Holding unto market opportunities and dynamics, two leading voice and data telecommunication providers (Smart and Fren brands) recently join forces under Smartfren brand name.

The merged brand offers and fulfills Indonesian’s rapidly-growing and highly demanding youth and business market segments for wide range, reliable, high speed data and quality smart communication solutions. Being a CDMA player in a GSM-dominated market, Smartfren intends to break the market clutter with breakaway brand strategy, direction and idea that would ensure immediate recognition and impact.

The strategic challenge in this transformation is to inspire the diverse market segment, with uniquely vibrant psychographic profile, yet retain its high appeal to business people with a completely different profile.

Next is how to unite and leveraged the brands’ equities and strengths (products and services) under one clear, simple and adaptive brand architecture to accommodate future product brand extensions. Last is how to complement the new business direction with a distinct, standout and breakaway brand idea and strategy that would spearhead the newly merged brand in breaking the telecommunication market clutter in Indonesia.

The proposed solution is comprised of two main strategies consisting of a solid brand architecture that allows for future development in two categories (voice and data), as well as an aspiring vision.

This strategy is complemented with the proposed brand vision, direction and premise that capitalised the merged brand names (Smartfren) and its apparent meaning (a smart friend) while re-orienting the brand focus to its diverse customers. This gives birth to its new brand premise: live a smart life with a smart companion that elevates and enriches you with smart communication solutions and smart experiences in your life.