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How Global Brands Are Localizing OOH Campaigns for the Indonesian Market

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Wednesday, 14 May 2025 — 49 views — by superadmin

When global brands enter the Indonesian market, the success of their advertising efforts often depends on how well they localize their marketing approach. One of the most effective channels for reaching local audiences is Out-of-Home (OOH) advertising, which includes billboards, public transportation ads, digital signage, and mobile media.

Amid Indonesia’s cultural, linguistic, and consumer diversity, international brands must go beyond simply translating global messages. They need to understand the local context and deliver messages that are culturally, visually, and emotionally relevant.

1. Understanding Local Consumer Characteristics

Indonesia is far from a homogenous market. Consumers in Jakarta differ greatly from those in Surabaya, Bandung, or Medan. Differences in lifestyle, daily routines, and even regional languages influence how advertising messages are received.

Global brands like McDonald's and Unilever have successfully executed OOH campaigns tailored to local preferences whether through the strategic placement of billboards, the language used, or visuals that resonate with everyday life in Indonesia.

2. Language and Visual Adaptation

Using natural-sounding Indonesian rather than literal translations is essential. Brands that adopt a conversational and familiar tone can more easily build emotional connections with audiences.

For instance, several tech brands choose to use local slang or casual expressions on their billboards to target younger audiences. Visual elements should also align with culturally significant symbols or colors, such as red, which is associated with luck and energy in Indonesia.

3. Choosing the Right Locations and Media Formats

In large cities like Jakarta and Surabaya, heavy traffic and widespread public transportation use present unique opportunities for OOH. Global brands are now more strategic in choosing placements that intersect with people’s daily movement patterns, such as near shopping centers, business districts, or transit hubs.

More dynamic OOH media formats like scooter billboards or LED mobile screens are also gaining popularity for reaching crowded areas and public events. These formats offer both flexibility and high visibility for campaigns looking to stand out.

4. Collaborating with Local Partners

Many global brands succeed by working with local partners who deeply understand the media landscape and audience behavior. Local agencies not only offer access to prime media locations but also provide insights on visual content, campaign timing, and specific demographic preferences.

Interested in reaching Indonesian audiences effectively? Contact us and strengthen your OOH advertising campaign in Indonesia..

5. Case Study: Netflix Indonesia

A strong example of localized OOH success is Netflix. When launching original local series, Netflix used billboards designed with Indonesian aesthetics, casual language, and local humor. These campaigns quickly went viral on social media due to their authentic and culturally in-tune execution, especially in urban areas.

Conclusion

Localizing OOH campaigns in Indonesia is not just about translating global messages it's about building real connections with local audiences through cultural awareness, lifestyle understanding, and behavioral insights. For global brands to succeed, a flexible, collaborative, and context-sensitive approach is essential. With the right strategy, OOH advertising can serve as a powerful bridge between international brands and Indonesian consumers not only enhancing visibility but also creating authentic and impactful engagement.

How Global Brands Are Localizing OOH Campaigns for the Indonesian Market

by Milanello

  • Wednesday, 14 May 2025

QUIZ: What type of OOH advertising is best for your product?

Choose the answer that best aligns with your goal. Results will be displayed after you answer all the questions and submit the form.

  • 1. What is the primary goal of your advertising campaign?

  • 2. What is your target audience's daily routine like?

  • 3. What is your budget for this campaign?

  • 4. How long do you plan to run your billboard ad?

  • 5. What kind of message do you want to convey?

  • 6. What is your target audience's primary demographic?

  • 7. How important is creativity and uniqueness in your billboard design?

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Lestari Ads Agency - PT Lestari Dev Solusindo

Lestari Ads is a leading out-of-home media company with the largest network in Indonesia. We believe the world is a canvas. Every advertisement is an opportunity to inspire, engage, and transform public spaces. We continuously push boundaries in Out-Of-Home (OOH) advertising, changing the way brands interact with audiences beyond the digital screen, bringing stories to life where people live, move, and connect.

The most trusted OOH advertising agency in Indonesia

Experience the top of visibility with Indonesia's leading out-of-home (OOH) advertising agency. We specialize in turning the urban landscape into a dynamic canvas for your brand, crafting compelling narratives that capture the imagination of millions. Our mastery over strategic placements and innovative formats ensures your message not only reaches, but resonates with a diverse and expansive audience. With a proven track record of delivering high-impact campaigns across Indonesia's bustling cities and beyond, we redefine what's possible in OOH advertising.

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