Telkomsel

Safetainment

SUMMARY

Promoting brand awareness through contextual moments

THE CHALLENGE

More than 5 million riders go back to their respective hometowns from the big cities during “Ramadhan” period. These travelers cover 525km in 48 hours on average. Most of them forget that the most important thing during these long travels is the resting period in between.

THE INSIGHT

According to the Indonesian Police Department, they want travelers to rest every 42 KM. (Police Department analytics 2015).

According to Rifat labs, 10 minutes of rest is the ideal duration for rider’s concentration and muscle flexibility.

THE SOLUTION

• We created 30 stop & rest points with free internet along the longest highway (Pantai Utara) from Jakarta to Bali.

• We created a digital video sitcom that is so funny and engaging enough so that riders would be curious enough to stop and watch the series.

• We plotted the series so that the storyline would be about the rest areas that the people would be stopping on.

• With 30 episodes in total, the sitcom accompany riders through 1,290km of journey

• Each episode was geo tagged to each stop & rest point so that the riders could only watch it during the resting time and each episode at a specific location

THE RESULTS