Indosat CaseScenario

DIGITAL CAMPAIGN IDEA
JWT
XM ASIA

DIGITAL
CAMPAIGN FOR
HIGH-VALUE
CUSTOMERS
Utilizing the digital and retail expertise of
JWT companies, XM Asia and Always.
we are designing an experience to
engage Indosat high-value customer.
We want to make being part of Indosat
high-value customer desirable therefore
engaging them while also attracting
potential high value customers of XL and
Telkomsel.
JWT
XM ASIA

ESSENTIAL
COMPONENTS IN
ENGAGING
INDOSAT HIGH-
VALUE CUSTOMERS
1
2
UNDERSTAND WHO THEY ARE AND
WHAT THEY DO ONLINE
SET-UP RULES OF ENGAGEMENT:
SIMPLE, ENTERTAINING, SOCIAL

1
UNDERSTAND WHO THEY ARE
AND WHAT THEY DO ONLINE
High-value as per brief = ARPU > IDR 150,000, belong in Image Conscious and Infotainment Seeker segment*
WHO THEY ARE
IMAGE CONSCIOUS
INFOTAINMENT SEEKER
WHAT THEY VALUE
SIMPLICITY/ STRESS FREE
WHAT THEY SEEK
EXPERIENCE AS CURRENCY
*Source: Nielsen segmentation for Indosat

1
UNDERSTAND WHO THEY ARE
AND WHAT THEY DO ONLINE
DECIDING THE ROLE OF EACH CHANNEL
Twitter is used to
broadcast message and
drive participation
Facebook is used to
share program and
support community
In addition to Youtube,
Instagram can be used
as another avenue to
ignite activity
Youtube is used to host
videos of campaign
activities
Youtube videos can become shareable content to further drive excitement and participation
*Source: Nielsen segmentation for Indosat

2
SET-UP RULES OF ENGAGEMENT:
SIMPLE, ENTERTAINING, SOCIAL
KEEP IT SIMPLE
KEEP IT ENTERTAINING
KEEP IT SOCIAL & REAL-TIME
Case: KLM Surprise
Case: Oreo Dunk
Within minutes of the Super Bowl blackout,
Oreo tweeted a perfectly zeitgeist ‘Dunk in
The Dark’ ad. The tweet caught fire and it
generated 525 million impressions spread
over 100 countries.
KLM Surprise uses its “social media toolkit” to search for passengers that have
checked in to an airport and deliver personalized gift while they wait for their
flights. By surprising 28 passengers, KLM generated 1 million impressions
spread over 88 countries. All within three weeks, on Twitter alone.

OUR TASK:
MAKE BEING PART OF INDOSAT HIGH VALUE
CUSTOMER DESIRABLE

PRESENTING..

is Indosat reward system for high value customer that is social
at the core.
Using a customized vending machine filled with selected
rewards that only opens with a tweet as its currency.

GET MORE
HOW THIS WORKS
High Value
Acknowledge
our High Value
customer and
give them unique
code & microsite
link through SMS
How To’s
in Indosat
microsite
Go to “GetMore”
machine and tweet
the unique code to
redeem the reward
Enjoy the reward!
Digital
Banner
More people to convert and
be Indosat High Value customer
More Information on
Indosat microsite
The tweets and
our paid digital
media attract
other Indosat
customers +
other provider’s
We’ll use digital banner, media placement, and social media buzz to support the campaign.

AFTER CUSTOMER GET FAMILIAR WITH “GET MORE” SYSTEM,
WE WILL MAINTAIN A MONTHLY HYPE BY GIVING SPECIAL
PROMOS, WHERE MORE FUN ELEMENTS WILL BE INJECTED
INTO THE MECHANISM
Special Promo #1 Special Promo #2 Special Promo #3 Special Pro

ILLUSTRATION: SPECIAL PROMO #1
HOW THIS WORKS
High Value
Knock..knock..
“Assalam
mualaikum”
“Walaikum
salam”
Acknowledge our
High Value
customer and
give them unique
code through
SMS, as well as
the special
promotion
How To’s
in Indosat
microsite
Go to “GetMore”
machine and find the
‘right’ one which contain
the special reward
Tweet the unique
code to redeem
Digital
Banner
Enjoy the
reward!
More people to convert and
be Indosat High Value customer
More Information on
Indosat microsite
The tweets and our
paid digital media
attract other
Indosat customers
+ other provider’s
We’ll record the activity and spread it as a video content through digital sphere, using media
placement, and social media buzz

