The Campaign

Jalan Terus Indonesia! (Walk on Indonesia) We turned the simple act of walking into a movement that made even the president take a step towards health. We gamified the very act of walking and encouraged consumers to take more steps, everyday, all with the intent of shedding the tag of the laziest nation of world. The Asian games turned out to the perfect platform to cheer them on, as the athletes took more steps, so did Indonesians.

Creative Execution

The campaign came to life in three parts: Online Orchestration of videos, social media, banner ads and paid articles drove awareness & education on how to join the movement and pushed consumers to download the app to count the steps. While our microsite, showed number of people who joined through a picture mosaic on the website. We also thanked consumers who cleared the 4000 steps bench mark through a live LED bill board. Influencer challenge The athletes started to challenge celebrities to take certain number of steps using challenge feature on the app. Soon consumers were challenging each other and Walk on Indonesia had completely dominated the conversation in Indonesia. The Walk on Indonesia movement launch by President of Indonesia Joko Widodo The movement was kicked off at Presidential event on August 4th, 2018 inviting media, athletes, celebrities and influencers which made the movement a national conversation and pride.

• With only USD 234,000 media investment, the campaign reached 21.4 million people with total impression 133 million in just 2 weeks. • We achieved 7.9 million views across all channels and rising (Youtube, Facebook, Instagram, Twitter) that is 180% above the campaign KPI • The campaign smashed the engagement KPI benchmarks by achieving 137% of KPI. • The conversation in social media shows #JalanTerusIndonesia has strong association with Asian Games 2018 that 61% of people who talk about Asian games use this hashtag. • The number of app downloads a day is up to almost 300.

We were talking to men and women aged 25-40, middle to upper class who tend to have less physical activity, but are aware of the importance of healthy lifestyle. With a flood of information online they have knowledge but lack of motivation to change their behavior to be more physically active. Preaching about healthy lifestyle would have gone unnoticed, so we turned to the one thing they won’t ignore, love for their nation. Unconditional patriotism that would drive people to walk more, even overcoming factors like low cost of transportation, unwalkable city designs and pollution. We used a motivation, bigger than themselves, the nation’s dignity. The issue immediately become national when President Jokowi and his cabinet decided to partner the campaign by launching the movement through a live event at Bogor Presidential Palace in partnership with athletes, former athletes, celebrities, and influencers. Ensure all communications are in line with BPOM.