Sphere No.48 (Jan 2020)

3 Indonesia harnesses the creativity and energy of Indonesia’s youth through artistic leaders in high schools and universities. Sphere #48 2020 23 >> Hong Kong heart-throb Hong Kong chooses to connect to its preferred customers through a special programme similar to Ireland’s 3 Plus: the 3 Supreme. The big difference is that 3 Supreme focuses on one Hong Kong hitmaker with a range of dimensions to his persona that connects with Hongkongers – a plus plus performance! Hins Cheung is a phenomenon whose musical talent enlivens 3 Hong Kong’s brand message in two TV ads. One ad sees him and his clones roaming the world with his 3 Getaway travel package featuring his hit song with new lyrics. The second has him showing the life of 3 Supreme members, with their elite status giving customers access to his trademark restaurant. Music goes with the other great Cantonese passion – food. At Junon, Cheung’s baroque dinner and music club, 3 Supreme’s top customers snapped up limited tickets to dine and enjoy performances with legendary bossa nova singer Lisa Ono. This 3 Supreme good life was enjoyed over a menu prepared by Michelin three-starred chef Bruno Ménard. 3 Supreme also includes a VIP service. Musical brand ambassador Cheung was game to try the job of 3 staff, dealing with 3 Supreme customers and giving them the royal treatment in a light-hearted video. This association with the baby-faced star and his diverse fan base, strengthens the 3 brand with young consumers and hip, mature elite customers. Post-paid churn rates have improved year-on-year in a highly competitive market, a tangible result for this marketing alignment. Young and strong Indonesia On the other side of the world, 3 Indonesia has its heart set on music and reaching the youth of a young and huge country. Where Ireland is an intimate hothouse of creative genius, Indonesia is massive. It is the world’s fourth most populous country with over 270 million citizens. As of 2017, the median age was just over 30 years old. That means that more than half the country, or over 135 million people, is under 30 years of age. For the young people of Indonesia, music, connections and media figure large in their lives. 3 Indonesia set out to harness the creativity and energy of this demographic through artistic leaders in high schools and universities. This demographic may have limited income, but they are heavy users of Internet data and prioritise it in their spending decisions. They are proud product advocates who influence up-and-coming consumers and even lead their elders in decision-making. A series of nationwide efforts has brought 3 into the hearts and lives of young people through two connected campaigns. The Sound of Tri music competition and its sister campaign, the Creator Reborn series, lead to a one-day creative extravaganza, Bima Day. The Sound of Tri winners come from all over the archipelago nation of Indonesia and reflect the diversity of its youth. Hins Cheung’s appetite for music, food and life harmonises with the 3 brand and its customers (left). 3 Supreme patrons connect over Michelin-chef meals and world-class singers at Cheung’s baroque dinner and music club (right).