Esavya x Tzi Xuan First Fansign Jakarta
Tzi Xuan 1st Fansign Jakarta Successfully executed the debut Indonesian event for Chuang Asia 2 star Tzi Xuan. This project integrated international talent management with a strategic O2O brand activation for Esavya, resulting in a seamless fan experience and high-volume product bundling sales.
The Objective
To execute the debut appearance of Chuang Asia 2 star, Tzi Xuan. The goal was twofold: to facilitate a high-engagement interaction for the artist's growing fanbase and to drive significant sales volume for the sponsor, Esavya, through a strategic product-bundling entry mechanism.
Strategic Execution
Handling international talent requires precision. We designed an end-to-end management plan that covered everything from airport arrival to the final stage bow.
Key Challenges & Solutions
Traffic & Crowd Control
Hosting a fan event in a public mall (Lotte Alley) presents security risks. We implemented a strict "Zone System" to separate general mall traffic from ticket holders, ensuring the artist's safety without alienating casual onlookers.
The "Product First"
Instead of selling standard tickets, we developed an O2O Marketing (Online-to-Offline) strategy. Fans purchased "Bundling Packages" of Esavya's standard skincare line on Shopee to unlock event tiers. This converted fan enthusiasm directly into measurable ROI for the brand.
Tiered Experience
To manage the crowd flow, we segmented fans into "Sign & Hi-Touch" and "Exclusive 1:1 Photo" groups, allowing for a smooth rundown.
Project Info
- ClientEsavya x Tzi Xuan
- Year2025