Why is this work relevant for Direct?

We target new consumers directly by showcasing the reframed numbers at Telkomsel official store, it’s the go-to place for consumers to purchase new numbers.

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.

Describe the creative idea (30% 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.

Describe the strategy (20% of vote)

Telkomsel official store is the go-to place for new customers to purchase a new number, in order to attract them we showcased the numbers in the stores. The greater goal was not for Telkomsel to reframe every single ugly number out there, but rather providing references to inspire customers to do so themselves. Hence we also promoted the campaign online to extend the reach beyond store areas and maximize awareness. The call to action was “see your number differently”.

Describe the execution (20% of vote)

The campaign distributed 50 numbers to 10 official stores across Jakarta within 2 weeks. We also promoted the campaign beyond the store area using digital videos and digital posters.

List the results (30% 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.