TelkomselThe Most Important Unimportant Call
Hakuhodo International Indonesia / Hakuhodo Digital Indonesia
Young adults in their productive years often underestimate the importance of a phone call with their parents. Instead of answering the calls, they take things for granted.
Knowing that regret is a powerful trigger for action, Telkomsel used National Father’s Day as a moment to deliver a wake-up call through an emotional film showing a girl chatting with her dad, only to reveal she’s speaking to an AI version of her late father. We used the voice clone of AI-Yah (“AI Father” in Bahasa Indonesia) and incorporated it into our targeted ads.
Within a week of the campaign, we garnered total reach of over 3.8 million, over 7.4 million total impressions, were covered by 81 major publications, and garnered 5.5 billion IDR in PR value. From over 200,000 engagements, more than 11% of the youth decided to call their parents after seeing the campaign.
Awards
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2025 The Drum Awards Marketing APAC: 1 Silver (Consumer Tech), 1 Bronze (Social Media)
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2025 Asia Pacific Tambuli Awards: 1 Grand Prix (Builders of Society: Family Centered Brand)
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2025 WINA Awards: 3 Silver (Media: Digital Platforms; PR: Corporate PR; Content: Digital)
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2025 Mob-Ex Awards: 2 Gold (Best Insight Driven Mobile Campaign; Best Use of Video) 2 Silver (Best Mobile Viral Marketing Campaign; Best Use of Social Channels)
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2025 MARKETECH APAC NEXT Awards Asia Pacific: 1 Gold (Most Innovative Video Marketing Campaign), 1 Silver (Most Innovative Consumer Insights Marketing Campaign)
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2025 MARKETING-INTERACTIVE Marketing Excellence Awards Indonesia: 2 Gold (Excellence in Consumer Insights/Market Research; Excellence in Social Media Marketing)
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2025 Luum Awards: 1 Silver (Essence of Message: Family Value: Film)