Smartfren Andromax: Giving Indonesians a new way to selfie

This case study shows how Smartfren, an Indonesian telecommunications brand, increased its sales using a smartphone feature driven campaign.

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...

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