Cannes Lions

In Sheep's Clothing

M&C SAATCHI, Jakarta / TRUECALLER / 2022

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Case Film
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Overview

Entries

Credits

Overview

Background

Indonesia deals with the highest number of spam calls in the Asia region and is ranked 6th in the world. The average number of spam calls a mobile phone user in Indonesia receives in a month is 18.3 – that’s more than one spam call every two days.

Strategy

By permitting spam calls, we are encouraging individuals and businesses to prey on our insecurities. The idea behind our campaign was to alert people about the menace so that they do not fall prey to it. We established that Truecaller is the critical difference between a trusted caller and a caller who intends to harm you.

Execution

The campaign started with a series of TVCs that was run for a period of 6 weeks on television, including a League 1 sponsorship, as well as on social media channels such as Instagram and YouTube.

We hosted a Livestream on Instagram Live to share awareness about the danger of the spam call.

Created quizzes for mobile users and gave away prizes to the winners.

Invited people to do #SpamDanceChallenge and post it on Instagram and TikTok.

Outcome

78 M people viewed the campaign on TikTok

38 M people viewed the outdoor campaign

36% - 53% increases in total awareness within 6 weeks of the campaign

42% user growth

Download Rank move from #250 to #30

Top-grossing apps rank move from unranked to #2 in Google Playstore

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2023, TRUECALLER

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