Extrajoss Ultimate expands city takeover series with Bali Car Free Day activation

Extrajoss Ultimate has continued its nationwide community engagement campaign with a large-scale activation in Bali, transforming Denpasar's popular Car Free Day at Renon into a hub for youth communities, entertainment and interactive brand experiences.

Held at the West Parking Area of Renon, the Extrajoss Ultimate Takeover Bali attracted both residents and visitors, bringing together urban sports enthusiasts, creative communities and cultural groups in one of the island's busiest public spaces.

The event forms part of the brand's broader effort to connect with consumers through community-led experiences in cities across Indonesia. By leveraging the popularity of Car Free Day, Extrajoss Ultimate positioned itself alongside themes of active lifestyles, social connection and self-expression.

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According to Arwin Nugraha Hutasoit, head of marketing, media, and consumer insight at Kalbe Consumer Health, Bali's vibrant community landscape made it a natural choice for the campaign.

"Bali has a unique character because its communities are highly diverse and coexist within the same space. From urban sports and performing arts to creative communities, all share a spirit of continuous movement and self-expression. That is why Bali is the right place to bring Extrajoss Ultimate Takeover as a space for gathering and sharing positive energy," he said.

One of the event's main attractions was a community parade featuring participants from BMX, skateboarding, slalom, lowrider and parkour groups, alongside arts and cultural communities. The parade reflected both the diversity of Bali's youth culture and the collaborative spirit that has become increasingly central to experiential marketing efforts.

Local identity was also woven into the activation. Some participants wore traditional Balinese attire such as udeng and kamen, while others carried tedung umbrellas and Barong masks, creating a visual blend of contemporary youth culture and local heritage.

Hosted by Junior Latuheru and Gadiez, the programme featured performances and participatory activities designed to encourage audience engagement throughout the morning. Music act Moluccan Soul headlined the entertainment line-up, while a karaoke session led by Tunes by Koplosan encouraged visitors to actively join the festivities.

Meanwhile, the brand's Bar Takeover zone became a gathering point for attendees, offering opportunities to sample beverage creations featuring Extrajoss Ultimate.

Beyond entertainment, the activation incorporated gamified experiences through a series of quests and challenges. Participants competed for hundreds of prizes, culminating in the giveaway of a Yamaha motorcycle as the event's grand prize.

For the brand, the activation also served as an opportunity to communicate Extrajoss Ultimate's product positioning to younger consumers.

"We see that young people today are living increasingly dynamic lives, often moving from one activity to another within a single day. Extrajoss Ultimate is designed to accompany that rhythm with smoother energy and longer focus, through green coffee as a natural energy source and lower sugar content," Hutasoit said.

The Bali edition of Extrajoss Ultimate Takeover highlights a growing trend among consumer brands to build deeper connections through community-based activations rather than traditional advertising alone. By embedding itself within existing public gatherings and interest groups, the brand seeks to become part of consumers' everyday experiences.

The event also reinforced the campaign's "I am ultimate" tagline, bringing together cyclists, skaters, BMX riders, families and Car Free Day visitors under a shared message of movement, personal growth and collective energy.

"Across the various cities we have visited, we see one common thread: communities are always an incredible source of energy. Because of that, we hope Extrajoss Ultimate can continue to be part of moments that bring people together with the same spirit - to keep moving, creating, and growing together," Hutasoit added.

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