Case study
Janji Jangan Ngebul
A public campaign asking truck makers to stop the smoke and keep their promises: brand, message testing, collateral, and the website.
The ask
Purpose Indonesia wanted a public campaign that puts the pressure where it belongs: on the manufacturers who could bring affordable electric trucks to Indonesia and have not. It had to reach working-class commuters and worried mothers in relatable, witty Indonesian — no lecture, no NGO beige. The name was already set: Janji Jangan Ngebul, a promise not to ngebul.
What we did
- Message testing — three audiences, five messages, carousel creative for Instagram, Facebook, Threads, and LinkedIn, so the campaign launched on lines that had been tried rather than guessed.
- Logo and brand book — a tilted, street-pop logo family in twilight purple, tree green, and electric yellow, with the wit of Pantura truck-tailgate poetry and none of the pastiche.
- Mascots and collateral — Rosie and the drivers; stickers (Ngeeeng tanpa ngebul, Gas sampai nol, Kutunggu truk listrikmu), e-money cards, caps, sunglasses, scarves.
- Booth — a 3 × 2 metre stand for the soft launch at INZS 2026.
- Website — janganngebul.com, a custom WordPress theme we built and host: the case, a library of the facts, and a “do something” page with newsletter sign-up and sharing.
What happened
Brief in late June; soft launch at INZS on 1 August 2026; full site and brand book delivered by mid-August. The campaign is live and young. We will add numbers here when there are numbers worth adding.
Working on something like this?
Tell us the mission, the audience, and the deadline. We will tell you honestly whether we can help.