Campaign details

Brand: Telkomsel
Brand owner: Telkom Indonesia
Lead agency: Leo Burnett Indonesia
Country: Indonesia
Industries: Telephone & internet services
Media channels: Online video, Television
Budget: 1 - 3 million

Executive summary

In an increasingly price-driven market, value for money propositions have become popular among brands and consumers. Since 4G entered Indonesia, the conversation has been dominated by 'speed', despite low consumer understanding, readiness and urgency.

Our True Broadband Experience campaign (or TRUBEX) has been Telkomsel's main instrument in communicating quality. Whilst previous campaigns focused on establishing our assets, Telkomsel planned to remind its consumers the true value of having the best network and shift consumer value perception towards a complete network experience. To do so, we created a series of videos under the title and theme of Menjadi Yang Terbaik, which aims to depict how the best connection fuels their aspirations to become the best.