COME ON, INDONESIA CAN!

Bronze Spike

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TitleCOME ON, INDONESIA CAN!
ClientUNILEVER
Product / ServiceMALE GROOMING BRANDS
CategoryA07. Best Use or Integration of Music
EntrantMINDSHARE Jakarta, INDONESIA
Entrant Company:MINDSHARE Jakarta, INDONESIA
Contributing Company:MINDSHARE Jakarta, INDONESIA

The Campaign

Indonesia was hosting 26th SEA games (Olympics for South East Asia) in Nov 2011 after a gap of 14 years. It’s been 14 years since Indonesia won SEA games. Being a host created natural aspirations of winning the games once again. However, the game was mired in stories of delays, corruption and low awareness among larger population. All national and local media outlets were exposing issues by the day. The negative publicity was dampening popular aspirations and eroding confidence to win 2011 SEA games. There were no sponsors ready to be associated with this game. The broadcasters lost the hope to recover their monies in covering this national event, Country looked underprepared for the games and critics were writing off an Indonesia win even before the games started. Unilever Indonesia with 88 years of heritage stepped in and decided to sponsor SEA games in Sept 2011 (less than 13 weeks before the start of the games). Time (lack of it) became the biggest constraints in igniting the winning spirit of Indonesia for SEA games. Mobilizing country behind the national teams clearly looked an audacious challenge

Results

We created a new anthem: a one minute branded video with two of Indonesia’s biggest pop stars and brand ambassadors. It was a rallying cry with a catchy stadium chant chorus. We then made a music video featuring local sports icons. The video appeared across media and appealed everyone to support Indonesian players by putting their own cheering slogans on the website, twitter, Facebook and on mobile. Our strategy was to mobilize the Facebook generation to overcome this adversity and cheer the home team on. We conceptualized a mechanism for people to express their support and participate. Similar to Facebook “likes” we created “I Support Indonesia” icon on our website www.ayoindonesiabisa.com. We linked this site to Facebook, twitter and mobile for people to participate in the movement. Along with clicking for support, we also provided an option of writing the slogan Popular celebrities and players tweeted their undying supports. TV channels started airing the cheers from twitter. Newspaper started making cheering tweets as part of their news headlines. There were many first time ever in the campaign. Google ‘road blocked’ on android mobile phones, IPads and IPhones Yahoo placed the cheering slogan along with the masthead. The first national roadblock of the video ran on Facebook for 12 days. 185 radio stations joined the movement by airing the cheering supports from people. Consumers shared their cheering support at trade counters. 4 million cheering tweets were created with 4 weeks. 600,000 fans joined the movement on Facebook. The 80,000 spectators sang the “Ayo Indonesia Bisa” song during crucial turns of Indonesian matches. People created their own versions of Ayo Indonesia Bisa in forms of wall posters, music, video games, and t-shirt merchandise.

Unilever’s youth-centric grooming brands CLEAR, Rexona and Vaseline personify confidence and optimism. These brands would rebuild confidence in the games. The games presented an opportunity to work for larger purpose of mobilizing the nation on brand’s core promise. By combining this brand energy with a movement of the Facebook generation, we would save national pride. And we did it with a song called “Ayo Indonesia Bisa” (“Come on, Indonesia, we can!”). These words not only rejuvenated the spirit of the country, Indonesia even shot to the top of medals tables on the wave of popular support we had generated.

Indonesians had forgotten that the power to change the world is in their hands. Unilever new anthem “Ayo Indonesia Bisa” inspired them to believe again. Indonesia’s medal tally was double that of second place country, Thailand, energized by chants of “Ayo Indonesia Bisa”. 15 million people supported us. 4 million cheering tweets in just 5 weeks. That’s 5 supports every second! 1 in 3 online Indonesians created a cheering slogan. 600,000 Facebook fans. Brand equity score hikes of 30% were achieved across the board. Earned media was worth 10 times that of paid media. Average of all three brands sales grew by 32%. The President of Indonesia requested Unilever Chairman if the same campaign can be run for Amazing Indonesia- promoting unity spirit amongst Indonesian. Unilever media head, Indonesia, Adeline Ausy Setiawan, commented on this campaign- “Its history that you will never forget”. It was the mission impossible become possible – the famous 15 Million achievement! However the unique impact of this campaign on popular sentiments of the country was narrated by Vice President Personnel Care, Unilever, Indonesia, Deby Sadrach, on how a young guy wanted to join Unilever because of this campaign.

Credits

Name Company Position
Seruni Andres Mindshare Partner/Exchange
Sudesh Puthran Mindshare Partner/Planning
Maneesheel Gautam Mindshare Leader/Invention
Sanchit Sanga Mindshare Lead Consultant – Adaptive Marketing
Pankaj Gupta Mindshare Planning Director
Evasari Sitorus Mindshare Planner/Digital
Indra Pribadi Mindshare Planner/Digital
Ira.alamsyah Lowe And Partners Manager/Creative
Stanley.wissar Lowe And Partners Manager/Creative
Marco Widjojo Alpha Salmon Operation Director
Antonius Murdhani Alpha Salmon Creative Director
Rahmi Fitria Mindshare Planner
Himanshu Shekhar Mindshare CEO
Mike Narrada Manager/Social Media
Myrna Narrada Manager/Social Media
Hernie Raharja Unilever Marketing Director, Hair Care
Mona Majid Unilever Sr. Brand Manager
Adeline-Ausy Setiawan Unilever Country Media Director