6 November 2025
Kuncen: Unlocking the Mysteries of Ancient Folklore
When a close friend goes missing on the slopes of Mount Merbabu, a group of young travelers ventures into the wilderness to find him. Their search takes a terrifying turn when they discover that the mountain's traditional keeper "Kuncen" has been mysteriously murdered through the use of dark black magic. the group must work together to find a new Kuncen. Local lore warns that without a spiritual protector, the mountain’s ancient entities are free to terrorize anyone who enters.
TRAILER KUNCEN
SOCIAL MEDIA
Aligning with the social media agency, we agreed that the campaign direction should center on the unique local lore of mountain juru kunci, a fresh, untapped angle in Indonesian horror. To build authentic digital engagement, the content strategy was designed to turn the audience from passive viewers into active storytellers, prompting fans across platforms to share regional kuncen myths, local urban legends, and personal supernatural experiences.
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68M
PR & MEDIA
Supported by Poplicist, KUNCEN promotional push delivered press coverage totaling 233 news features and generating over Rp 7.97 Billion in PR Value. Through strategic press releases and targeted media visits across major national outlets and video shows. in addition to that: 150+ KOLs, digital creators, and major figures in the film industry to amplify premiere buzz.
233
150+
ACTIVATIONS
To maximize the impact, we executed a 360 degree offline campaign bridging Gen Z engagement. The strategy spanned university roadshows, live cinema visits with cast members, and ambient OOH placements across apartment lift networks. Additionally, we transformed over 40 partner coffee shops and restaurants into interactive sales and branding hubs, using table top QR code touchpoints to turn passive venue dwell time into immediate ticket purchases.
NOTE: Thanks to partnership team`s effort, all the below activations and branding are done based on 100% collaboration and barter value due to the project low budget
PRESS
CONFERENCE
MAKMUR
100
lifts screens
40+
Coffeeshops & restaurants
CINEMA VISITS
PARTERSHIPS &SPONSORSHIPS
We secured a diverse range of high profile sponsorships and partnerships. These deals had a significant impact on reducing marketing costs by market value of almost RP 780.000.000 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.
RP780.000.000
VALUE
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Heavy Competition:
Kuncen was released simultaneously against two massive studio blockbusters with far superior production and marketing budgets, which heavily dominated theater screen allocations and audience preference. -
Budget limitation
Strict budget limits affected every part of our campaign, from hiring key talent to creating promotional materials and activating the sales hubs effectively. This also forced us to cancel our regional roadshows and scale back on ground events.