SMART TELECOM Promo, Case study I WANNA SAY I'M SORRY by Starcom Jakarta

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Indonesia
Agency Starcom Jakarta
Released August 2009

Credits & Description

Category: Best Use of Radio
Date of First Appearance: Aug 24 2009 12:00AM
Chief Executive Officer/Technical Advisor: Ravi Bhaya (Starcom Wordlwide Indonesia)
General Manager Marketing: Ossy Indrawati (PT SMART Telecom Indonesia)
Media placement: Radio campaign - 20 insertions - Radio Prambors Jakarta - 24/08/2009

Results and Effectiveness
The programme received a total of 2,000+ SMS messages over the campaign’s 20-day period (~40% over industry average). SMART activated 204,152 new numbers (growth of 10%) and nearly 27 million “top-up” vouchers (12% growth) during the campaign – the largest result since January 2009. Based on research results, 65% of respondents liked the programme because its content was filled with a unique challenge, in which participants needed to be brave. 69% of teens & young adults (aged 15-24) and 66% of females were more interested in this programme as compared to others.

Creative Execution

Streaming their favourite radio stations live to their mobile phones is the preferred way for youth to engage with a content medium that remains the 2nd most popular across the 43 million strong market of 10-24 year-olds in Indonesia. Collaborating with a youth radio station, we created “I WANNA SAY I’M SORRY,” a programme that encouraged consumers to share apologies via the SMART CDMA network, for a chance to express them live on the airwaves. Promotional messages began airing seven days prior to the programme’s kick-off. The 20-day radio-only maximisation ran Monday-Friday for 5 minutes per programme. DJs invited listeners to text an apology meant for a friend, family member, boyfriend or girlfriend to a SMART number. The best apology was selected daily; winning participants (sender and receiver) were notified to call the station using a SMART number and their efforts to seek forgiveness and forgive were showcased live on-air!

Insights, Strategy & the Idea
SMART Telecom, Indonesia’s newest telecommunications entrant, faced a battle of attracting new members, motivating existing users to buy “top-up” vouchers and strengthening the image of their flagship offering – cellular phone service – in the cut-throat CDMA category. During the Ramadan holy month, Moslems (85% of Indonesia’s population) follow an honoured tradition of offering apologies to loved ones, seeking forgiveness for their faults and shortcomings. The essence of this tradition – representing the care, unity and respect between people – is to honestly express one’s feelings of regret and to return forgiveness. Indonesia’s urbanisation has created large distances between families, making consumers reliant on means other than face-to-face to apologise during the holiday. SMART Telecom decided to provide consumers an opportunity to honour this tradition by using their mobile network.