Smartfren Andromax: Giving Indonesians a new way to selfie
Manasi Trivedi and Iqbal Asseweth
Campaign details
Brand Owner: SmartfrenLead agency: McCann WorldgroupBrand: Smartfren AndromaxCountry: IndonesiaIndustry: Internet service providers; Mobile and cell handsetsMedia: Earned media, buzz; Events and experiential; Internet - general; Online video; Other and ambient media; Social media; TelevisionBudget: 1 - 3 million
Market background and cultural context
The smartphone category in Indonesia was growing at 49% Year-on-Year while Smartfren Andromax' sales were dwindling in 2014. Andromax went from selling 111K units in March 2014 to...