Inabuyer EV EXPO: The First and The Biggest
It was just the beginning. The real work lies in building on this momentum — expanding Indonesia’s EV infrastructure, increasing local manufacturing, and making electric vehicles more accessible to everyday consumers.

by Jibril M.

What's my role?
As the Marketing Lead for Indonesia’s first major electric vehicle exhibition, the Inabuyer EV EXPO, I drove efforts to position the event as a catalyst for Indonesia’s EV revolution. Collaborating with local brands, government ministries, motorcycle communities, and environmental groups, I crafted a campaign to spotlight Indonesian innovation, attract thousands of visitors, and secure significant industry commitments.
What are the goals?
  • Event Attendance: Draw 5,000+ visitors to experience Indonesia’s EV potential firsthand.
  • Brand Engagement: Showcase 100+ local brands to highlight homegrown innovation.
  • Industry Impact: Secure substantial commitment fees to fuel EV growth.
  • Market Positioning: Establish Indonesia as a leader in Southeast Asia’s EV movement.
What are the challenges?
  • Limited public awareness of EVs in Indonesia, requiring education and mindset shifts.
  • Competing in a nascent market with minimal local EV infrastructure.
  • Balancing global EV trends with a hyper-local focus to resonate with Indonesian audiences.
  • Engaging diverse groups—government, brands, and communities—in a cohesive campaign.
What are the solutions?
  • Local-First Messaging: Emphasized Indonesian brands and innovation to build national pride.
  • Community Partnerships: Engaged motorcycle and Vespa communities to promote EV conversions and sustainability.
  • Government Collaboration: Partnered with the Ministries of SME, Transportation, and Energy to align policy and infrastructure support.
  • Multi-Channel Campaign: Leveraged Instagram, TikTok, and local influencers for youth engagement, alongside traditional media like Kompas and Detik for broader reach.
  • Experiential Marketing: Offered test drives and interactive exhibits to make EVs relatable and exciting.
How's the result?
  • Visitor Turnout: Attracted 5,000+ attendees, exceeding expectations for a first-time event.
  • Brand Participation: Showcased 100+ local brands, from electric motorcycles to charging tech.
  • Financial Impact: Secured over IDR 423 billion in commitment fees, signaling strong industry buy-in.
  • Media Reach: Gained coverage in major outlets like Kompas and Detik, amplifying the event’s influence.
  • Community Engagement: Sparked enthusiasm among motorcycle communities and youth groups, driving EV adoption conversations.
Lessons learned
  • Local Resonance: Hyper-local messaging builds trust and pride, critical in emerging markets like EVs.
  • Community Power: Grassroots groups, like motorcycle enthusiasts, can shift perceptions faster than top-down campaigns.
  • Education First: In nascent industries, public education is as important as promotion.
  • Media Balance: Combining social media buzz with traditional outlets ensures broad demographic reach.
  • Momentum Matters: High-impact events need follow-up action to sustain enthusiasm and drive long-term change.
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