Project context
TikTok Shop Indonesia runs two major Mega Sale campaigns per semester — 8.8 (August) and 10.10 (October). For the 2025 cycle, the TikTok Shop brand team wanted to extend the online campaign with physical activation at malls: interactive totems shoppers could play, with digital voucher rewards delivered into the TikTok Shop app.
Magna Production came in as manufacturing partner for design + fabrication of the totem units. Game logic and API integration handled by TikTok tech team; we handled hardware enclosure, display mounting, interactive interface layer, and brand finishing.
Scope across two cycles
- Cycle 8.8: 12 totem units deployed to 8 malls in Jakarta, Bekasi, Tangerang
- Cycle 10.10: design iteration from 8.8, 16 totem units deployed to 12 malls across Jabodetabek + Bandung + Surabaya
- Totem design: standalone 200cm height, 80 x 80 cm footprint, integrated 43-inch touchscreen + QR scanner for redemption
- Interactive game interface suitable for a 30-second shopper — tap-to-play mechanic, not multi-step tutorial
- Flat-pack design so totems ship in crates and assemble on-site in <60 minutes
Challenge 1: hardware enclosure for public use
A mall totem has different requirements than an exhibition booth. It is a public touchpoint used by hundreds of shoppers daily across 2-week campaigns, in high-humidity environments with occasional drink spills. Three things had to be solved in the hardware design:
- Sealed enclosure — touchscreen + electronics behind it must be spill-resistant. We used rubber gaskets at all seams + drainage channel at the base.
- Invisible ventilation — the internal compute unit generates heat. Vent design had to exhaust heat without inviting dust and without breaking exterior aesthetics.
- Tamper-proof cable management — all cable routing had to be sealed so nothing could be casually unplugged by shoppers.
Challenge 2: on-site assembly in 60 minutes
Deploying to 8 malls in cycle 8.8 meant 8 simultaneous install crews. Each crew had to assemble a totem from flat-pack to ready state in 60 minutes, without specialized tools. Design solution: modular base + column + head unit connecting via locking cam fittings (think IKEA, industrial grade). Cable routing pre-run in each module. Screen pre-mounted in the head unit.
Result: average install time in cycle 8.8 was 52 minutes. In cycle 10.10 we iterated further, down to 38 minutes average.
How we executed production
- Pre-production: A single prototype built first for stress testing — screen mount, crate drop test, 500-cycle tap test on interface. 2 weeks prototyping before batch production started.
- Batch production: CNC workshop Bekasi cut all aluminum composite panels + MDF internal structure in batch. Finish paint oven with TikTok brand colors (black base + Pantone Red 032 accent).
- Per-unit QA: Every unit power-tested at workshop, screen tested, game flow tested end-to-end (including QR scan + API callback), ventilation verified via thermal camera.
- Logistics: Pre-padded crates for shipping. Each crate carried 1 totem + tool kit + install guide + backup cable. Per-crate tracking via QR code.
- Dismantle & storage: After campaign end, crews returned units to warehouse. Cycle 8.8 units went through refurbishment before redeployment in cycle 10.10 (reducing waste and cost).
Details we learned for next cycle
- Public-use touchscreens need anti-glare film. Without it, the screen looks glared under mall lighting and interaction rate drops.
- Audio output matters for attracting attention. Cycle 10.10 added internal speakers with volume auto-adjusting to mall ambient noise.
- Branding wrap must be laminated, not just stickers. A 2-week campaign with thousands of touches = regular stickers peel by week two.
- QR scanner ergonomics — scanner angle must tilt 15 degrees for ergonomic phone scanning. Cycle 8.8 used 0 degrees, reduced scan rate; fixed in cycle 10.10.
Results we observed
Both cycles ran on schedule. Zero unit downtime from hardware failure. Refurbishment from 8.8 to 10.10 saved around 30% production cost for the second cycle. Part of the unit design (particularly the modular base + locking system) is now our template for interactive retail installation on other projects.
What we learned: physical activation from an online campaign needs a manufacturing partner who can think in cycles — not a one-off project. Cycle 10.10 succeeded because we designed cycle 8.8 assuming it would be iterated, not disposed.
Related services
- Custom Furniture — totem enclosure design
- CNC Services — precision panel fabrication + locking cam integration
- Exhibition & Event Booth — install + multi-venue logistics
