Bringing IHH to Jakarta
- Client
- IHH Healthcare Malaysia
- Industry
- Healthcare
- Market
- Indonesia
- What we did
The challenge
At every medical expo, the floor looks the same. Pull-up banners. Counters. Brochures. Staff in lanyards. By the third aisle, visitors stop seeing any of it.
IHH had more to say. Eighteen hospitals. A full spectrum of specialities. International patient services built for families weighing treatment across borders.
The space had to pull visitors in, land IHH’s strengths fast, and stay with the Indonesian families the network is built to serve.
The brief: four days of expo footfall doing the work of a full campaign.
The strategy
The IHH airline
An Indonesian family choosing a hospital abroad is making one of the largest decisions of their lives, largely on trust, and largely from a distance. The concept had to cut through everyday media and signal one thing immediately: medical tourism to Malaysia.
So we built an airline. Plane windows opened onto the cities across IHH’s hospital network. A cast of friendly health professional characters became the face of the campaign: warm, approachable ambassadors who made the brand feel human long before anyone reached the expo floor.
At the booth, the idea continued as something visitors lived through. Characters and ushers welcomed people at the entrance. A passport and mileage system rewarded them for taking part, moving them through the space the way IHH moves a patient from first contact to care.
The whole thing previews the relationship rather than describing it. Warm, considered, human.
The campaign
A key visual drawn straight from the idea anchored everything, so every piece looked like it came from the same place. A teaser video introduced the idea in a light tone built to stop the scroll. Out-of-home kept IHH visible in high-traffic Jakarta locations, and social templates carried the message across digital channels in the weeks before the event.
The booth
At the expo, the plane-window motif became both graphic and architecture: a booth that looked like nothing else on the floor. The opening gimmick, wayfinding and interactive stations came out of one creative direction, so the space felt continuous rather than assembled. Invitations, on-site literature and the passport pieces followed the same tone, each made so visitors felt looked after from the first encounter.
Made in Indonesia, run from Malaysia
We produced the animated teaser in-house. Everything else, including print, out-of-home and the full booth build, was produced in Indonesia. We worked alongside IHH to manage their local contractors on the ground, holding timelines, production quality and final delivery.
At the expo
In the news
On Indonesian TV
The outcome
Visitors stopped and came in.
More than 10,000 visitors across four days, a three-fold increase on the previous year.
That came from more than the booth. IHH’s own team built a go-to-market strategy tightly aligned to the event concept, so pre-event communication and the on-ground experience pulled in the same direction.
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Some images on this page are visualisations made by Creo to show how the work comes to life. They are not photos of the work in place.