Telkomsel by.U Boooleh Tau
Client
Service
Industry
An empathy-driven Ramadan campaign that redefined omnichannel marketing.
Agency
Scope of Work
- Campaign Strategy
- Omnichannel Marketing
Challenge
In a market full of promos, by.U chose presence over volume.
Every Ramadan, telcos flood the market with endless discounts. But Gen Z, the heart of by.U, had grown tired of generic deals. The challenge was not to shout louder but to connect deeper. We saw an opportunity to help by.U move beyond promos, showing up as a brand that listens and builds genuine relevance through empathy while driving full-funnel mobile engagement.
Boooleh Tau was born to go beyond listening, embracing Gen Z’s uniqueness in all its forms and standing by their side.
Gen Z is emotionally expressive and culturally fluid. During Ramadan, they want to live it in their own way, yet often face judgment: “Why are you fasting like that?”. We turned this truth into Boooleh Tau, an invitation for Gen Z to bravely express Ramadan their way. To make it real, Orca collaborated with Flock. While Flock crafted the key visuals, Orca brought them to life through an omnichannel experience across digital content, DOOH in Taman Literasi Blok M, and offline activations.
From social scrolls to everyday touchpoints, making Gen Z feel Ramadan their way.
Boooleh Tau began in the most intimate space, their social feeds, where creators amplified the message that Gen Z deserved to live and celebrate Ramadan in their own unique way. These were not ads but stories Gen Z related to, amplified with Spark Ads and creator whitelisting. Beyond social, we reached them wherever they spent time digitally, placing by.U ads on Muslim Pro, Vidio, and even gaming apps during key Ramadan moments.
The campaign went off-screen, yet stayed connected through mobile.
As Gen Z moved through their world, so did Boooleh Tau. In high-traffic youth areas, digital out-of-home screens carried the same reflective Ramadan questions. They were more than billboards, they became emotional pauses in public spaces. Some smiled, some stared, some pulled out their phones in curiosity, and many followed the journey from the street straight into the app store.
Together with Menjadi Manusia, we launched offline activations: Bukber with Strangers and Luapin Emosi booth.
While iftar with friends often turned into flexing moments, our Bukber No Pressure with Strangers offered a refreshing twist, proving that Gen Z could enjoy iftar with new people. At M Bloc Space, the Luapin Emosi booth gave youth safe spaces to express their feelings, right at the heart of Gen Z’s cultural scene. These moments fed back into by.U’s mobile experience, where AppsFlyer optimized media and personalized journeys. In the end, mobile became a space where Gen Z felt accompanied, not chased by a brand.
Result
Boooleh Tau redefined Ramadan telco marketing by shifting from price wars to emotion-led omnichannel storytelling.
By uniting UGC, creators, DOOH, and offline activations, by.U built an authentic and consistent presence that Gen Z could feel, not just see. The campaign proved that true innovation lies not only in media selection but in creating one emotionally resonant brand journey across every channel.
Impacts
154%
Increase in sales
135%
Revenue growth
