Tokopedia's suitcase messages turn Jakarta airport into a marketing playground

Jakarta's Soekarno-Hatta International Airport is no stranger to brand promotions, but Tokopedia's latest activation takes a fresh spin - quite literally - on the baggage claim carousel. By placing branded suitcases with relatable messages among travelers' luggage, the eCommerce giant has turned a routine airport scene into an engaging marketing moment.

From humorous quips such as "Stunned! Looking for a suitcase and ended up with one that looks like a grill!" to nostalgic reflections such as "Bought this suitcase five years ago, and it's still going strong," the campaign taps into everyday travel experiences while reinforcing Tokopedia's trustworthiness and product durability.

Jonathan Theon Locanawan, Tokopedia's head of masterbrand and social media, shared insights into the strategy behind the activation. The campaign, he said, was strategically launched during Indonesia's peak travel season to capitalise on increased foot traffic at the airport.

"With the National Online Shopping Day (Harbolnas) and year-end shopping festivals over, we wanted to make sure that Tokopedia's brand presence remains strong. This is especially important as Tokopedia reached a significant milestone by partnering with TikTok to launch ShopTokopedia back in late 2023, keeping it top of mind for many Indonesians," Locanawan told MARKETING-INTERACTIVE.

Don't miss: How TikTok and Tokopedia plan to elevate the future of retail in Indonesia post-partnership

This approach reflects Tokopedia's effort to connect with consumers beyond traditional digital and television advertising, leveraging high-traffic environments for greater visibility. By incorporating relatable messaging, the brand maintains a presence that feels natural and familiar to its audience.

The suitcases, selected by Tokopedia's internal teams, are quirky yet practical, ranging from traditional luggage to unique BBQ grill or motorcycle-shaped designs. All of these can actually be purchased on Tokopedia and ShopTokopedia within TikTok's app.

"The suitcases are meticulously selected by our internal teams to ensure the quality and consistency is maintained. We also want to highlight the integrity of the campaign," Locanawan stated.

This campaign, therefore, serves a dual function - reinforcing Tokopedia's credibility as an eCommerce platform while also entertaining consumers. By integrating marketing efforts into a mundane, everyday process like baggage claim, Tokopedia aims to transform idle waiting time into an engaging brand experience.

The messaging, Locanawan said, could reinforce Tokopedia's commitment to authentic products, accurate deliveries, and responsive sellers - key differentiators in Indonesia's highly competitive eCommerce space.

"This activation is not necessarily focused on driving suitcase sales, but rather aimed at showcasing and increasing consumer awareness on Tokopedia's trustworthiness," he emphasised.

Moreover, Tokopedia's strategy aligns with its broader marketing efforts. The campaign indirectly complements ongoing initiatives such as "Beli Lokal," which supports local brands and small businesses, and "Promo Guncang," Tokopedia's recurring promotional event that offers free shipping, cashback, and discounts every double-date throughout the year.

When asked about the audience response to this activation, Locanawan said it has been positive, with many describing it as fresh, unexpected, and entertaining. "People have expressed that this level of creativity is something they wish to see more often from brands," Locanawan noted.

However, Locanawan remained tight-lipped on whether the campaign would expand to other airports or high-traffic locations. "That's something we'll keep under wraps for now. You'll have to wait and see what's coming. What we can tell you is that Tokopedia is always striving to innovate and bring fresh, creative approaches to our campaigns, no matter the platform or medium."

As Ramadan approaches, Tokopedia and ShopTokopedia are set to launch the "Ramadan Ekstra Seru" campaign, featuring multiple peak shopping dates throughout the holy month. The initiative will offer various promotions, including special discounts, flash sales, and free shipping.

Last year, Tokopedia and ShopTokopedia introduced ShopTokopedia Mall, a feature designed to enhance trust and exclusivity for sellers. This initiative provides select stores with a "Mall" badge, offering benefits such as exclusive store and product management tools and shipping vouchers.

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