Campaign details

Brand: Indosat Ooredoo
Lead Agency: Wagawin
Region: Indonesia

Strategy

Objective

Indosat has been one of the pioneers of leveraging new technology and this campaign was no different. The main objective of this campaign was to enhance brand awareness for the YouTube Unlimited pack which is a very unique USP for Indonesia as only Indosat was offering an unlimited data plan with no hidden charges in comparison to their competitors.

They wanted to standout in the cluttered market and have an impact versus the already seasoned and used ad formats. We decided to partner with Living Ads - we used emoji's followed with a cute, live moment, mined live engagements on the videos viewed that real users have engaged with publicly.

Target Audience

We targeted Indosat & non-Indosat users. The objective was to upgrade low data users from the existing base to become heavy data users. And acquire new users to increase their user base for Indonesia. We targeted users across Indonesia 70% from Javas and 30% Non-Java. Males and females between the age bracket 15-35 years old. 

Creative Strategy