Background & Context
This project was developed as part of the Bstartion 2025 Business Case Competition, where our team are proposing a strategic marketing solution for by.U, a digital-first telecom brand by Telkomsel targeting Gen Z users in Indonesia.
The case challenged us to analyze how by.U could strengthen its brand awareness and emotional engagement among Gen Z students, who often perceive the brand only as an internet provider instead of a lifestyle partner. Our solution was designed to reposition by.U as a brand that connects deeply with Gen Z’s dynamic digital lifestyles.
Project Objective
To develop a comprehensive strategic framework that enhances brand awareness, user engagement, and feature utilization within by.U’s app ecosystem.
The project aimed to integrate marketing, business analysis, and creative activation strategies under one cohesive concept.
Solution Summary
The REACH-U Strategy was developed to help by.U, Telkomsel’s digital brand, build a deeper emotional connection with Gen Z users who previously saw the brand only as a data provider. Through a combination of research, market analysis, and creative ideation, our team (Penguin Force) identified the need to position by.U as a lifestyle enabler that reflects Gen Z’s values, authenticity, creativity, and community belonging.
Our solution introduced REACH-U, a six-pillar strategic framework—Relatable Content, Empowerment Space, Attraction Strategy, Connect With-U, Highlight Experience, and University Hub—that integrates storytelling, influencer collaborations, campus activations, and user-driven campaigns. This approach not only amplifies brand awareness but also drives sustained engagement across digital and physical touchpoints, turning by.U into a youth-driven digital lifestyle brand with measurable business impact (ROI 18.37%, IRR 42.08%).
Outcome
The REACH-U strategy successfully demonstrated how by.U could:
Strengthen emotional connection with Gen Z through storytelling and campus integration.
Increase daily user engagement with app features like uStamp, uCoin, and U-Tainment.
Establish by.U as more than just a service, but a digital lifestyle brand representing Gen Z identity.
