Telkomsel: Establishing superiority in people’s lives

Indonesian broadband supplier Telkomsel improved customer satisfaction and fuelled brand equity growth in Indonesia with an advertising campaign focused on videos of real Indonesians from different walks of life.

Campaign details

Brand: TelkomselBrand owner: Telkom IndonesiaLead agency: Leo Burnett IndonesiaCountry: IndonesiaIndustries: Telephone & internet servicesMedia channels: Online video, TelevisionBudget: 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...

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