Arc secured the account, termed as 'marketing public relations', after a pitch that also included Marcom X, IndoCognito PR, IK Pro and StratCom Communique.
It marks the first time that Indosat has retained an agency for this segment of its marketing communications business.
It marks the first time that Indosat has retained an agency for this segment of its marketing communications business.
The new campaign encompasses viral, advertorial and internal communication, in a bid to push Indosat's new 'Punya Indosat' brand positioning, which translates to 'Owned by Indosat'.
The communication also looks to build awareness of icons representing four features: freetalk, flat tariff, personalised ringback tone and talking SMS.
Arc created four executions for each of the icons, via a viral email. "Internet usage in Indonesia has been on the rise within the last few years and is fast becoming a powerful medium in disseminating engaging information," explained Arc Indonesia director Andri Lesmana. "We believe the Indosat viral email will bring excitement and strong awareness among Indosat's affluent base and other potential consumers."
Indosat's prepaid brands include Mentari, IM3 and StarOne. The campaign comes as the Indonesian telecommunications market continues to see aggressive growth.
According to IDC, the market is expecting a 17 per cent increase this year, to reach a total value of US$2 billion — compared to a regional growth rate of seven per cent.
