Truecaller: In sheep's clothing

Truecaller, a smartphone app, launched a campaign in Indonesia to reach 41 million people, raise awareness amongst 50% of the target group, and grow its user base by 25%.

Campaign details

Brand: TruecallerAgency: M&C Saatchi IndonesiaRegion: APAC

Strategy

Objective

With 270 million monthly active users and 500 million app downloads globally, Sweden-based Truecaller is on a mission to build trust everywhere by making communication safe and efficient. After a successful listing in Nasdaq Stockholm in October 2021, the company announced its plans to expand its footprint in Indonesia.

A study by Callsign showed that almost half (45%) of consumers say their trust in businesses such as banks, retailers, mobile network operators and delivery companies, has decreased due to persistent scams spoofing brand names.

The...

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