Taro Land transforms Indonesia’s 17-an traditions into a social Roblox experience, combining local games, exploration, multiplayer interaction, and rewards to make TARO’s spirit of adventure more relevant for a new generation.

Objective

TARO wanted to strengthen relevance with Gen Z and Gen Alpha by bringing its “Rasa Petualangan” positioning into Roblox and turning the spirit of 17 Agustus into a digital brand experience.

Solution

Taro Land: Merdeka Fest recreates the Independence Day experience inside Roblox through games across the Taro Land map:

  • Balap Karung.
  • Tarik Tambang.
  • Panjat Pinang.
  • Soccer.
  • Adventure Game.

The experience is supported by Taro Boy, multiplayer interaction, points, missions, and limited UGC rewards.

Results

During the three-day campaign, Taro Land recorded:

133,200

Visits in three days.

41,685

Unique players.

21,374

Average daily active users, reaching 10.7 times the daily KPI target.

34.6%

Day-one retention, approximately 2.9 times the Roblox baseline cited in the campaign deck.

The campaign also delivered 1.05 million ad impressions.