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BigBang Jakarta: From New Event to National Festival Brand

Building a powerful media presence through strategic storytelling, multi-angle news creation, and continuous media engagement—transforming BigBang Jakarta from a new 2017 event into a recognized annual festival brand with more than 673 media exposures across 2017–2019.

THE PROJECT

BigBang Jakarta / BigBang Festival was launched in 2017 as a new year-end event at JIExpo Kemayoran, combining shopping, exhibitions, entertainment, music, culinary experiences, communities, and New Year celebrations. The project aimed to transform this new event into a distinctive year-end destination and, over time, establish BigBang as an annual festival brand.

THE CHALLENGE

As a newly launched event, BigBang faced the challenge of building awareness and establishing a clear positioning in a highly competitive year-end landscape. The brand needed to differentiate itself from conventional exhibitions, bazaars, music festivals, and other entertainment events, while convincing audiences that BigBang was more than just a discount exhibition—it was a complete year-end destination.

Beyond generating awareness, the communication strategy also needed to create strong media interest and credibility while converting exposure into public interest and visitor traffic. At the same time, the campaign had to maintain communication momentum from 2017 to 2019, ensuring that BigBang could grow from a new event into a sustainable and recognizable annual festival brand.

OUR STRATEGIC APPROACH

The Media Relations strategy was built around three key principles: News Creation, News Amplification, and News Sustainability. Rather than presenting BigBang as a single event with one story, the strategy transformed its diverse elements into multiple newsworthy angles, including shopping, discounts, music, culinary experiences, communities, charity, business impact, and human-interest stories.

These stories were then tailored to different media categories and audiences, supported by a range of media activation programs such as media launches, press conferences, press releases, interviews, media visits, media tours, and on-site media engagement. This approach ensured that BigBang remained relevant across national TV, print, online, lifestyle, entertainment, business, and community media.

The communication was sustained through a three-phase media strategy: Pre-Event to build awareness and anticipation, During Event to drive engagement and visitor traffic, and Post-Event to communicate achievements, impact, and future momentum. By creating a continuous news cycle throughout each phase, the strategy helped strengthen BigBang’s credibility and support its evolution into a nationally recognized annual festival brand.

Our Idea Makers

The people behind the ideas, strategies, stories, and experiences that move people and move business.

Ricky H Sutjipto

Chief Strategist

Faizal Tri Nugroho

Business Development Strategist

Indriana Octasaphira

Account & Communication Strategist