ARCHIVEHow Combiphar Turned Walking Into a National Health Movement
Keep Walking Indonesia is a 2018 integrated campaign created by Grey Indonesia for pharmaceutical brand Combiphar, launched in August 2018 to coincide with the Asian Games hosted in Indonesia, using a 90-second narrative film, a step-tracking app, influencer engagement, and outdoor media to inspire middle- and upper-class Indonesians aged 25 to 40 to add 500 steps to their daily routine under the hashtag #JalanTerusIndonesia.
Combiphar is an Indonesian pharmaceutical company with a documented history of sports and active-living activations, including the Combi Run platform launched in 2013 and the Combiphar Tennis Open and Combiphar Player's Championship of Golf, both introduced in 2016, according to Combiphar's own corporate records. The Keep Walking Indonesia campaign extended that heritage into a far more ambitious, nationally framed health behaviour initiative. Rather than positioning a single product, the campaign sought to move the brand into the territory of public purpose, making Combiphar synonymous with a healthier Indonesia.
In Indonesia, the campaign launched with a live event attended by government officials, athletes, Olympians, celebrities, and influencers, anchoring the initiative in civic and sporting authority at the precise moment the country's attention was fixed on the Asian Games. The mechanic was straightforward and participatory: Indonesians were invited to record their daily walking activity through the MoCehat step-tracking app and commit to an incremental increase of 500 steps per day. Social media amplification through #JalanTerusIndonesia knitted individual participation into a collective national narrative. According to Marketing Interactive, the campaign's stated business objectives included building awareness of at least three Combiphar products, achieving a measurable increase in consumer trial, and improving customer data capture.
Combiphar targeted a specific and strategically deliberate audience segment for Keep Walking Indonesia. According to campaignsoftheworld.com, the campaign was directed at middle- and upper-class Indonesians aged 25 to 40 who understood the value of health but remained relatively inactive in daily life. This is a consumer who has the awareness and means to act on health goals but lacks the behavioural trigger or social motivation to do so consistently.
The strategic insight driving the campaign is significant. Rather than competing in the crowded Indonesian pharmaceutical advertising space through product claims, Combiphar and Grey Indonesia chose to own a behaviour. Walking is universally accessible, requires no equipment, and carries no medical risk profile that might require regulatory navigation. In Indonesia, where pharmaceutical advertising faces scrutiny under health ministry guidelines, anchoring the campaign to a behaviour rather than a product created both creative freedom and regulatory clarity. According to transatlanticlaw.com, pharmaceutical marketing in Indonesia is subject to regulatory oversight that distinguishes between product promotion and public health communication, giving behaviour-led campaigns a structural advantage.
The timing was not incidental. Indonesia hosted the 2018 Asian Games across Jakarta and Palembang, drawing the largest multi-sport event in the country's history and placing sport and national pride at the centre of public conversation. Grey Indonesia and Combiphar aligned #JalanTerusIndonesia directly with the Indonesia Asian Games 2018 Organizing Committee, known as INASGOC, according to combiphar.com and campaignsoftheworld.com. This partnership gave the campaign institutional credibility that no media buy alone could manufacture. Competitors in the Indonesian consumer health segment, including Kalbe Farma and Sido Muncul, have historically relied on product-led television advertising. Combiphar's decision to invest in a purpose platform rather than a product spot represented a meaningful strategic departure from category norms in the Indonesian healthcare market.
Grey Indonesia built the Keep Walking Indonesia campaign around a 90-second narrative film. The film took a storytelling approach consistent with the emotional register of national pride campaigns, positioning walking not as exercise but as an act of collective forward momentum, a metaphor for Indonesia itself continuing to move and grow. The production deployed a tone more common to sports brand communication than to pharmaceutical advertising, which was precisely the point.
According to brandinginasia.com and campaignsoftheworld.com, the campaign's creative and production leadership included Nugroho Nurcahyo as Executive Creative Director at Grey Indonesia. Subbaraju Alluri, CEO of Grey Indonesia and Thailand, described the brief in terms that underscored its ambition, stating that not every day does an agency receive a brief to help inspire and uplift an entire nation, and that Grey was excited to partner and bring this bold vision to life, as reported by marketing-interactive.com. Junita Kartikasari, Vice President of Consumer and Customer Engagement at PT Combiphar, framed the campaign's purpose directly, stating that championing a healthier tomorrow is Combiphar's north star and that #JalanTerusIndonesia represents a step in the right direction for a healthier Indonesia, according to marketing-interactive.com.
