Background

When it comes to mobile numbers, good numbers sell faster. While the ugly numbers are often left undesired and unsold. The brief was to boost considerations for the ugly numbers while also increasing brand relevance. The pilot project was launched in 10 official stores across Jakarta. The budget was $10.000, it covered everything from the design to the media placements for amplification.

Describe the creative idea (40% of vote)

Humans have the tendency to seek meanings in everything, so we uncovered some meanings in ugly numbers using phonewords. E.g.: 08XXX72632 —> 08XXXPANDA By doing so we reframed the numbers from ‘ugly’ to ‘good’ and helped new customers see the appeals. Each number was also given a one-of-a-kind packaging that represents the meaning. The reframed numbers were re-released in stores, where most of the new customers purchase new numbers. We also promoted the campaign via digital videos and posters to extend the reach beyond store areas and maximize awareness. The intention was not for Telkomsel to reframe every single ugly number out there, but rather providing references to inspire customers to do so themselves.

Describe the execution (40% of vote)

We decided to have fun and be experimental with the look, just like how a makeover is supposed to be. We use whimsical graphics to illustrate the meaning behind the number and apply red, the brand’s identity color, across every design. The number is made prominent with bold typography. All of the graphic elements also play with texture to elevate the minimalist approach. The packaging is also an improvement from the existing packaging, the shape is more playful with rounded corners, the paper is textured and heavier, and the folding is simplified.

List the results (20% of vote)

The reframed numbers finally met their owners. Thousands of consumers were exposed to the campaign and have their perceptions challenged. Unofficial stores even adopted the phoneword method to promote their ugly numbers.