Understand event effectiveness for telecommunication client

29 November 2021


Our client, one of respectable telecommunication provider in Indonesia, sponsored an art event in one of the mall in Jakarta. Therefore our client wanted to understand the effectiveness of this event to their brand. 


We did a Face to Face Interview to:

  1. Visitor (those who only coming and looking around), and 
  2. Participant (those who participated in the event). For the participant, we interviewed them 5 days after the event so we can see how they remember and impressed after the event. 


  • The research elaborate who are our visitor and participant, and the reason why they would like to come to the event. 
  • It also determine whether the event was a “Magnet Event” by understand how far they would travel for the event.
  • It also reveal the result of event evaluation such as how attractive was the event, and whether the message from the company was well received.
  • One of the most important insight was how the event drove purchase intention and affect the brand image.


It was identified that the event succeed to strengthen the images of the brand. However, it was also found out that the visitor & participant felt irrelevancy between event theme and the brand. Therefore, for the way forward, our client can plan more relevant event that suitable for their target.

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