A favourite multi-platform digital campaign.

1. A C A M P A I G N B Y I N A S S O C I A T I O N W I T H
U N I L E V E R , I N D O N E S I A
‘Ayo Indonesia Bisa’
Maclina Lopes

2. Background
 Indonesia was hosting 26th SEA games (Olympics for South East Asia)
in November 2011 after a gap of 14 years.
 But the game was mired in stories of delays, corruption and there was
low awareness among the larger population.
 The negative publicity was eroding the public’s confidence to win the
2011 SEA games.
 There were no sponsors ready to be associated with this game until
Unilever Indonesia stepped in and decided to sponsor SEA games in
September 2011 (less than 13 weeks before the start of the games).

3. The Challenge
The challenge was to “ignite winning spirit in the people of
Indonesia ahead of the SEA games with limited time.”

4. Insight
 Unilever picked three of its male grooming brands to help rebuild
confidence in the games.
 Unilever’s youth-centric brands CLEAR, Rexona and Vaseline personify
confidence and optimism.
 These brands would encourage the public to get involved with the
games.
 The games presented an opportunity to work for larger purpose of
mobilizing the nation.

5. Solution
 Mindshare Agency created an anthem for the games: a one minute
branded video with two of Indonesia’s biggest pop stars and brand
ambassadors, entitled ‘Ayo Indonesia Bisa’ (Come on, Indonesia, we
can!).
 www.youtube.com/watch?v=v4TVjpQc2HI -the Anthem
 The video featured local sports icons. It appeared across media and
encouraged everyone to support Indonesian players by putting their
own cheering slogans on the official website, Twitter, Facebook and
on mobile.

6. Solution
 Mobilize the Facebook generation to overcome the negative press and
cheer the home team on.
 Similar to Facebook ‘likes’ Mindshare created an ‘I Support Indonesia’
icon on the official website www.ayoindonesiabisa.com.
 This site linked to Facebook, Twitter and the mobile app mobile so
people could participate in the movement.
 The tweets sent in support were aired on popular TV channels and
newspapers used some of the tweets as headlines leading up to the
games.
 Google ‘road blocked’ on android mobile phones, on iPads and iPhones
Yahoo placed the cheering slogans along with the masthead.

7. Solution
 The first national roadblock of the video ran on Facebook for 12 days.
Also, 185 radio stations joined the movement by airing the cheering
supports from people.
 The 80,000 spectators sang the ‘Ayo Indonesia Bisa’ song during
crucial Indonesian matches.
 People created their own versions of ‘Ayo Indonesia Bisa’ in forms of
wall posters, music, video games, and t-shirt merchandise.

8. Result
 Unilever’s new anthem “Ayo Indonesia Bisa” inspired them to believe
again. Indonesia’s medal tally was double that of second place country,
Thailand, energized by chants of “Ayo Indonesia Bisa”.
 15 million people supported the campaign; it received four million
cheering tweets in just five weeks and 600,000 Facebook fans.
 Brand equity score hikes of 30% were achieved across the board.
Earned media was worth 10 times that of paid media.
 Average sales of all three brands sales grew by 32%.

9. Pro & Cons
 Pros:
 Lifting up spirits of the youth
 Created a belief for the brand and the game
 More brand recognition and sales
 Cons:
 The pervious negative publicity of the games