Collaborating With Influencers And Car Compunents, Hutama Karya Galakan Campaign AGREEs Through Interactive Talk Shows

Photo: Doc. Hutama Karya

Celebrating the peak of the Commemoration of National Customer Day 2024, PT Hutama Karya (Persero) (Hutama Karya) held an educational talk show and public entertainment on Friday, September 6.

Located at the Rest Area 234 A of the Terbanggi Besar Toll Road - Pematang Panggang - Kayu Agung (Terpeka) and opened to the public, this activity is a series of Survived Campaigns to Destinations (SETUJU) Hutama Karya, which was attended by hundreds of participants from a number of car communities such as the Toyota Kijang Club Indonesia (TKCI) and the Calya Sigra Club (Calsic); associations namely the Indonesian Transportation Society (MTI), the Indonesian Express Delivery Service Company Association (Asperindo), and the Land Transport Organization (Organda); to to toll road users in Lampung and Palembang areas.

Executive Vice President (EVP) of the Corporate Secretary of Hutama Karya, Adjib Al Hakim said, in addition to the manifestation of Hutama Karya's appreciation to to toll road users who prefer toll roads as an alternative to national roads, this event aims to raise awareness of road users about the importance of driving safety in a more interactive way, equipped with Hutama Karya's commitment to realizing a safe and comfortable Trans Sumatra Toll Road.

This event is also expected to enliven tenants at the Rest Area 234 A of Terpeka Toll Road. In this interactive talk show, Hutama Karya presented Operations III Director Hutama Karya Koentjoro, who conveyed the development of Hutama Karya's SETUJU Campaign in the last 5 years, which had a direct impact on reducing the accident rate on significant toll roads.

"In addition, we also invited Akbar Rais, one of the automotive influencers with more than 250 thousand followers on Instagram, and Indonesia's national drifter with the 3rd World Drive Championship in Germany (2016), and the 1st winner in the King of Asia (2017) Championship, to discuss how to drive properly on the toll road from his point of view as a racer," said Adjib, in his statement, Saturday, September 7.

Adjib further added that not only from the driver's side, but Hutama Karya also invited other influencers, namely Travel By Deddy, an experienced traveler, lecturer, assessor, and Host TV.

"We hope that through this event, the community and associations can be an extension of the company in distributing the messages of the AGREEd Campaign to their respective members to the community," added Adjib.

After interactive talk shows, events are closed with People's Entertainment, such as dangdutan which collaborates with local dangdut singers, Quiz, to interactive games where Hutama Karya shares hundreds of door prizes and attractive prizes with a total of tens of millions of rupiah.

In this event, all participants also received special edition merchandise such as electronic money cards containing a balance of 100 thousand rupiah, chest bags to miniature toll road standby fleets specifically designed for National Customer Day this year.

Akbar Rais, one of the speakers at this event appreciated Hutama Karya for his initiative in holding interactive talk shows combined with People's Entertainment.

"As a drifter, I am used to extreme speed and maneuvers on the race track, but on toll roads, especially on the Trans Sumatra Toll Road, my focus is different. Here the most important thing is safety and comfort. This toll road in addition to providing excellent access, but also has a wide lane, a road that is quite long with a smooth surface so that it can potentially cause microsleep. With these road characteristics, this education is an important means of increasing user awareness of driving safety through the role of communities and associations," said Akbar Rais.

Previously, the company had distributed thousands of simultaneous merchandise across the Hutama Karya toll road on Wednesday, September 4 and received high enthusiasm from toll road users.

As for the middle of 2024, the implementation of the SETUJU Campaign has been carried out by utilizing various approaches, initiatives, and communication media such as Microsleep Operation and Simpatic Operations, Safety Riding Education by cooperating with Rifat Sungkar as Key Opinion Leader (KOL), disseminating information through Campaign Videos and routine content on the official @HutamaKaryaTollRoad account, as well as appeals and education through press releases, outdoor media such as banners and VMS, and local radio.

This campaign has shown significant results where through 12 Microsleep Operations actions, around 700 drivers were successfully monitored for physical and vehicle conditions and educated on the importance of good luck driving at night spread across the JORR-S Toll Road, Terbanggi Besar Kayu Agung Toll Road, Pekanbaru Dumai Toll Road, Pekanbaru Bangkinang Toll Road and Binjai Langsa Toll Road.

Not only that, until now, Hutama Karya has also distributed as many as 730 snacks and coffee to toll road users to anticipate accidents caused by sleepy drivers through Simpatic Operations.

"In the remainder of 2024, a number of strategies have been prepared to optimize the SETUJU campaign, namely by increasing frequency and expanding the implementation area of Microsleep Operations to reach more toll road users," concluded Adjib.

The campaign AGREEs that Hutama Karya's idea contains five main points that toll road users must follow, including AGREE that safety is number one, AGREE to ensure the condition of prime vehicles, AGREE not to speed up on toll roads, AGREE to rest if you are tired or sleepy and AGREE with zero ODOL on toll roads.