Background

Dubbed as a fatherless country, Indonesia face a disconnect between fathers and their adult kids. 71% elderly parents need to hear their children voice through call, while 57% of youngsters

see phone calls as unimportant, making elderly fathers feel lonelier than ever. How can Telkomsel, Indonesia's biggest telco provider bridge this gap and bring them closer to their father?

Idea

We never know what we got until it's gone, so on Fathers' Day, the most overlooked holiday, we show these young adults, what regret looks like. The Most Unimportant Important Call, a campaign to spark responses as well as changing their perception through a digital video spread on various social platform. It's a story about a young woman endearing phone conversation that turns out wasn't real, as she was talking to an Al version of her departed father. We then utilize the Al voice on the video into a tap-to-hear voice banner and Spotify ads that strategically intercept