| Titre | Langit Musik App |
| Agence | Publicis Sapient |
| Campagne | Langit Musik App |
| Annonceur | Telkomsel |
| Marque | Langit Musik |
| Date de première diffusion/publication | 2017 / 10 |
| Secteur d'activité | Sites de loisirs & divertissements |
| Philosophie (langue originale) | Fifty percent of Indonesians are under age 30; the biggest users of social media on the planet. But they’re known for swapping SIM card brands based on offers. The goal was to tap into that millennial market’s love for music and create service to drive brand and data usage loyalty. After intensive research, music’s heavy social relevance became clear. Therefore, the app would highlight things that Indonesians love about music culture. We realized that to succeed it would have to become a larger immersive and connected experience Features and functionality were key. We created user-generated #tagging, crowdsourced stations and live national trending maps for a more connected experience. Playful features like synchronized lyrics and scratch-able dial controls tailor to a karaoke-obsessed culture. |
| Problème (langue originale) | Our challenge was to create long-term brand loyalty in a market conditioned to choose affordable, short-term options. The majority of Indonesian pre-paid users regularly swap SIM cards based on offers. Telkomsel wants to disrupt that cycle by tapping into a passion point, like music. Rather than promoting only the latest cheap deal, this will create a loyal data customer base while reducing campaign costs. |
| Résultat (langue originale) | The end-results were one million downloads in just five months with 84% demonstrating daily use; a level of loyalty never experienced by Telkomsel before. |
| Type de média | Etude de cas |
| Longueur | |
| Directeur de la création | Claire Waring |
| Experience Design | Yiwen Li |
| Experience Design | Jue Lu |
| Visual Design | Bert Koh |
| Development | Kaushik Das |
| Responsable client | Virginie Pontruche |
| Responsable client | Chris Murphy |
| Chef de projet | Rex Ai |
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