Samsung: Telkomsel DigiAds collaboration bringing digital access to all

Samsung partnered with telecommunications company Telkomsel to create a targeted campaign to drive sales of its Galaxy A smartphone in Indonesia.

Campaign details

Brand: Samsung Electronics IndonesiaAgency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

The dream of achieving equality remains within our grasp, but distant. In Indonesia, over 20 million people in rural areas still rely on feature phones and 2G connections for their communications, despite the imminent nationwide government mandate to terminate the 2G network (2G Sunset). The limited capabilities of 2G and 3G network restrict access to education, healthcare, financial services, and also communication between friends and families. As a market leader in the smartphone category, Samsung Electronics Indonesia (SEIN) wants to tackle this crisis by...

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