Background
In 2018, Indonesia was again appointed as the host for an Asian-level sports competition, the 2018 Asian Games. At this moment, the Indonesian government had two ambitions, namely (1) to achieve success in hosting the Asian Games; (2) to achieve success in winning the multi-sport event. To realize these two ambitions, the Indonesian government formed a national committee, namely the “Indonesia Asian Games 2018 Organizing Committee (INASGOC)” which began to work on the preparations in 2017.
Indonesia prepared not only the sports matches but also the concept of an outstanding opening ceremony and closing ceremony for the public and all state guests. On the other hand, the government also emphasized the importance of public communication for the 2018 Asian Games to gain support from Indonesian citizens, so that this event would become an unforgettable moment.
Challenge
Toward the end of 2017, the government found that there was an unfavorable tendency in public enthusiasm for the Asian Games. The multi-sport event was considered an exclusive event held only for the government, athletes, and related stakeholders. The general public, who were not athletes or had no interest in sports, felt that they had no interest in supporting the holding of the 2018 Asian Games. Therefore, the Ministry of Communication and Informatics (MCI) was asked to massively improve public communication for the Asian Games, so that all Indonesian citizens could fully support this activity. The main goal was for the public to watch the sport matches live and be involved in spreading the good news so that it would go viral on social media.
Strategic Solution
MCI appointed Konner Advisory to assist public communication through digital campaigns starting at the end of 2017 until the event of the Asian Games in 2018. To answer the existing challenges, Konner Advisory proposed a community-based digital campaign by holding offline to online (O2O) activation. This community approach was essential for reaching a wide range of people and creating a two-way campaign.
To integrate all digital campaign activities, we defined a campaign message called #DukungBersama (English: #SupportTogether). This message held the spirit of supporting the 2018 Asian Games, regardless of background, gender, profession, and others. #DukungBersama campaign included a call to action (CTA) so that the community could actively be involved in spreading the message related to Asian Games, through several triggers that we created in various activation programs. Several community-based programs created using the UGC approach include (a) a photo contest in collaboration with the photography community (Explore Indonesia) and women photographers community, to accommodate message distribution equality; (b) a blog competition, in collaboration with Good News From Indonesia (GNFI) and IDN Times; (c) a video competition for the public, in collaboration with Indovidgram community.
Apart from collaborating with digital communities, we also held activities with grassroots communities to create conversation among the public (word of mouth). Some of the programs include a video competition for high school students and a photo competition involving multi-interest communities. We also ran an O2O activation in which influencers and public figures were involved. The programs are: (a) an Influencer Meet Up in Jakarta and Palembang; (b) a photo shoot with well-known Indonesian celebrities, artists, and photographers to promote the new stadium at Gelora Bung Karno; (c) a Fashion Movement by making Asian Games jackets, involving designer Didiet Maulana and Indonesian start-up Tees.
The digital ecosystem built around the key message of #DukungBersama was also amplified through social media ads and marketed by influencers, which were carefully selected to represent various levels of society. The influencers involved represented several fields, including sports and e-sports athletes, beauty pageants, singers, mom influencers, comedians, actresses, food bloggers, and others.
Result
In 2017, Konner Advisory carried out a digital campaign for 4 weeks prior to the Asian Games and successfully made #DukungBersama movement go viral as the hashtag was used by 42,000 users which grew from 0. Apart from that, other activations also resulted in the following performance:
Total Community Activation
Article Submissions
+
0
Video Submissions
+
0
Photo Submissions
+
0
School Participation
With 2200+ Video Submissions
With 2200+ Video Submissions
+
0
Followers Support
from Influencers
from Influencers
+
0
Total Digital Performance
Increase in Organic Followers
(@djikp Instagram Account)
(@djikp Instagram Account)
+
0
Total Engagement
+
0
Total Reach
+
0
Total Impressions
+
0