Langit Musik - "Langit Musik App"

Publicis Sapient

Publicis Sapient Boston, United States

5978

Marka: Langit Musik
Ülke: United States

Reklamcı: Telkomsel

Başlık	Langit Musik App
Haftanın	Publicis Sapient
Kampanya	Langit Musik App
Reklamcı	Telkomsel
Marka	Langit Musik
İlk Yayınlanma Tarihi	2017 / 10
Sektör	Online Leisure & Entertainment Services
felsefe (ana dil)	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.
Sorun (ana dil)	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.
Sonuç (ana dil)	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.
Medya Türü	Case Study
Süre	109 seconds
Yaratıcı Yönetmen	Claire Waring
Experience Design	Yiwen Li
Experience Design	Jue Lu
Visual Design	Bert Koh
Development	Kaushik Das
Müşteri Süpervizörü	Virginie Pontruche
Müşteri Süpervizörü	Chris Murphy
Proje Sorumlusu	Rex Ai