AMPLIFICATION
HOW TO SUPPORT THE CAMPAIGN
“GetMore, thx for [Starbuck]
[PS] [123XYZ] #letsbemore”
Facebook Ad
Video content from
previous activities
KOL buzz :
“Bahagia itu pas ada vending machine
yg bisa kasih voucher Starbucks cuman
lewat nge-tweet. Cuman di Indosat.
#letsbemore”
Indosat
Microsite
Digital Banner +
Media Buying
Converting to Indosat
High Value Customer

SUMMARY
1
We are engaging high-value customers, defined as users with
ARPU > IDR 150,000, who are Image-Conscious Information
Seeker segment based on Nielsen
2
To engage them we are creating an experience - one that is
simple, entertaining, and social at its core
3
“Get More” - a social media campaign, supported by customized
vending machine, to engage and makes being part of Indosat
High Value customer desirable
JWT
XM ASIA

IM3
LOYALTY
PROMOTION
Through our worldwide network of
communication experts, we identified
four key elements of an engaging
loyalty program: a solid platform, a
compelling idea truthful to the brand,
creating excitement, and generating
interest with a communication strategy.
JWT
XM ASIA

CHALLENGE (IN BRIEF)
Need to be aggressive on exposure as a youth
brand but has to be mass product for acquisition.
DISCOVERY
Youth Brand VS. Youthful Brand
A youth brand is a brand that only appeals to youth. A Youthful brand, on the other hand, is a
brand that embodies youthful attitude people of all ages can aspire to. IM3 is shifting from a brand
that only speaks to youth to a brand that speaks to those with a youthful mindset.
The Rise of Play
This is a rising marketing trend in which brands are integrating playful mechanics into a nongaming
context to drive participation, improve engagement, and build loyalty. Play is not just for
the young, it’s for the youthful at heart.
VW “Fun Theory”
Nike “FuelBand”
Magnum “Pleasure Hunt”

IDEA
Creating a solid platform that would allow
user earning and spending points at a portal.

CREATING YEAYGROUND!
How this works
1 2 3
+10
indosat.co.id
Earn points simply by
registering or logging in via
social media connect
Contact us Track Help Setting
Choose from many different
categories to earn points
Look out for the stars which
are cues to points to earn.
-6
Share +2
Skype
Bareng Idola
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4 5
Cloverfield88
Profile:
Total
Points
35
Redeem
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Users are able to
tracked their points
on their profile account.
Spend the points on exclusive
rewards
6
Ayo kumpulin points nya dan nikmati beragam rewards cuman
dengan nge-share!
Fun is the new currency.
More copy please help!
Full of rewards. Full of Fun.
Cuma di Indosat YeayGround!
www.indosat.com/yeayground
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Once redeemed,
an automated post will be
made to the user’s social
media account and user will
get points just for redeeming
and sharing.

USER JOURNEY
ATLs
(TVCs,
Print Ads,
OnGround
Activation)
Activate the
starter pack
or
Top-Up
Digital banner
User
Home Page
Sign Up / Login
(Social Media Connect)
YeayGround
Content
Social Media
Buzz
Media Buying
Engage the
content
Attract other
users
Auto share
Redeem
Points
(Music, Gift
card, Vouchers,
Merchandise,
Special Events)
Earning
Points
(Registering,
Digital Top-Up,
Do Quiz, Share
contents, Likes/
Dislikes,
Uploads)

SUMMARY
1
2
3
A solid platform and infrastructure that will house IM3 loyalty program.
Become a youthful brand that speak to everyone with a youthful
mindset and integrate an element of play. A compelling idea
truthful to IM3: “YEAYGROUND”.
Create engagement and excitement with an “earn & spend”
rewards system.
4
Generate awareness and interest with a communication strategy.
JWT
XM ASIA