The Campaign
Festival Belanja erafone (FBe) was erafone's flagship 1.5-month shopping campaign, combining a national online push with an 8-city offline roadshow — complete with a dedicated erafone mobile truck rolling across Indonesia's major cities.
Running in parallel was the launch of erafone's mobile app, requiring a full suite of copywriting: from app store listing and onboarding flows to in-app UI microcopy. Every word had to work in two registers at once — driving festival excitement online while welcoming new app users into a seamless retail experience.
What I Did
- 01 Wrote Google Ads headlines and email blast copy to drive campaign traffic and conversions
- 02 Created landing page KV (Key Visual) copy — the main hero messaging for the campaign microsite
- 03 Developed in-app UI wording for the erafone app launch, including labels, CTAs, and error states
- 04 Crafted the app store description and onboarding copy to maximise installs and first-session retention
- 05 Wrote livestream scripts that drove real-time engagement and flash-sale conversions during broadcast
Campaign Period
Campaign Reach
The roadshow ran alongside a national online campaign, meaning copy had to work across radically different contexts — high-energy in-store activation and calm, deliberate app onboarding — simultaneously.
Copy Across Every Touchpoint
Key Promotions
The copy had to translate complex, multi-layered promotions into clear, punchy messaging that worked across formats — from a single Google Ads headline to a 30-second livestream pitch.