ADVERTISING CAMPAIGN OF SIMPATI TALK MANIA

Telkomsel is biggest provider cellular in Indonesia. There are 3 main product of Telkomsel, they are Simpati, Kartu AS, and Kartu HALO. Now, Simpati released new program that is Simpati Talk Mania.
Simpati Talk Mania have two program they are Simpati Talk Mania TM ON and Simpati Talk Mania Gift. To building loyalty and to encouraging purchase, Simpati apply advertising strategy. That advertising strategy include ATL (Above the Line) advertising and BTL (Below the Line) advertising.

ATL (Above the Line) include :
• Commercial on television which show in television every day for 3 month since 5 Januari 2011. This advertising can we see since 6 am until 8 pm every day. The audience of this advertising is wide audience, nearly every one.
• Simpati use OOH (Out of Home) advertising like roadside panels and transit advertising.
• Simpati also use printed media advertising like newspaper and magazine to promote their advertising.

BTL (Below the Line) advertising include :
• Internet Media Site. Simpati has promote their new program in internet site. This is the one of Simpati advertising in internet media site.

Thats advertising strategy to reach the target market of Simpati, there are students, employers, teenager, and adult.
The conclusion is Simpati use good strategy to reach their target market, and apply the strategy well.