Telkomsel POIN
How do we get people to spend their loyalty points during unprecedented times?
Background
Telkomsel POIN is a loyalty program from Telkomsel (Indonesia’s biggest telecommunication company). As a rewards program, Telkomsel POIN offers mostly tactical rewards – that are mostly beneficial if you’re out shopping and eating out. During the pandemic, POIN wants to get people to spend their points despite mostly staying at home.
The Thinking
Revisit the segmentation of Telkomsel POIN and create offers that are relevant given the current situation. Then, instead of framing POIN as a loyalty program, we framed it as a “virtual festival” that celebrates people’s positive vibes, encouraging them to spend their loyalty points to do good and have fun.
The Idea
To the point (TTP) festival is Telkomsel’s first ever virtual “point festival”. With as little as 1 single POIN, participants can choose to exchange their points for various activities – ranging from giveaways, e-commerce, donation to watching a virtual concert.
Results
Exceeded redemption target by 202%
20 million points redeemed for donation
Acknowledgements:
Year
2020
Client
Telkomsel
Creative Team
Afianto Makmun
Okka Mahendra
Kevin Kristianto
Batara Bayu
Account Team
Achmad Gazali
Pianky Patricia
Pianky Patricia
Strategy Team
Daniel Siswandi
Athia Fadhlina
Athia Fadhlina