How an Indonesian Brand Reached 1.3 Million People Through International Motorsport

Tukang Solar is an Indonesian additive brand. It reached over 1.3 million people through the Bangsaen Grand Prix. Yet the product never even turned a competitive lap.

Tukang Solar aligned their product with me, the driver and athlete, to reach international GT racing at a fraction of the usual cost.

So there was no logo on the car. Instead, the branding lived on me, on the race suit and helmet. It also ran through the content and media we built around the campaign.

This was a content-first activation, not a decal on a door. Most sponsorships pay for a sticker and hope a camera finds it. Instead, Tukang Solar backed a professional driver and creator to champion the product. As a result, the story reached the audience most likely to care.

The Tukang Solar Bangsaen Grand Prix activations

We built the campaign in three parts.

First came pre-race hype reels. They built anticipation ahead of the Bangsaen Grand Prix. Then we aimed them squarely at Indonesian audiences.

Second came cinematic content around Bangsaen itself, Asia’s most gruelling street circuit. However, the car hit a mechanical failure in practice and we withdrew before racing. Still, the content carried the story.

Third, a dyno test in Bangkok after Bangsaen, putting the product through hard, measured testing using a Toyota FJ Cruiser supplied by TOM’S Racing Thailand, and extending the story into independent proof.

The results

Every number below came from organic, creative social marketing aimed at Indonesian audiences. No post boosting. No paid spend. As of the date this article was posted:

• 1.3M+ combined views across the flagship videos, and still climbing.
• Around 27,600 interactions, weighted toward saves and shares. Saves are intent. Shares are advocacy.
• 150+ creator clips circulating across Indonesian feeds, entirely earned. One passed 500,000 views on a page that belongs to neither of us.

@tukang_solar

Membalas @Dewa Batara99 Awalnya diragukan karena murah, sekarang dibuktikan di lintasan balap dunia! 🔥 Dulu banyak yang ragu karena harga kami ramah di kantong. Tapi ratusan ribu botol yang terjual jadi bukti kalau kualitas lokal nggak bisa dianggap remeh. Terima kasih sudah menjadi bagian dari perjalanan hebat ini, Omku. Bersama kita buktikan ke dunia kalau Produk Indonesia punya kualitas Global! 🇮🇩🔥 Yuk, ikut jadi bagian dari gerakan bangga produk lokal! #aditifbensin #tukangsolar #aditif #brandindonesia #produkindonesia🇮🇩

♬ Don’t tell your dreams – LOVIXX & STOSLIV

That last point matters most. When independent creators start making and spreading content about a brand off the back of a partnership, the reach stops being bought and starts being earned.

The story spread past TikTok into YouTube coverage and local conversation, framed around a homegrown Indonesian brand taking on the world stage.

The coverage reached national press. Kompas.com, Indonesia’s second-largest news site at over 130 million monthly visits, ran an editorial feature on Tukang Solar reaching the 20th Bangsaen Grand Prix with PSC Motorsport. Not a press release we paid to place, but a genuine news story on a UKM product arriving on the international stage. That is the kind of coverage brands spend heavily chasing and rarely earn.

The outcome

For Tukang Solar, the Bangsaen Grand Prix partnership delivered brand awareness at home and abroad, and a credible route into the competitive Thai automotive market, all before the car raced. It is the kind of motorsport marketing Jono Lester builds for brands.

Follow Tukang Solar on TikTok or visit their website.