging: Align visuals and copy with the spirit of the event
• Pair with digital channels: Encourage sharing or interaction across platforms

Conclusion

Event-based OOH is not just about reach, but relevance and resonance. For brands aiming to build strong connections in Indonesia, this strategy deserves a prime spot in your annual media plan.