DEUS EX MACHINA

Deus Ex Machina was about six months into the pandemic, when Bali’s travel scene was at its lowest. Hotels and restaurants were shut down, tourists were stranded, and only a handful of businesses remained open.

​

With all of its vertical stores closed in Indonesia, the company's nationwide business leaned on its e-commerce to stay afloat, supported by a strong email subscriber base. This was an interesting time as it also led to a shift in demographic; from international tourists to Indonesian consumers.

​

The brand adapted by entering Shopee, the country’s largest marketplace, which proved critical as sales grew rapidly during social distancing. To support this emerging segment, brand campaigns were refocused toward local audiences.

​

Three initiatives were launched across F&B, motorcycle, art. A Balinese-inspired social drink, Sons of Arak; the rebranding of Deus’ iconic riding events as Kumpul-Kumpul; and the Shades of Beliefs exhibition at the brand’s gallery.

​

Together, these activations kept the brand relevant while retaining its DNA in a more localized market.