mobile marketing in Indonesia – a case study from an existing client

Client: leading motorbike manufacturer in Indonesia

Objective: supporting media to create a unique way in order to complete pre-launch activities series using new media and generate database

Target: youngster, new jobber (18-35 y.o)

Concept:

• Create a PR stunt supported by girls in a bike passenger suit
• Girls will give out their ‘name cards’ with their mobile numbers in malls, campuses, and biker hang out places
• 2 type of responses are expected from this stunt;
  • SMS directed to the girls; All SMS will be replied with generic message, but its editorial will follow the way youngsters talk via SMS. Start to tease soon to be launch product by announce URL for pre launch website
  • Call-in; All calls will be answered by generic voice-mail

Execution:

• Based on client’s consideration on contra-productive effect of mobile marketing based on the proposed concept, a name card design changed from a usual ‘model’ name card without any client’s branding and product info into a mini flier that have client’s branding and URL to pre-launch website
• SMS reply also change from a regular youngsters text copy into a hard sell copy mentioning about new motor-bike technology

Result:

• 5% SMS penetration
• 1% Call in
• Buzz in motorbike community in Indonesia
• Average 1500 visitors to http://www.motorimpian.com

Consider major changes from its original concept from a ‘model’ name card to a mini fliers, penetration was not bad at all (compare to SMS broadcast penetration ~10%).
Most important part will still need to be done; follow ups and create a relevant messages to people who interested to the product.

10 reasons why google should open their office in Indonesia….

1. They good on data-mining, Indonesia doesn’t have accurate integrated information in www
2. They can help Indonesia to make a working standard for citizen’s ID
3. Google powerful solution will be more accessible because only use local bandwidth
4. Huge home industry potential that will be well exposed by Google applications
5. Google solve problems, Indonesia has so many….
6. Indonesia will be the next super power country; human resource potentials and huge natural resources
7. Integrating IT in Indonesia like google do in www will potentially help to reduce corruption, because computer programs doesn’t like money and always present the truth
8. Big potential for mobile penetration (30% mobile connectivity on 2007, 75% mobile connectivity on 2015)
9. Google powerful PCs farm solution can be a standard to developing country like Indonesia
10. There will be an internet new users booming in Indonesia because of rapid mobile network development