Tri Indonesia: Ramadhan campaign

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Campaign details

Brand: Tri IndonesiaBrand owner: HutchisonLead agency: Havas MediaContributing agency: PantareiMarket: IndonesiaIndustries: Competitions & contests, Livestreaming, Social Media, Sponsorship - media, TelevisionMedia channels: Telephone & internet servicesBudget: Up to 500k

Executive summary

Mobile phone operator Tri is currently the challenger brand in the Indonesian market, behind the government-owned brands, who are supported by higher investment in comparison.

In response to the Covid-19 pandemic, Tri launched a new product called UnlimitedAlwaysOn to help customers during their stay-at-home activities. The launch period coincided with Ramadhan, which...

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