Smartfren Telecom: I Hate Slow
Roop Mukhopadhyay
Campaign details
Brand owner: PT Smartfren TelecomAgency: McCann Worldgroup, IndonesiaBrand: Smartfren TelecomCountry: IndonesiaChannels used: Events and experiential, Internet - display, Internet - microsites, widgets, Internet - search, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Radio, Social media, Television, Word of mouth and viralMedia budget:500k - 1 million
Executive summary
In Indonesia's fiercely competitive and cluttered telecoms market, Smartfren sparked a nationwide youth movement through its compelling campaign: 'I Hate Slow'.
PT Smart Telecom and...