Results and Effectiveness

• The brand grew by 16.2 %, exceeding the target of 10 % and growing 100% faster than Category. • Key attribute “is a brand that understood the needs of men” score went up by 20bps. • In just 6 weeks 26 million people clicked on the “Ayo Indonesia Bisa” icon. • 6.3 Million branded content pages were created and viewed on digital media. • 72000 tweets were made using #Ayoindonesiabisa which delivered 186 million impressions. Best of all Indonesian rankings improved by 8 points, Clearly ushering in a new beginning for Indonesian football with the brand making a CLEAR difference.

Creative Execution

We used digital as the primary platform to collect petitions and scale it through word of mouth. On www.ayoindonesiabisa.com fans could easily show their support by registering purchased CLEAR bottles but also share their passion through photos and videos and post it on social media. Each supporter became a media channel, creating content for the campaign and sharing it with others. Mobile and radio were used to go local. Hailing from different cities in Indonesia, each player was seen as a local hero. So we asked each of the team members to make a surprise phone call to their fans in each city. Using smart targeting based on their location, sites they visit, and frequency of visiting football stadiums, fans were sent the surprise call. Depending on which city you were from, you would hear different cheers and slogans from locals. This was played on 194 local radio stations.

Insights, Strategy and the Idea

In Indonesia, CLEAR’s market growth was under attack with the entry of Head & Shoulders, in an already overcrowded market. CLEAR needed to reconnect with Indonesian men and double the value growth to 10%. Millions of Indonesians had one dream – see their national football team win. Unfortunately, Indonesia’s performance declined over the years and was ranked amongst the lowest in the world. If CLEAR wanted to be a genuine part of Indonesian men’s lives, it had to play a part in reviving fortunes of Indonesian football in a meaningful way. Through the “Ayo Indonesia Bisa”/AIB (Come on Indonesia, We can) campaign CLEAR turned every bottle of shampoo bought by supporters into a petition to bring the best coaches from Manchester United to train Indonesia’s national team. Making the simple act of buying a CLEAR shampoo a powerful personal contribution to Indonesian football.