For Tri in Indonesia, we heard how 2023 was a delicate balancing act between necessary telco price increases and Tri’s reputation as an affordable brand among its mostly Gen Z customer base.

The answer, Tri believes, is flexibility. Recognising the habits and “own rules” of its digital native customers, Tri launched ‘Happy Flex’ in 2023 to meet their customers’ dynamic digital needs.

So what is Happy Flex? Well, a way for customers to set their own quota and active period data package. Through a multi-channel, social media-heavy campaign, Tri gave customers the chance to do things ‘As I Like’, which became the much-shared slogan.

As a result, Tri won 5 digital marketing awards in 2023. And in 2024, Tri plans to reach into rural areas of Indonesia, expanding its presence in 2nd tier cities.