Background

In August 2023, Agoda launched the #MurahnyaAgoda campaign to break through Indonesia's highly competitive online travel agency (OTA) market. Ranked third, Agoda needed to engage Indonesia’s younger, mobile-first travelers. The goal was to increase awareness and boost bookings using creative storytelling and influencer-driven content. Partnering with popular actress Anya Geraldine, Agoda introduced a playful narrative centered around the "Savings Rooster."

Challenge

Agoda faced multiple challenges:

• Low Brand Awareness: Struggling to stand out among younger travelers in a crowded market.

• Trust Issues: Concerns over hidden fees and price changes impacted loyalty.

• Mobile-Centric Audience: Reaching younger consumers required a fresh approach to cut through traditional advertising noise.

Creative Solution

Agoda harnessed the power of cultural relevance with a content-driven campaign:

• Savings Rooster as a Creative Device: The rooster, known as a symbol of thrift in Indonesian culture, was transformed into the "Savings Rooster," a quirky sidekick to Anya Geraldine. This character tapped into the tradition of the “Rooster Bank” (celengan ayam), a familiar savings tool for Indonesians, making the concept of affordable travel relatable and fun.

• Influencer Storytelling: Anya Geraldine led the narrative, using humor and charm to emphasize the ease and affordability of booking through Agoda. The Savings Rooster served as a memorable metaphor for saving money on travel.

• Multi-Platform Activation: The campaign spanned TikTok, Instagram, Facebook, YouTube, and TV, with short-form video content optimized for mobile consumption.

Impact

• Cultural Resonance: The Savings Rooster creatively leveraged Indonesian cultural symbols to connect with the audience, making Agoda’s message both relatable and distinctive.

• Brand Awareness: Unaided brand awareness increased by 23%, while top-of-mind awareness surged 64%.

• User Engagement: The campaign generated high engagement on social media, with significant increases in search engine interest and app downloads.

• Increased Bookings: Hotel bookings rose by 22%, successfully converting awareness into direct action.

The #MurahnyaAgoda campaign stood out by creatively embedding a cultural symbol into the narrative, proving the power of culturally resonant, playful storytelling in driving both engagement and business results.