The Campaign

As a brand, Clear positioned itself as a superior performer. We wanted to bring this to life in the sport that our target market loved. We created real-time content based on trending searches and topics in social media to show support for the Indonesian football team in AFF Suzuki Cup. We identified micro-moments during the match where Clear could rally the support of Indonesians and mapped out the various content needed at each moment to trigger conversation. We also wanted to make sure that even those outside social media become aware of what was happening so we leveraged programmatic ad banners to serve display banners having real-time goal updates of the match

Creative Execution

In order to develop the right content at the right time, we partnered with Goal.com, biggest soccer publisher to get the game highlights and commentaries. These were then distributed via Clear’s social media channels. During the game, we were able to utilize assets and created highly relevant content in digital media based on the outcome of the gameplay, driving real-time conversations around Clear hashtag #AyoIndonesiaBisa Additionally, we deployed the programmatic solution where we served real-time ad banner updating goal scored in the live match. With every goal scored, the banner updated automatically on the match outcome through CELTRA serving dynamically relevant and contextual display ad units. On TV, we created a template with every goal scored by Indonesian team, CLEAR logo popped-up on the goal replay and also 3 second visibility before the kick off, inviting viewers to support team with #ayoindonesianbisa hashtag in their social media.

• 11.9 million unique people reached on game day which is 57% of total target audience • The number of contributors to our hashtag jumped 480% after the match started. • Volume of tweets per hour increased 566% during the match. • >7 x media value generated from initial investment • CLEAR success get high awareness with using AFF moment, people share the content through their social media account and CLEAR managed get 17% reach from total GOAL.com audience 4,5Mio on that period and #AyoindonesiaBisa get the 2nd most trending topic (organic audience) twitter • 0.5% growth in brand shares compared to previous month

In the past, we sponsored sports events for increasing top of mind awareness and relied on TV to deliver the message association. This is the first time we are using real-time data and multiscreen to drive relevance and greater engagement among our target audience.

Insights, Strategy and the Idea

Clear target audience in the age group Male 18 to 35 years old are passionate about Football. They regularly track the information about the matches and would like to watch it as per their availability. During and post the match they are glued on their phones, chatting with friends while watching on the TV screen. They like to participate in the chat and post social media updates commenting on the key match moments related to team performance. Clear approach was to track search trends and monitor social media conversation real time and respond through image and text approach and have real time conversation management supporting Indonesia team performance and be part of team’s journey in the tournament