Tokopedia X KompasTV (Dummy Site)

This project focused on designing and executing a large-scale site takeover campaign for Tokopedia x Gopay’s Harbolnas 12.12 promotional event across Kompas TV’s digital platform. The campaign was built to maximize visibility through full ecosystem advertising placements—including homepage domination, side banners, expandable display ads, leaderboard assets, and integrated promotional visuals. Rather than functioning as standard display ads, the campaign transformed the Kompas TV browsing environment into a branded Tokopedia promotional experience, creating a stronger presence during one of Indonesia’s most competitive shopping periods.

The main challenge was designing a campaign capable of maintaining Tokopedia’s bold commercial identity while integrating seamlessly into Kompas TV’s high-traffic editorial environment. The campaign needed to capture immediate attention without overwhelming user navigation, balancing aggressive promotional visibility with cohesive platform compatibility. Since site takeovers occupy multiple user touchpoints simultaneously, maintaining visual consistency, audience clarity, and conversion focus across various ad dimensions and placements was essential.

I developed a comprehensive site takeover system using Tokopedia’s iconic green branding, Harbolnas urgency messaging, and campaign-led visual storytelling. The design strategy centered on ecosystem domination—ensuring all placements, from skyscraper banners to expandable units and leaderboard integrations, worked together as one synchronized promotional environment. Visual hierarchy emphasized shopping urgency, event branding, CTA clarity, and ecosystem partnerships with Gopay. Each asset was optimized for platform placement while maintaining consistent narrative momentum throughout the user’s browsing journey.

The final campaign successfully positioned Tokopedia x Gopay’s Harbolnas 12.12 promotion as a dominant digital retail event within Kompas TV’s ecosystem. By transforming standard media buying into an immersive branded takeover, the project strengthened promotional authority, improved audience recall, and elevated user interaction through strategic digital presence. The campaign demonstrated how premium advertising design can move beyond visibility into platform-wide audience immersion and conversion-focused storytelling.