To reward its consumers, Telkomsel has POIN, a point-based loyalty program, in which the more consumers spend, the more points they will get. They can redeem their points with different types of rewards, such as participation in lucky draws, vouchers, data packages, and so on. The points will expire by the end of the year. Annually, Telkomsel holds a year-end consumer promotion program to motivate people to redeem their points.

Telkomsel was on the verge of losing more customers due to aggressive price war marketing launched by its competitors. This annual program was the last chance for Telkomsel to make their customers happy in 2020, in the hope of preventing their customers from leaving Telkomsel. By the end of 2020, Telkomsel aimed to achieve more than 30 million redemption point transactions.

​​We need a campaign platform that could excite consumers and make them feel rewarded for their loyalty.