Challenge
In Indonesia’s competitive smartphone market, consumers have many options across different price points, features, and brand promises. For a new-generation smartphone brand like Realme, the challenge was not only to introduce affordable devices, but also to shift public perception around what an affordable smartphone could be.
At the time, many consumers still had a strong stereotype that products from China were cheap, low quality, or less reliable compared to more established global brands. This perception created a barrier for Realme, especially in a category where trust, performance, and product credibility are important factors in the purchase decision.
Realme needed to prove that affordability did not have to mean compromise. The brand wanted to show that its smartphones could offer strong specifications, stylish design, and reliable quality while still being accessible to young consumers. However, product features alone were not enough. Realme needed a communication approach that could make the brand feel bold, credible, and relevant to the audience.
The main challenge was to build a stronger brand image that could break the stereotype around affordable smartphones and position Realme as a confident technology brand for young Indonesians. Realme needed to be seen not only as a budget-friendly option, but as a brand that represented confidence, individuality, and the courage to challenge expectations.
Solution
Redcomm helped Realme develop a stronger communication direction through the #DareToLeap campaign platform. The strategy was built around one key idea: Realme should not only talk about price and specifications, but also about attitude, confidence, and self-expression.
To change the way consumers perceived the brand, the communication needed to move beyond functional product claims. Instead of simply saying that Realme offered affordable smartphones with high-quality specs, the strategy focused on making the brand feel more aspirational and emotionally relevant to young audiences.
The #DareToLeap message became the foundation of this approach. It reflected the spirit of Realme’s audience: young people who are bold, expressive, and willing to go beyond expectations. This message allowed Realme to connect its product value with a stronger lifestyle and cultural meaning.
Redcomm also helped strengthen Realme’s visual and communication guidelines. The goal was to create a more consistent brand presence across digital channels, especially on social media. Every visual, message, and interaction needed to feel aligned with the brand’s youthful and energetic personality.
Through this strategy, Realme was positioned as a smartphone brand that offered more than affordability. It became a brand that supported young people in expressing who they are, challenging stereotypes, and choosing technology that matched their lifestyle.
Execution
The campaign execution focused on building a stronger and more recognizable digital presence for Realme. Redcomm helped shape how the brand appeared visually, how it communicated its message, and how it interacted with its audience across social media platforms.
The visual direction was designed to feel bold, modern, and energetic. Product visuals were created to highlight Realme’s design and quality, while campaign assets helped communicate the #DareToLeap spirit in a way that felt relevant to young Indonesians. The communication approach also focused on making Realme feel more confident and distinctive. Instead of relying only on technical specifications, the campaign brought forward a stronger brand personality. The content encouraged audiences to challenge expectations, express individuality, and see Realme as a smartphone brand that understood their mindset.
Social media played an important role in the execution. Through consistent visuals and messaging, Realme was able to build a clearer identity and stronger engagement with its audience. The campaign helped the brand become more visible, more recognizable, and more relevant in conversations around smartphones and youth lifestyle.
Redcomm’s role included helping Realme create new visual guidelines, develop communication direction, and shape audience interaction across digital channels. These elements worked together to make the brand feel more consistent and memorable.
The execution was not only about promoting a product. It was about creating a brand experience that could change perception. By combining product credibility with a bold campaign message, Realme was able to challenge the old stereotype that affordable smartphones were less desirable or less reliable.
Result
The #DareToLeap campaign helped Realme strengthen its digital presence and grow its audience across key social media platforms. The refreshed communication approach contributed to significant year-on-year growth for the brand’s social channels.
Realme achieved 54.32% year-on-year growth in Twitter followers, showing stronger audience interest and increased brand relevance in digital conversations. The brand also recorded 39.61% year-on-year growth in Facebook fans, reflecting a broader improvement in social media presence and community growth.
These results showed that the campaign successfully helped Realme build stronger visibility and engagement in a competitive smartphone market. By combining a clearer brand message, stronger visual identity, and more consistent communication, Realme was able to move beyond the perception of being just another affordable smartphone brand.
The campaign helped prove that affordability and quality could work together as a strong brand proposition. More importantly, it allowed Realme to create a stronger emotional connection with young Indonesian consumers.
Through #DareToLeap, Realme was able to communicate confidence, individuality, and product credibility in a way that felt relevant to its audience. The campaign became a platform for the brand to challenge expectations and strengthen its position as a bold, youth-focused smartphone brand in Indonesia.
Overall, this case study shows how a brand can shift market perception by combining strategic communication, consistent visual identity, and culturally relevant digital execution. For Realme, the campaign was not only about selling smartphones. It was about changing how people saw the brand and what an affordable smartphone could represent.
