When "Fighting the Wind" Became a Brand Experience
- Mar 16
- 2 min read
Through immersive challenges, product trials, and social engagement, the #LawanAnginTerkuat activation reintroduced Mixagrip Herbal Greges in a fun and memorable way.
Challenge
In 2024, Mixagrip introduced Herbal Greges, a herbal-based solution designed to relieve symptoms commonly known in Indonesia as greges masuk angin.
But launching a new product in the highly competitive OTC market requires more than visibility. Mixagrip needed to strengthen awareness and make the product stand out in a way that felt relevant to today’s audience.
The challenge was to turn the product’s key message into an engaging experience that could capture attention, encourage people to try the product, and spark organic conversations online. To achieve this, the campaign had to connect with audiences through something fun, relatable, and naturally shareable.
Solution
Starting from Mixagrip Herbal Greges’ core message, which encourages Indonesians, especially young people, to stay active and stand strong instead of giving in when greges masuk angin hits, Kekumpul translated the product benefit into a creative communication platform called #LawanAnginTerkuat.
The idea reframed masuk angin not as a reason to slow down, but as a challenge to overcome. With Mixagrip Herbal Greges, people can stay energized and continue their daily activities with strength and confidence.
To bring this message to life, Kekumpul designed the Wind Tunnel Challenge as the hero activation, turning the act of “fighting the wind” into a fun, physical, and shareable brand experience.
The journey began at Pojok Teh Greges, where visitors sampled a refreshing herbal drink while learning about the product’s benefits. They then joined Games Anti Greges, a playful mini-game introducing the herbal ingredients behind the formula.
The highlight was the Wind Tunnel Challenge, an immersive installation where participants literally fought the “strongest wind.” After completing the challenge, participants received a printed photo and shared their experience on social media using #LawanAnginTerkuat, generating organic user-generated content.
The activation was further amplified through KOL and digital engagement, inviting audiences both online and offline to experience the campaign.
Result
The activation generated strong engagement both on-ground and online. During the event, the campaign achieved over 20,000 exposure from Car Free Day traffic around Sudirman. More than 1,400 visitors interacted directly with the activation, while the Wind Tunnel Challenge alone attracted almost 400 participants eager to try the experience.
Product trial also exceeded expectations, with around 800 cups of Teh Greges served and 650 product samples distributed, surpassing the initial target by 260%. In addition, hundreds of product boxes were sold out during the event.
Through a combination of interactive installations, sampling, and social sharing, the activation successfully transformed product introduction into a memorable brand experience, helping Mixagrip Herbal Greges capture attention, drive trial, and spark conversation among urban audiences.