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#MarketingEventsAwards 2020 highlight: Telkomsel takes a different turn to consumers' hearts

#MarketingEventsAwards 2020 highlight: Telkomsel takes a different turn to consumers' hearts

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Coming in as a finalist in the Best Consumer Event: Esports and Best use of Multi-Channel Marketing at the recent Marketing Events Awards is Telkomsel and Lintas Yasan Adara and its Ramadan campaign.

Indonesia has the world’s largest Muslim population, and Ramadan has always been a special month. It is the time when Indonesians practice selflessness and do goodness - prioritising their faith, loved ones and charity. However, in 2020, COVID-19 threatened this Ramadan spirit. As financial security became a major concern of many Indonesians and prediction of increasing cases during Ramadan, Indonesians started entering self preservation mode.

Challenge

Due to significant increase of data and telecommunication traffic during Ramadan, traditionally there was stiff competition among telecommunication providers to get new users and increase their sales. Facing this crisis head on, Telkomsel, a leading digital and telecommunications provider, chose to shift its focus to supporting the society.

Customarily, Telkomsel delighted its loyal customers and incentivised purchase through its loyalty program offering different types of rewards during Ramadan. This Ramadan, Telkomsel changed the concept of this loyalty programme with activities and features to support Indonesians in observing their Ramadan.  

Along with Lintas Yasan Adara, the teams identified two challenges:

  • How can Telkomsel position itself and its loyalty program in this situation?
  • How can Telkomsel get more people to download and use MyTelkomsel app to help them ‘save’ Ramadan?

For Muslims, Ramadan is a month of victory because it provides the chance to get divine blessings and renew life and faith in goodness.

With statistics showing that COVID-19 cases would keep increasing, people were starting to feel helpless. Placing importance on rituals, the restrictions on public gatherings left them unsettled if their ibadah (servitude) could be completed.

Strategy

Choices during Ramadan are an important part of Indonesian consumers’ spiritually as Ramadan presented a chance for them to renew their faith and be closer to god. Beyond its rituals such as fasting and mass prayer, at every moment during Ramadan, Muslims have to make either one of two choices: do they choose goodness and prioritise their faith, or do they choose evil and prioritize their desires?

Based on this insight, the team set itself on a mission to remind Indonesians about the essence of Ramadan and help Indonesians to successfully achieve goodness in tough situations. This required the brand to also shift its loyalty program paradigm.

It reframed its loyalty program, from Telkomsel loyalty program to Ramadan spirit loyalty program powered by Telkomsel. With this shift, the brand positioned itself as an ally to help Indonesians work together to reinvent ways to keep doing goodness even while staying at home.

The team kicked off this initiative by launching the campaign “Terus Jalankan Kebaikan Bersama Telkomsel” (Keep doing Good, together with Telkomsel). In this campaign, consumers were urged not to give up and make this Ramadan feel more meaningful by doing good deeds in different ways.

True to this, it also changed the way it operated by working together with other companies and bodies to support those observing the Ramadan. Some examples of this was through:

  • Working together with leading e-commerce, food delivery service and digital payment companies, Telkomsel rewarded transactions done by users to fulfill their daily needs
  • Working together with content providers, Telkomsel provided easy access to religious content and rewarded users for using it
  • Working together with charity bodies, Telkomsel made it easier for its users to donate, just by redeeming their points.

The team also repurposed MyTelkomsel app as the hub of its campaign. Beyond transactional purposes, users were actively invited users to explore and use other features to help them do good things for themselves and others.

Execution

Phase 1: Different ways of doing goodness, the same Ramadan blessings

Telkomsel kicked off the campaign with a TV spot a day before Ramadan commenced to uplift the mood and resolve worries regarding Ramadan. Launched in national TV channels and on its own Youtube channel, the campaign showed different people who chose to celebrate Ramadan differently making use of features enabled by Telkomsel through MyTelkomsel app. This could be by sending phone/data credit to others, shopping to share or redeeming their points for donations.

The spots ran during moments when people most likely thought about Ramadan such as suhoor and ngabuburit (a few hours before breaking fast). This TV spot was also supported by selected built-in TV segments in popular TV programs that delivered spirituality themes to inspire people to stay spirited celebrating Ramadan at home and educate people about MyTelkomsel features that supported people to keep doing goodness.

On digital channels, banner ads and contextual ads were run targeting mainly Telkomsel users to communicate that beyond transactions, users could use MyTelkomsel to fulfill their Ramadan needs in a convenient way. On Telkomsel’s owned channels, content was created to educate and inspire people from the comfort of their homes.

Phase 2: Let’s do good deeds together

In this phase, the telco motivated users to make use of features in MyTelkomsel app. Social media was used to invite users to download or use MyTelkomsel app and in-app communication was pushed to remind people to use the features.

Besides content to nurture their faith during Ramadan, prayer reminders were also incorporated in MyTelkomsel app to ensure consumers wouldn’t miss their prayers even if they were not able to go to mosque. Telkomsel urged users to donate the Telkomsel points they collected to help people affected by COVID-19 and the poor.

To incentivise people to practice their faith more diligently, Telkomsel  also conducted ngaji (reciting Quran) for donation events, in which every ngaji could be converted to donation.

Working together with e-commerce platforms, Telkomsel enabled users to send parcels to others just by redeeming their Telkomsel points.

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Results

The campaign ran from  April to  May 2020. From February to April 2020, there was a 22.4% increase in the number of app downloads and a sharp increase of 204.5% of active users. This number signified that through the rallying message and concrete activities to keep doing good, the campaign managed to draw interest to download the app and they were engaged with the activities and features provided by the app.

The campaign also managed to get 12.9% increase in people who redeem their points and 51.8% more points burned compared to the period before the campaign (figures were based on average daily comparison). Several bursts of number of redeemers and point burns were noted when we did post notifications and in-app banners in MyTelkomsel app.

Although Telkomsel did not set sales as its key performance indicator, it noted that there was a 34.7% increase in transactions during the campaign period.

 

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