Telkomsel commands market leadership in Indonesia’s mobile telecommunications industry with the belief that everyone in Indonesia deserves to enjoy the best network quality. Yet, they faced an issue where the lower spender segment (primarily teens and young adults) perceived that Telkomsel offers were too expensive, this resulted in low spending among this low-value user segment and they began to switch to other operators.

To increase revenue and win back the heart of lower spender segments, Telkomsel launched a new offer that caters to the lower spender segments. As the offer was new to the category, Telkomsel needed to drive a massive level of awareness and consideration leading to purchase.