Okay, as I have wrote on my previous post about counter marketing, there are two Indonesian GSM providers who are currently involved in a marketing battle. I promised about posting a picture of a counter claim from Xplor whose image has been soiled by Indosat’s effort to gain a market share. First of all, Indosat put up this billboard complete with a plethora of similar TV and print ads.
The wording on the billboard means (loosely): Anything cheaper (tariff)? With Rp. 0 (free) next to the lady’s head. Then there’s the usual misconception problem about the ad as people accuses Indosat for making a misleading information. First of all, the Rp. 0 (free) is a tariff scheme whereby you used Rp. 5000 and you will get a free Rp. 5000 for the next one call on the same day. The call also only applicable for the same operator. The problem is that Indosat put up Rp. 0 that implies the call is free although it’s not, and a lot of people thinks it’s free.
Furthermore, the ad is a counter marketing for Xplor’s (another GSM provider) Rp. 1/second promotion. Xplor has this promotion of Rp. 1/second, and Indosat anything cheaper notion is specifically aiming at Xplor’s marketing effort. As I have mentioned on my previous post, this move is enough to send Xplor up in flames and decided to do a counter marketing. Then, Xplor made this billboard and its many variations through tv and print ads.
The wording on the billboard means: empty barrel sounds loud when hit… A famous Indonesian phrase hinting at those who exuberantly exaggerate things. In this case, the Rp. 0 Indosat claim is just one big bag of hot air, because it is not a tariff, it’s a bonus. I used Indosat as my personal GSM provider, but I do however side with Xplor on this… Indosat doesn’t have any “smart” thing to say about this, because Xplor is right. Rp. 0 is not tariff, unlike Xplor’s Rp. 1/second. Because the real Indosat tariff is around Rp. 8 /second, and after a cumulative of Rp. 5000 is amassed then the user got their bonus free call for Rp. 5000 duration.
If you guys take a look closer at the wording under the girl who sits on the barrel is the Rp. 0 crossed out with font and visual styling of Indosat’s original Rp. 0 ad.
Indosat… Shame on you… Xplor, I have your back… I’m still keeping my subscription though, even though Indosat is expensive, my number has flew around the world.