This Cool Vita MCT Coffee Capsule campaign took to the streets with a bold transit and static media presence across Jakarta and Tangerang.
Cool-Vita is a fast-growing functional beverage brand that’s redefining how Indonesians get their daily dose of wellness. Offering a range of vitamin-enriched drinks that are both refreshing and health-forward, Cool-Vita caters to modern consumers seeking convenient, on-the-go nutrition. The brand’s product lineup includes Multivitamins, Calcium, Detox, Collagen, and MCT Coffee. Since entering the Indonesian market, Cool-Vita has quickly gained traction among active, trend-aware youth, placing itself at the forefront of the country’s dynamic health and lifestyle movement.
Media Used: Curved Horizontal LED
Collaborators: BoostAD
About Campaign
This Cool Vita MCT Coffee Capsule campaign took to the streets with a bold transit and static media presence across Jakarta and Tangerang. In collaboration with BoostAD, we branded several TransJakarta buses with Cool Vita coffee advertisement, operating along key corridors: Palmerah to Dukuh Atas (1B), Tanah Abang to Blok M (1N), and Pasar Minggu to Tanah Abang (9D), ensuring constant movement and high visibility through active commuter zones.
Complementing the transit placements, a static billboard along the Jakarta–Tangerang toll road (Tangerang, Banten) amplified the Cool Vita MCT Coffee campaign to drivers and daily road users. Together, these strategic placements connected Cool-Vita’s latest product to a health-conscious, on-the-go audience, effectively boosting awareness in high-traffic urban arteries.
Area Coverage
The Cool-Vita MCT Coffee campaign was strategically rolled out across key corridors in Jakarta and the toll route connecting to Tangerang, maximizing exposure to daily commuters and city-goers. TransJakarta buses operating along high-traffic routes provided mobile visibility through Jakarta’s bustling central districts, including key business, shopping, and transit hubs.
Complementing this, a prominent static billboard placed along the Jakarta–Tangerang toll road captured the attention of motorists traveling between the capital and its growing suburban sprawl. With this multi-point coverage, the campaign effectively targeted a wide spectrum of urban consumers across some of the most frequently traveled paths in Greater Jakarta.
Execution Details
Insight into the formats, placements, and processes behind the campaign.
Creative Highlights
• LED dominance in the city center: A full 4-hour LED blocking on the Djakarta Theater screen delivered uninterrupted brand presence in one of Jakarta’s busiest weekend zones.
• Event-integrated advertising: The campaign blurred the line between ad and experience by aligning with Lazada’s offline activation during Car Free Day, engaging audiences already gathered on-site.
• Real-time storytelling: A live stream broadcast directly to the LED screen brought immediacy and energy to the moment, transforming the billboard into a dynamic content hub.
• High-foot-traffic impact: Strategically placed, the campaign reached a broad, urban demographic during peak public activity.
• Lifestyle-led visibility: By showing up in an everyday, high-engagement setting, Lazada positioned itself not just as a shopping platform, but as a brand woven into city life.
