Titled ‘3030 Show’, the event revolves around “elders” from the year 3030 who send high-tech troopers back in time to help the current generation realise a digital future. The nationwide project, which aims to reach 40,000 consumers, involves a host of performances and technologies that showcase the company’s internet services. Hutchison will be displaying its products in an exhibition area beside the event.
Recently, the privately owned mobile phone operator said it was on track to acquire 13 per cent market share in the telecommunications sector. Telkomsel is the largest telco in Indonesia, followed by XL Axiata and Indosat. Hutchison, Indonesia’s youngest telco, has positioned itself as a “serious data player” and sees tremendous business potential.
The events-driven campaign is the work of Digimagic, a multimedia communications company. The campaign does not include accompanying above-the-line elements.
“Hutchison is targeting data users and professionals comprising the same demographic as smartphone users," said Donald Lim, CEO of Digimagic. "Digimagic’s solution leverages on their engagement with and appetite for futuristic technologies and mobile data services.”
The company held a trial run in July, and the show has since travelled to several cities. In each city, the show runs for five to seven days, depending on the city’s size. The aim is to have five shows per day on weekdays and seven shows per day on weekends. The campaign will run until mid-2014.
Digimagic, a one-stop agency that combines communications and design consultancy, has outsourced the event to local events companies and spent several months training the technical teams travelling with the roadshow.
For Hutchison, social media is the most important metric. Although Lim doesn’t have data yet, he believes the impact will be huge. Lim said the event has been so successful that people are selling tickets, even though the event is free.
Hutchison is a part of Hutchison Whampoa Group, which operates in Indonesia, Vietnam, Sri Lanka, Australia, Austria, Denmark, Hong Kong, Ireland, Italy, Macau, Sweden and the UK.