CHANGE THE GAME

TitleCHANGE THE GAME
BrandLIGA PREMIER INDONESIA
Product / ServicePROFESSIONAL FOOTBALL LEAGUE
EntrantGROUPM Jakarta, INDONESIA
Entrant Company:GROUPM Jakarta, INDONESIA
Advertising Agency:GROUPM Jakarta, INDONESIA

Credits

Name Company Position
Vishal Mehta GroupM ESP Lead LPI
Liza Fadilah GroupM Director
Ranjana Singh GroupM CEO GroupM Indonesia
Mike Jackson MEC Access Asia Pac Managing Director
Kenny Hau GroupM ESP Asia Pac Managing Partner
Mike Rich GroupM ESP Asia Pac CEO GroupM ESP Asia Pac
Prashant Modi GroupM Asia Pac CFO S&SEA

The Campaign

In Indonesia Football rules. Domestic football is so big that a match between the Jakarta club and its neighbouring city Bandung gets double the TV viewership of a Chelsea Vs Manchester United fixture. Unfortunately its not just football that rules. The domestic league was corrupt and bankrupt. As a result Indonesia is 133 in FIFA ranking and has not won a single tournament since 1991. The challenge was to match the passion for the game with real performance. A possibility only with total reform in football. To overhaul the entire system meant starting a new one. Enter Liga Premier Indonesia - only the third breakaway league in football's history. With "Change the Game" as its rallying cry, LPI launched a national movement through an integrated campaign involving players, celebrities and fans. In just 5 months, LPI has brought more change in football than the older league managed in decades !

Success of the Campaign

The movement spread like a wild fire. The opening match was sold out. It took social media by storm with 95 % positive comments across 721 websites/blogs in the first month itself. More than 20,000 new supporters joined LPI every month on Facebook & Twitter ! LPI website has already received more than a million hits. LPI also won over sponsors that had stayed away from football all these years. Today LPI is supported by Coca-Cola, Microsoft, Unilever & Air Asia. That’s more brands than the old league attracted in a decade! What's more, thousands of fans took to the streets demanding the removal of football association’s controversial chairman. FIFA finally banned him. A new pro-reform leader was elected, ending decades of corruption. LPI was declared a successful launch by Forbes, Indonesia. Therefore in just five months, LPI truly changed the game in Indonesian football.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The entire campaign was built like a movement. It was spearheaded by Darius, a football show host. He started the movement from his Twitter account. Two commercials followed introducing the need for change. This was supported by press and outdoor. As the movement spread, LPI Twitter and Facebook gave regular updates, creating constant dialogue. A further boost was given with a commercial showing how well known foreign/ local players and coaches were working relentlessly to change the game. In just two months, LPI had become the talk of the nation. It was time to let people take the movement in their own hands. We created Football's first white card, a powerful symbol for the "Change the game" movement. Fans could now show support by raising the white card at kartuputih.com. As they raised the card, their friends were updated on Facebook/Twitter spreading the movement even further.