Es Teh Poci executed a nationwide Rp5.000-an value offer with redemption at Alfamart and Alfagift. Unlike standard promotions, the campaign strategically blended digital reach with offline reinforcement by activating Digital OOH screens in 100 selected Alfamart stores across Indonesia. This created a continuous loop of visibility: consumers saw the offer online, were reminded again when entering the store, and redeemed instantly. Through consistent weekly optimization and multi-channel distribution, the campaign achieved over 90% claim rate, strong redemption performance, and a dramatic uplift in brand recall and brand equity — positioning Es Teh Poci as the top-of-mind value tea option in its category.
A value offer strengthened by in-store visibility and digital precision.
Es Teh Poci wanted to stand out in the highly competitive instant tea category. By combining an attractive price offer with in-store Digital OOH screens, the brand maximized recall at the exact moment consumers made purchase decisions. The digital journey was simple and fast — users authenticated, answered a short tea-brand preference survey, claimed their coupon, and redeemed at the nearest Alfamart. Weekly improvements kept performance growing, while reminders and urgency messaging turned hesitant users into active redeemers. This seamless blend of digital engagement and physical visibility created a strong connection between online intent and in-store action.
A value offer strengthened by in-store visibility and digital precision.
The campaign aimed to drive large-scale trial for Es Teh Poci Instant Powder while strengthening brand recall directly at the shelf and understanding switching behavior among competing tea brands. By improving redemption efficiency through a simple, fast, and clear journey, the activation also sought to convert value-driven shoppers into long-term brand-preference consumers. Ultimately, the goal went far beyond transactions — it focused on creating meaningful, lasting brand uplift.
A multi-channel ecosystem reinforced by powerful in-store presence.
Meaningful impact that strengthened brand preference
Es Teh Poci’s campaign successfully turned a simple offer into measurable brand momentum. By combining Digital OOH across 100 Alfamart stores with a multi-channel digital journey, the brand strengthened visibility at the shelf while sustaining engagement from claim to redemption. This integration of online reach and in-store reinforcement delivered strong conversion and significantly elevated brand perception across the category.
