OVO: Harga Jongkok

Challenge

Too many promotions, too little attention. How do we make ours the one worth stopping for?

Consumers today actively compare platforms to find the best price for everyday needs like electricity tokens and mobile data. This value-driven mindset has made the category highly competitive, with many platforms offering similar discounts and cashback. However, with so many promotions competing for attention, consumers often lose interest when mechanics feel complicated or difficult to follow.

Challenge

We hijacked a familiar word, “Jongkok”, gave it a playful twist, and made people actually do it.

Indonesians are familiar with the term “Harga Miring” to describe discounts. OVO reframed this idea into “Harga Jongkok,” where “jongkok” is a playful word often used by younger audiences to describe an economical situation. To bring the idea closer to the audience, we tapped into the viral crowd at CFD Depok, a lively weekend hotspot filled with street entertainment and spontaneous interactions.

Execution

At CFD Depok, unexpected performers and absurd activities made it impossible for anyone to just walk by.

At CFD Depok, we turned the idea of “Harga Jongkok” into a playful street spectacle. Inspired by the quirky and spontaneous moments often seen at CFD, we created unusual activities such as yoga sessions in the middle of the street with squatting poses. Local anomalies like “Spiderman” roleplayers and “Tung Tung Tung Sahur” performers joined the act, instantly drawing attention from the crowd.

Creators took offline excitement and turned it into a full social conversation.

To extend the momentum online, we collaborated with witty creators such as Berfaqih Ria and Fitri Ayu, supported by micro-creators and buzzers. Their humorous and relatable content translated quirky offline activation into social media conversations, amplifying reach and engagement across digital platforms.

Impact

From a quirky activation in Depok, OVO’s promotion became the name on everyone’s mind.

The campaign successfully achieved its primary objective of driving awareness and top-of-mind recall for OVO’s promotion by turning a simple local activation into a nationwide conversation. Through a mix of quirky offline engagement and relatable digital amplification, OVO became part of everyday talkability among young urban audiences who experienced or shared the CFD Depok moments online. It demonstrated how insight-driven creativity can transform a small stunt into a viral awareness driver.