19 JUNE 2026
Jalan Pulang: Bridging Horror and Human Emotion
Jalan Pulang is a 2025 Indonesian supernatural horror drama and the directorial debut of Jeropoint. Starring a prestigious ensemble including Shareefa Daanish, Sujiwo Tejo, and Luna Maya, the film was released nationwide on June 19, 2025.
The film’s marketing strategy was specifically engineered to build a powerful emotional connection between the audience and the central narrative of a mother’s desperate journey to save her daughter.
Jalan Pulang Movie Trailer
SOCIAL MEDIA
Our social media strategy focused on building a real emotional bond with the audience. Instead of just using scary clips, we formed a creative team that told the deeper story of a mother fighting to save her daughter. We used an "educational approach" to explain the movie's folklore, which helped younger viewers connect with the film. By focusing on these human emotions and interesting cultural facts, we achieved massive organic reach and kept people talking about the movie across all platforms.
AD BOOSTING RESULTS
(not including organic results)
Exceeding average impressions in the industry which is usually 6 to 10 Mil at best
Exceeding average impressions in the industry which is usually 3 to 5 Mil at best
PR & MEDIA
Our PR strategy was built to turn Jalan Pulang into a major cultural event. Instead of just relying on our own channels, we worked with a diverse group of KOLs and influencers from the horror, lifestyle, and parenting communities. By giving them exclusive "educational" insights into the movie’s folklore, we encouraged them to create their own unique content. This resulted in thousands of organic social media posts and hundreds of independent news articles from major outlets like Detik, Kompas, and Liputan6. The strategy focused on the emotional story of the mother and daughter, which made the movie a "must watch" topic for influencers and their followers. This massive buzz was a key reason why the film reached over 1 million viewers in its first week and trended across social media platforms.
ACTIVATIONS
To build real world excitement for Jalan Pulang, we executed a series of high energy ground activations across multiple cities. Our strategy included large-scale Car Free Day events to capture massive public attention, alongside intimate Meet and Greet sessions that allowed fans to connect with the cast. We also hosted several Gala Premieres and organized frequent Cinema Visits, creating a "roadshow" atmosphere that kept the movie trending.
Our CFD activations in Bekasi and Depok were all about high energy fan engagement and "street level" brand building. We transformed these public spaces into interactive stages where the audience didn't just watch they participated. To drive ticket sales and excitement, we:
CAR FREE DAY
In a unique collaboration with Trans Studio Bandung, we designed and launched a horror house themed after the movie. This activation allowed fans to step inside the film’s narrative by turning the movie’s most terrifying scenes into a live attraction.
HORROR HOUSE
MEET&GREET
organized a series of Meet & Greet events in major malls across Indonesia to bring the movie’s stars closer to the audience. By selecting high traffic retail hubs, maximizing & strengthening the emotional bond between the audience and “Jalan Pulang" story.
To ensure maximum visibility and "top-of-mind" awareness, we deployed a vast network of billboards and Videotrons across Indonesia’s most high traffic areas. By strategically selecting key locations in major cities, we ensured that the Jalan Pulang brand was impossible to miss. These displays worked in harmony with our online strategy, creating a strong 360 degree presence.
OUTDOOR ADVERTISING
We partnered with 25 major coffee shops across Indonesia to weave the film into the daily lives of our audience. This immersive takeover featured in-store branding, trailer screenings, and direct guest interactions. By tapping into Indonesia’s vibrant coffee culture, we turned everyday social hubs into a powerful network of "word of mouth" hubs for the movie
COFFESHOPS BRANDING
During the launch, we conducted a nationwide tour of cinema visits to drive excitement at the point of purchase. By bringing the cast directly to the theaters for surprise appearances and live interactions. These visits were crucial for fueling real time social media buzz and maintaining strong box office momentum throughout the opening weeks
CINEMA VISIT
PARTERSHIPS &SPONSORSHIPS
We secured a diverse range of high profile partnerships that were instrumental to the campaign's success. These collaborations had a significant impact on reducing marketing costs by market value of more than RP1.770.000.000 while adding immense value and reach to the project. By aligning with the right brands, we built a robust support ecosystem that amplified the movie’s presence across multiple industries.
SUPPORTED BY:
BOX OFFICE SUCCESS
The strategic marketing and high impact activations culminated in a record breaking achievement, officially cementing the film as a Box Office hit. Achieving the rank of the 6th most watched film in Indonesia in 2025, it reached a staggering 2,805,679 viewers. This success is a testament to the power of emotional storytelling and a 360 degree marketing strategy that resonated with millions across the nation.
