The Problem:
Paying utility bills is a monthly pain point for many. It’s not just the money—it’s the emotional burden. Each time that notification hits, it brings dread, stress, and sometimes even a little scream of frustration. Customers are reminded of responsibilities instead of rewards, leaving little room to enjoy life.

The Insights:
That reaction—the aarrgh, the eeekk, the waahhhh—is universal. But interestingly, those same sounds are also made in moments of thrill and joy—like riding a rollercoaster, watching a horror show, or screaming through a mic fun experience. It’s not the sound itself, but the emotion behind it that makes the difference.
If we can take that same emotional release and flip it from negative to positive, we can change how people perceive bill payments altogether.

The Solution:
Tokopedia turns the shock of paying bills into the surprise of free experiences. When customers pay their utility bills through Tokopedia, they stand a chance to win fun, exciting experience—like theme park tickets, movie tickets, or entertainment vouchers.