The Campaign

Branded Content: -Terrestrial TV has an overwhelming reach in Indonesia (over 90%) but lacks in differentiated world-class content, in sports or others. Most sponsorships and branded content comprise of overt product plugs, title credits and scrollers. - Pay TV has superior content but very limited reach (less than 5%). Soccer - related programming: Soccer is a quasi-religion in Indonesia, which has the largest soccer following population in the world. - ESPN has the full telecast rights for BPL across SEA as well as definitive BPL analysis programs like 'The Monday Night Verdict'. They also introduced state-of-the-art visual tools in 2011 to analyse soccer games in a way never done before in Asia. However, due to limited reach of Pay TV platforms, this reaches a small fraction of the TV universe. - ESS had local terrestrial partners to broadcast the games, but the quality of soccer analysis programs, often as interesting as the games themselves, in soccer crazy markets like England and France, were completely non-existent in Indonesia.

Results

+Challenge: As sponsors of tomorrow, position Intel as a brand that makes a difference to the Indonesian youth by redefining and elevating experiences around their key passions, through innovative use of technology. Thereby living the ‘visibly smart’ proposition of the 2nd Gen Core processors. Soccer was a religion for the Indonesian youth, and Barclays Premier League is the prime point of soccer interest, with millions of Man United and Chelsea fans in the nation. Insight: Soccer fans world love to engage beyond the game - to discuss that brilliant goal or a contentious referee decision. They revere soccer experts and like to hear what they have to say. However, Indonesians always liked serious discussions mixed with a bit of jest or fun. Strategy: Create a soccer viewing experience that Indonesian youth have never had before, through a be-spoke program dedicated to soccer analysis, on a terrestrial platform - made in partnership with ESPN. Idea: Visibly Smart Soccer Analysis, powered by Intel. The bespoke program 'Putusan Akhir', created in Bahasa Indonesia with a totally Indonesian set of experts, included a popular celebrity recreated moments of the key BPL match in customizable 3D, allowing pundits and commentators to ask those all important ‘what if?’ questions; for the very first time in Indonesia. Intel - although not overtly plugged into the content - was woven into the very fabric of the show, giving viewers the idea that this unique soccer viewing experience was brought to them by Intel. 'Putusan Akhir' aired on Global TV on Wednesdays, delivering quality content at scale.

The Indonesian youth, was exposed to highly engaging soccer analysis powered by state-of-the-art technology, never seen before. They could watch it on Terrestrial TV without having to pay a premium to cable channels. The content lived online across the ESS website and Intel's Facebook page for sustained gratification. The overall program was promoted on TV and paid digital media along with PR and on-ground promotions (Intel road-shows, retail outlets). There were a series of online contests offering winners VIP seats at on-ground live screening events hosted by ESPN pundits.

The numbers speak for themselves. The campaign had over 20% reach on TV within the target audience. Paid digital media promotion resulted in 300,000 banner clicks leading to more than 100,000 tab views on Facebook. Over 4,500 fans attended the two screening events. There was seamless integration with Intel's BTL activities - road-shows, retail promotions and the like. Over the course of the campaign there were more than 20,000 incremental fans on the Intel Facebook page and more than 1000 (contest participation, comments, likes, shares). The euphoria and participation at ground-events, with the venues bursting in their seams, epitomised an impact that's even beyond these numbers. After 5 years of ATL darkness, Intel was introduced in a manner organic and authentic to Indonesia. We managed to connect to the youth in the language they understand and in a fun and exciting way.