Leo Burnett Kreasindo Indonesia (LBKI) has been awarded the
KartuHalo SIM card account belonging to Indonesia's leading cellular
operator PT Telkomsel.
LBKI clinched the deal after a competitive pitch with four other
agencies - PT Indo-Ad, Ammirati Puris Lintas Indonesia, Adwork! Euro
RSCG Partnership and FCB/Advis. The account was previously handled by
Inter Admark.
LBKI chief executive officer, Berndt Soderbom said, "We were able to
demonstrate our understanding of the local information industry and
where the client's product is in the market today."
The agency was in a strong position to come up with the right strategy
to take the product further into the future.
As the core creative concept, the agency focused on "humanising the
technology" to make KartuHalo a part of consumer's everyday life.
"We focused on the message that the card connects people to the world
through the different applications provided by the card within the
mobile phone.
"Wherever they are, they are only a card away from the whole world,"
said Mr Soderbom.
The client's brief was to build the business from a position of market
leadership into the future by targeting new and existing customers.
Details of the marketing campaign have not been worked out but media
strategies will target all above-the-line channels, including talk shows
and interactive media.
KartuHalo's features include voicemail, SMS, call identification and
international roaming in 50 countries.
Last year, Telkomsel spent Rp 10 billion - half of its total advertising
budget - on building the KartuHalo brand.
