Results and Effectiveness

The scandals facing the Games no longer affected national pride. Our movement had overcome this negativity. 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 joined in. Brand equity score increase by 30% across the brands. Earned media was worth 10 times that of paid media. Average of three brands grew sales by 32%. Appreciation from the President of Indonesia

Creative Execution

CLEAR shampoo’s pop star brand ambassadors, recorded our inspiring song, “Ayo Indonesia Bisa”. We then made a music video featuring local sports icons. To mobilize youth power, we created a dedicated website linked to Twitter, Facebook and mobiles. We asked users to submit their own inspiring slogans. We also encouraged celebrities to tweet their support. Social media was critical because Indonesia has the second-highest volume of Facebook users in the world. Soon, TV joined our movement in support of the games, airing Twitter feeds. Newspapers began using cheering tweets in their headlines. As momentum grew in the six weeks before the Games, for the first time ever in the world, Google ran ‘road blocks’ on android mobile phones, iPads and iPhones so that only our ads could appear, preventing clutter so participation would increase.

Insights, Strategy and the Idea

Indonesia was facing a national disaster. Hosting the 2011 South East Asian Games should have been an opportunity for celebration.. Huge national and personal pride was invested in its success. But six weeks before the Games started, allegations of corruption and delays were threatening to eclipse the entire event. The pride of over 240 million Indonesians was now shattered. Our strategy was to mobilize the Facebook generation to overcome this adversity and cheer the home team on. Unilever’s youth-centric grooming brands CLEAR, Rexona and Vaseline personify confidence and optimism. These brands would rebuild confidence in the games. 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.