The Campaign

Delivering Modern Heritage: Bringing one of Indonesia’s most iconic brands to people’s doorstep.

Creative Execution

On the day the ban went into effect, we launched BirDiSini.com (GetBeerHere.com), the only online destination using GPS that could tell people exactly where to get beer and great promotions nearby on their mobile, using Google Maps. We partnered with GO-JEK, a courier service allowing people to have Bintang delivered to their doorstep (not an e-commerce, hence legal) Lastly, we ensured alignment with Indonesian values by creating ‘Cheers Bangga Indonesia’ or ‘Cheers to Indonesian Pride’ to show the Indonesian people something to be proud of on the 70th Independence Day on August 17th 2015 to drive further positive associations between Indonesia and Bintang itself. We invited people to “Cheers” to 70 great modern-day achievements by Indonesians on our microsite on Indonesia’s 70th birthday! With every click on the “Cheers” button, positive news was shared on the user’s social channel, spreading feelings of pride about Indonesia and Bintang.

BirDisini.com is now the number 1 organic destination for beer searchers, helping over 50,000 Indonesians find beer (with only $3,500 media spent) from April 2015 – Jan 2015. Go-Jek is currently processing a staggering 200 Bintang orders a day. Cheers Bangga articles got shared by over 100,000 people, with almost 1,000,000 articles read, leading to 92% of the beer drinkers feeling that Bintang is THE Indonesian beer brand (TNS).

To figure out the impact of the ban, we asked the person who would know best: the minimarket beer drinker himself. Before the ban, we surveyed 7-Eleven outlets to observe the behavior of beer drinkers. We spoke about their perceptions, opinions, beliefs, and attitudes towards beer consumption, Bintang, and how the ban would influence their (social) lives. They were sad that their favorite beer would not be available in the minimarkets anymore, especially as “Beer Bintang is actually older than Indonesia itself, why shouldn’t I be able to enjoy it when I want to?” This meant that we needed to make sure that: 1. Beer drinkers can easily find out where to buy beer. 2. It should be as easy as getting beer at the minimarket on your street corner 3. People would continue to strongly link Beer Bintang to Indonesia’s heritage to drive brand affection and preference.