Langit Musik - "Langit Musik App"

Publicis Sapient

Publicis Sapient Boston, 美国

5979

品牌: Langit Musik
国家: 美国

广告主: Telkomsel

标题	Langit Musik App
广告公司	Publicis Sapient
广告战役	Langit Musik App
广告主	Telkomsel
品牌	Langit Musik
首次发布日期	2017 / 10
行业领域	在线休闲及娱乐服务
哲学 (原始语言)	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.
问题 (原始语言)	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.
结果 (原始语言)	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.
媒体类别	案例研究
长度	109 seconds
执行创意总监	Claire Waring
Experience Design	Yiwen Li
Experience Design	Jue Lu
Visual Design	Bert Koh
Development	Kaushik Das
客户主管	Virginie Pontruche
客户主管	Chris Murphy
项目经理	Rex Ai