Campaign details
Brand: TelkomselContributing Agency: romp / Lintas.m & OMDWinning Category: Grand Prix; Best Creative EffectivenessPrimary Objective: Product AwarenessFormat: TrueView In-Stream Ads,TrueView Discovery Ads (formerly known as In-Display Ads),YouTube Masthead
Background/Context/Business Objective
- Telkomsel commands market leadership in Indonesia’s mobile telecommunications industry.
- Customers believed Telkomsel as the telco brand that provides the best network quality.
- However, some, especially the lower spender segment (primarily teens and young adults), perceived that Telkomsel offers were too expensive and began to switch to other operators.
- To reduce churn of new subscribers and increase revenue from the...