Billboard Culture in Indonesia: What Makes an Ad Go Viral on the Streets?

Billboards are more than just a giant advertisement—they are a dynamic part of Indonesia’s urban culture. From the neon-lit highways of Jakarta to the coastal roads of Bali, these towering displays shape trends, spark conversations, and even become landmarks. But in a country where the streets are packed with visual noise, what makes a billboard stand out? Why do some ads stick in people’s minds while others fade into the background?

 

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The Art of Standing Out

Indonesia’s rapid urbanization and growing digital consumption might suggest that traditional advertising is fading—but billboards tell a different story. In fact, outdoor advertising remains one of the most effective ways to reach millions of impressions daily. With heavy traffic congestion in major cities like Jakarta, Surabaya, and Bandung, commuters spend hours on the road, making billboards an unavoidable—and highly influential—medium.
But not all billboards are created equal. The most successful ones don’t just display a product; they evoke emotions, tell stories, and sometimes even become part of pop culture. To cut through the noise, a billboard must be bold, creative, and culturally relevant. Some key elements that make a billboard successful in Indonesia include:

 

1. Bold, Eye-Catching Visuals

The human brain processes images 60,000 times faster than text. In a fast-moving environment like Indonesia’s streets, a billboard has just seconds to make an impact.
Bright colors, striking images, and clever designs grab attention instantly. Brands like Telkomsel and Gojek often use vibrant visuals that align with local aesthetics—whether it’s playful illustrations or high-contrast photography.
Some tricks to do to make your campaign as effective and memorable for those who saw your advertisement are:
-    Vibrant colors (Telkomsel’s bright red, Gojek’s signature green)
-    High-contrast designs (clear visibility even from a distance)
-    Minimalist yet powerful messaging (short, punchy slogans)
Another example you can take note of is from the brand Indomie. Indomie is one of the largest instant noodle brands in Indonesia.  Indomie’s billboards often feature bold, mouth-watering images of their noodles with simple taglines like "Enak Banget!"—instantly recognizable and appetite-triggering.

 

2. Humor & Relatability

Indonesians love humor, and brands that make people laugh or nod in agreement win big. Clever wordplay, local slang or memes, jumping into the current trending topic, or exaggerated scenarios can turn a simple ad into a viral topic.
Case Study: Tokopedia’s "#MulaiAjaDulu" Campaign
Their billboards used witty, everyday situations (like someone finally fixing a broken chair after years) paired with the tagline "Mulai Aja Dulu" (Just Start It). It resonated deeply, encouraging action while bringing a smile to people's faces.

 

3. Cultural & Social Relevance

Indonesia is diverse, with different regions having unique languages, traditions, and trends. A billboard that works in Jakarta might not have the same effect in Medan or Makassar.
Winning strategies include:
-    Using local dialects (Javanese slang in Central Java, Betawi phrases in Jakarta)
-    Tapping into festivals & traditions (Ramadan, Independence Day, local holidays)
-    Riding social media trends (TikTok challenges, viral songs)
In the picture above, Smartfren is using religious tradition as an approach to make further relevance to the audience, to increase the rate of engagement between the audience and the advertisement. 

 

4. Interactive & Tech-Enhanced Ads

With smartphone penetration at an all-time high, billboards are no longer static. The most engaging ones invite interaction:
-    QR codes (scan for discounts or AR filters)
-    Hashtag challenges (encourage user-generated content)
-    Augmented Reality (AR) experiences (virtual try-ons, gamification)
Let’s say a cosmetic brand wants to share brand awareness and brand knowledge for their first launch of a product. For a specific purpose, they might add an interactive QR code for any passerby who is interested in their event. People can look up their product information visually, which will spark an interest movement, blending offline and online engagement seamlessly.

 

Avoid This to Make Your Billboard Impactful!

All the tricks might not be applicable to be combined in one advertisement. Choose what is most suitable for your billboard and avoid these things to keep your campaign interesting and spot on.  
❌ Overloading Information
Too much text, cluttered visuals, or multiple messages confuse viewers. Solution: Stick to one clear idea with minimal, impactful wording.
❌ Ignoring Regional Nuances
A joke that works in Jakarta might fall flat in Bali. Solution: Localize content based on demographics and cultural preferences.
❌ Blending Into the Background
Generic stock images or bland designs get lost in the urban jungle. Solution: Use striking visuals, motion (for digital billboards), or unconventional formats (3D extensions, neon lights).

It is important to create a clear objective and goal for your campaign. Choose your target audience, elaborate on and adjust your campaign to reflect the identity of your brand and the audience you wish to reach. The clearer an objective is created, the bigger the impact of your campaign. Creating a viral-worthy billboard requires strategy, creativity, and the right placement. With Firstboard’s assistance, get the best experiences of your campaign and dominate Indonesia’s streets with unforgettable campaigns.

With every strategically placed OOH ad, we’re not just reaching eyes; we’re engaging minds and creating connections. A great billboard tells a story in seconds. Whether through humor, stunning visuals, or smart tech, the best ads don’t just sell—they connect.

In Indonesia, billboards are more than ads—they’re part of the city’s personality. The most memorable ones become landmarks, spark nostalgia, and even inspire memes. For brands, this means an opportunity not just to advertise, but to leave a lasting impression.

So, will your next billboard be just another ad—or will it become a cultural moment?
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Picture Credit: Telkomsel, Finch, Optima, Billboard Cirebon