Jakarta. Advertising startup StickEarn has launched an in-car marketing platform, known as StickMart, in partnership with ride-haling service Grab Indonesia as it seeks to attract thousands of driver partners to its platform over the next 14 months.

StickMart, Indonesia's first patented in-car commercial platform, uses boxes that fit on the center console between a car's front seats to offer essentials such as tissue paper, vitamin supplements, snacks and drinks, to passengers. The boxes are also equipped with two USB ports to allow passengers to recharge their phones for free.

It is further equipped with LED lights to allow passengers traveling at night to easily see the contents. Whether you are feeling hungry or parched, you can easily buy bottled tea to quench your thirst, using either cash or technology-based payment services company OVO as a cashless convenience.

"We have an in-house designer to make sure it fits specific models of cars. We invested in a mold and we are manufacturing the boxes ourselves," StickEarn co-founder Archie Carlson said at a press conference last week.

Customers can access information on each product and make their purchases by using StickTablet, which is a touch screen attached to the back of the front passenger seat.

The screen will also feature eye-catching videos, surveys and polls for passengers to fill out if they get bored of looking on their phones.

As Jakarta is notorious for perennial traffic jams, the founders of StickEarn decided to make boring car rides more fun for both the passengers and the driver.

"Our target is to keep growing. We want to install 10,000 boxes and tablets in 10,000 cars by the end of 2019," Carlson said.

StickEarn is an out-of-home advertising platform that connects drivers and brands by putting advertisements on vehicles. The company has served up to 250 brands since its founding in 2017.

The platform should be ideal for companies that wish to widen their brand awareness, as the intended audience will be exposed to their products in a captive environment.

Whereas billboards only capture two seconds of attention, and elevator screens get 45 seconds, StickMart will be able to capture the intended audience's attention for much longer.

"If you're in a car for an hour, and you keep looking at the video and at the product box, you would want to try it," Carlson said.

Besides brand awareness, companies can also gain insights into campaign performance, an increased social media presence and an opportunity to conduct product trials.

"This collaboration allows brands to run integrated campaigns in achieving their branding and marketing objectives, targeting the right audience," Grab Indonesia executive director Ongki Kurniawan said.

Drivers of cars equipped with StickMart boxes and tablets stand to additional income of up to Rp 2 million ($131) per month, while it may also allow them to potentially increase their overall ratings and earn more tips.