Cannes Lions

CLEAR AYO INDONESIA BISA 2

MINDSHARE, Jakarta / UNILEVER / 2014

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Case Film
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Overview

Entries

Credits

Overview

Execution

We created www.ayoindonesiabisa.com as the online and mobile hub where consumers could show their support by clicking on 'I Support Indonesia' icon, and register the product purchase code. On the site, people could upload photos, videos to show support and share it on social media creating buzz. We linked music and football, two biggest passions of Indonesian men through a concert with top celebrities, sporting icons with a top TV station aired on prime time garnering audience share of 14%.

On mobile, National football players made a first of its kind personalised location-based 'Push phone calls' calling for support to the delight of the fans.

Branded videos with CLEAR brand ambassadors and original music created for the campaign inspired everyone to participate and were seeded on social media. 194 radio stations further pushed the movement.

“Ayo Indonesia Bisa” became a national movement spanning media, technology, PR, activation and branded content.

Outcome

- The brand grew by 16.2% exceeding the target of 10%.

- Key attribute 'brand that understood the needs of men' up by 20bps.

- 26 million people clicked on the 'Ayo Indonesia Bisa' icon, which is 1/3 digital population of Indonesia.

- 72,000 tweets were made on #Ayoindonesiabisa delivering 186 million impressions.

- More than 100,000 phone call from 'AIB Ambassador' were heard, a first in Indonesia.

- Campaign became the talk of the nation, what is even more heartening was that the Indonesian rankings improved by 8 points, ushering a new beginning for Indonesian football with the brand making a CLEAR difference.

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