Burnett Kreasindo wins KartuHalo SIM account

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