The Campaign

We wanted to be part of the soccer conversation and muster support for the Indonesian football team in AFF Suzuki Cup by monitoring real-time conversations on social media and search trends during the match and post the match and be part of it in a contextual and relevant manner. 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 consisting of 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 create 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 innovation where we served real-time ad banner updating goal updates during 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 timnas 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’ve done repetitive and similar media deployment sponsoring soccer matches for branding purpose. This is the first time we are scaling it outside conventional media mix and executing something out of box. We wanted to leverage the digital trend and connect to users in a contextually relevant manner. Additionally, we identified the consumer tension looking for match updates in media mostly digital media and identified this as a hook to connect innovatively and programmatically serving soccer match scores update in the form of ad banner with every goal happen during the live match

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 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