Brief Explanation

Insights, Strategy & 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. Creative Execution Indonesia has the fourth-highest volume of mobile users in the world. 48% of these users had used their mobile phone to access the Internet. We mobilized this powerful segment to create a youth movement. CLEAR’s two pop star brand ambassadors recorded our inspiring song “Ayo Indonesia Bisa”. The music video featured leading local sports icons. We linked our dedicated “Ayo Indonesia Bisa” website to Twitter, Facebook and mobiles and encouraged people to submit their own inspiring slogans to cheer on team Indonesia. We used the first rich media ads on with the help of Google Admob. 6 different executions were developed which engaged users for average of 2 minutes. 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 iPhonses to reduce clutter and boost participation. 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”. 87 million impressions, 1.6% CTR 15 million people supported us. That’s 5 supports every second! 1 in 3 online Indonesians created a cheering slogan. 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