The campaign did not rely on the film alone. Grey Indonesia executed across film, digital, social media, influencer partnerships, a live launch event, outdoor media, and in-store point-of-sale materials, according to campaignsoftheworld.com. The MoCehat app served as the campaign's behavioural infrastructure, translating the film's emotional call to action into a measurable, trackable habit. This integration of a narrative anchor film with a functional digital tool and a live event platform gave Keep Walking Indonesia a structural depth that extended its reach well beyond a conventional advertising campaign in the Indonesian healthcare category.
ARCHIVENo independently verified third-party performance data for the Keep Walking Indonesia campaign is publicly available at the time of publication. The campaign's Clapboard Score is 54 out of 100, reflecting a competent and strategically coherent execution that nonetheless leaves measurable creative and cultural impact questions open.
According to marketing-interactive.com, Combiphar publicly stated three primary business objectives for the campaign: building consumer awareness of at least three Combiphar products, achieving a targeted increase of approximately a fifth in consumer trial rates, and improving the quality and volume of customer data through the MoCehat app. These objectives are notable because they span brand metrics, commercial conversion, and first-party data acquisition simultaneously, a relatively sophisticated multi-dimensional goal structure for a pharmaceutical campaign in Indonesia in 2018.
Structurally, the campaign's effectiveness case rests on several observable design strengths. The alignment with the 2018 Asian Games provided earned media amplification at a moment of peak national attention in Indonesia. The partnership with INASGOC, according to combiphar.com, gave the initiative institutional reach beyond paid placements. The MoCehat app created a measurable behavioural loop that tied participation to brand interaction in a way that passive film distribution cannot achieve. The influencer and celebrity attendance at the launch event, reported by brandinginasia.com, ensured social media seeding from high-reach accounts at the moment of launch. Against the stated objectives, the campaign's architecture was logically constructed to deliver. Whether it did so at the scale intended remains undocumented in public sources.
Keep Walking Indonesia is a 2018 integrated healthcare campaign created by Grey Indonesia for Combiphar. Launched in August 2018 under the hashtag #JalanTerusIndonesia, it invited Indonesians to add 500 daily steps, tracked via the MoCehat app, coinciding with Indonesia hosting the 2018 Asian Games, according to campaignsoftheworld.com and marketing-interactive.com.
Combiphar timed the campaign to align with Indonesia hosting the 2018 Asian Games. The Games placed sport and national pride at the centre of public attention across Indonesia. According to combiphar.com and campaignsoftheworld.com, Combiphar partnered directly with INASGOC, the organising committee, to give the initiative institutional credibility and national reach.
Grey Indonesia created the Keep Walking Indonesia campaign for Combiphar. According to brandinginasia.com and marketing-interactive.com, the campaign's creative leadership included Executive Creative Director Nugroho Nurcahyo, with Grey Indonesia and Thailand CEO Subbaraju Alluri leading agency partnership. The campaign launched publicly in August 2018 across film, digital, social, influencer, outdoor, and in-store channels.
Combiphar's campaign targeted middle- and upper-class Indonesians aged 25 to 40. According to campaignsoftheworld.com, this audience understood the value of health but remained relatively inactive day-to-day. The campaign used an incremental step challenge and a tracking app to convert health awareness into a measurable daily behaviour change.
Combiphar set three core objectives for Keep Walking Indonesia. According to marketing-interactive.com, these were raising consumer awareness of at least three Combiphar products, increasing consumer trial rates by approximately a fifth, and improving customer data capture through the MoCehat step-tracking app used throughout the campaign in Indonesia.
The Combiphar Keep Walking Indonesia campaign holds a Clapboard Score of 54 out of 100. This score reflects a strategically coherent and well-integrated campaign execution that demonstrates clear structural logic across its film, digital, and event components, while leaving some questions about measurable creative distinctiveness and documented cultural impact.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
