Smartfren: Mobile campaign wakes up Indonesia’s WOW generation

Smartfren, the telecommunications company, wanted to increase brand consideration and engagement in Indonesia.

Campaign details

Brand: SmartfrenLead Agency: Mediacom IndonesiaRegion: APAC

Strategy

Objective

Smartfren, one of the youngest telecommunications companies in Indonesia, plays in an arena punctuated with fierce competition. To rise above the competition, Smartfren wanted to increase brand consideration and engagement. With these objectives in mind, Smartfren launched a campaign that would not only advertise its Extra Unlimited Malam package, but also strengthen consumer relationships by bringing the message #RamadanExtraFaedah.

Recognizing the appeal of emotionally-charged events, the campaign would take place during one of the most important festivals in Indonesia: the month of Ramadan. Normally a...

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