THE PROBLEM

While travel behavior had evolved when it came to booking hotel room nights, air tickets and evens train tickets through Online Travel Agents, bus booking remained a brick and mortar experience. As redBus led the digital transformation of the bus booking industry and launched there app in Indonesia, changing behavior of an entire country within a very short period of time was a massive challenge.

THE SOLUTION

To get the entire country to sit up and take notice, we dived deep into local folklore and leveraged an urban legend - Bang Toyib. He was immortalized by the most famous Ramadan song ever, but no one knew who he really was. So we gave him a face, and a personality, and sent him home through redBus.