Telkomsel: Kuota ketengan – salute to ketengers

Telkomsel, a wireless network provider, increased transactions and brand favourability in Indonesia by launching a YouTube video that targeted young people.

Campaign details

Brand: TelkomselContributing Agency: romp / Lintas.m & OMDWinning Category: Grand Prix; Best Creative EffectivenessPrimary Objective: Product AwarenessFormat: TrueView In-Stream Ads,TrueView Discovery Ads (formerly known as In-Display Ads),YouTube Masthead

Background/Context/Business Objective

  • Telkomsel commands market leadership in Indonesia’s mobile telecommunications industry.
  • Customers believed Telkomsel as the telco brand that provides the best network quality.
  • However, some, especially the lower spender segment (primarily teens and young adults), perceived that Telkomsel offers were too expensive and began to switch to other operators.
  • To reduce churn of new subscribers and increase revenue from the...

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