As part of Sambal Bakar Indonesia’s Ramadan marketing campaign, I developed and executed a series of Commuter Line train advertisements to increase brand awareness and drive offline traffic.
The key idea was to catch people’s attention during their daily commute, especially at fasting hours, with a playful and bold tone that reflected the brand’s signature humor and confidence. The campaign focused on visual appetite triggers, combined with catchy copywriting, to make the brand top-of-mind right before iftar time.
Hanging Alley
Hanging alley executions were placed strategically across multiple train carriages, maximizing exposure during rush hours.
The main visual used bold food photography and humorous lines like “Maaf ya, gambar soto kita bikin kamu hampir batal” a playful message to create emotional and visual craving while keeping the tone light and relatable for commuters.
Hanging Grip
Each hanging grip design featured the product lineup and short, scroll-stopping copy.
These visuals aimed to keep passengers engaged while standing or holding onto the handles, ensuring constant visibility and brand recall throughout the journey.
The campaign included variations of food visuals (Garang Asem Jumbo, Soto Lamongan, Soto Betawi) and tagline-focused messages that reinforced Sambal Bakar’s main positioning: #SeruputYangPasti.
Impact & Result
The Commuter Line Train Ads ran for one full month across two major routes: Tn Abang – Cikarang Line and Bogor–Jakarta Kota Line. During this period, the campaign reached thousands of daily commuters, exposing Sambal Bakar Indonesia’s brand visuals to a highly relevant urban audience at peak travel times.
The bold tone and playful copywriting successfully captured public attention, generating organic buzz and reposts on social media, especially around iftar hours. This activation became one of the brand’s most recognizable ATL executions, effectively bridging the offline and online awareness for Sambal Bakar Indonesia during the Ramadan season.
