The Campaign

Millennials in Indonesia are very craft-oriented people. They love to make things, which means that they spend lots of time with online tutorials. But often, they don’t have the materials needed to make what they want. This created a great opportunity to help consumers find what they needed on Tokopedia. Online banners are often an annoyance. However, with the Buylight Instant Buy Banner, all people have to do is highlight a item on the page and the banner will automatically search for that item on tokopedia and return a list of results. From the banner they can instantly buy what they need."

Creative Execution

The banner took 2 weeks for programmers to develop in conjunction with tokopedia engineers and our partner website engineers. Beta testing lasted another 2 weeks to ensure that the code would run flawlessly across the different sites and browsers.

The Buylight Instant Buy Banner achieved an interaction rate of 40% and had a click-through rate which was 617% higher than the average rich media ad.

Tokopedia has always been looking for ways to quickly drive people to purchase. One of the core barriers to purchase is the time between consideration, realising you may need an item, and the visit to tokopedia to buy that item. We wanted to find a way to bridge that gap. The tokopedia Buylight Instant Buy Banner got tokopedia's foot in the door of every site it was placed on. From the banner, people could access the entire inventory of goods tokopedia had to offer. And in a contextually relevant way.