The Brief

To gain positioning as ‘The best in class data service provider’, Tri focused on building a unique Infrastructure consists of a strong 3G network as its core with Innovative products & service designed to complement each other to give Tri users the best data service experience. This is what we called Tri ecosystem and to communicate this is a challenge. The easiest way to communicate about Tri ecosystem is through traditional media. However, it is already a cluttered medium to raise awareness and lack of credibility in the eyes of our target audience.

Describe how the promotion developed from concept to implementation

We created a show in 33 cities called 3030: The future is here. It’s a unique collaboration of Arts,3D holographic,3D mapping,laser,local comedy,dance,and other breakthrough innovation. With 6-10 days event,35 to 50 shows per city and 24 talents. It's something that has never been done before by any brands, it’s a new medium to showcase Tri ecosystem story. It’s a free show, only selected segment are invited; 18-35 yo, SES AB, internet & social media active. To reach them, Tri use Community Influencer Agent (CIA) to promote the event through social media, and to filter the audience.

Describe the success of the promotion with both client and consumer including some quantifiable results

3030 is held in 33 cities across Indonesia until the end of 2014, and by far we have successfully drew massive attention in 22 cities with 448.800 audiences and counting. Tri brand awareness increased significantly and become the highest TOM awareness in the mobile Internet category, accompanied by the increasing number of Tri mobile internet users. Surprisingly with 0% spending on TV since August ’13. We’ve not just created a show. We had broken the boundaries of traditional medium. We’ve created a new medium to reach our Target Audience.

Explain why the method of promotion was most relevant to the product or service

Internet is something that invisible, it’s difficult to differentiate something that is invisible. Meanwhile Tri aim to give the best data service experience and make people’s life easier through innovative Tri Ecosystem. To communicate this, we believe a unique consumer experience is a must because conventional medium is too cluttered. Hence, we create a new medium to showcase Tri ecosystem story through 3030 show. With 3030 show, we created an engagement through social media and offline activity.