2025
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As Founder and Chief Strategist of OMICE Planning, I orchestrated the groundbreaking launch of Blue Origin's "OH!SOME" in Indonesia. Confronting Southeast Asia's media fragmentation challenges, we pioneered a "Digital Infrastructure + Cultural Resonance" dual-engine model. Our AI-empowered local influencer matrix achieved 23.31M precision social engagements, while the tri-city pop-up caravan redefined brand experience through 153,000 immersive interactions in Jakarta, Surabaya and Medan's core business districts. Revolutionizing OOH advertising, we deployed a programmatic ecosystem synchronizing dynamic content across 1,250+ touchpoints - from elevator screens to mobile LED billboards - achieving 60M+ total impressions and setting new industry benchmarks. The campaign propelled "OH!SOME" to top-tier brand awareness within 30 days, driving 300% sales surge while establishing China's first replicable "Mindshare Dominance Framework" for emerging markets. This initiative proved the viability of "Tech-Driven Cultural Empathy" strategies, creating lasting brand equity through algorithmic cultural insight mining and spatial experience engineering. By transforming conventional geo-targeting into multidimensional perception shaping, we delivered not just campaign metrics but a sustainable cognitive infrastructure for global brands entering Southeast Asia. The project's legacy lies in redefining market entry paradigms - where data intelligence and cultural semiotics converge to build brands that resonate at both cerebral and emotional levels.
Credits
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Xue Song
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Mobile App - Sustainability & Environment
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United States
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Vox Creative
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Branded Content - Diversity / Equity / Inclusion
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United States
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Sol de Janeiro
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Experiential & Immersive - Augmented Reality
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United States
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BI WORLDWIDE
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Event - Corporate
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United States