CASE STUDY: How P&G reached football fans in Indonesia

Background
Indonesia has the largest soccer fan base in Asia-Pacific. It also has more than 220 million mobile phone users and 35 million mobile internet users. Despite huge interest in soccer and a high mobile penetration, the country lacked a dedicated mobile destination for soccer fans.

Aim
Targeting male sports enthusiasts aged 15 to 45 with a mobile internet enabled handset, P&G set out to provide Indonesia's soccer and mobile obsessed audience with a one-of-a-kind soccer destination.

Execution
The mobile campaign was built around a P&G-branded soccer mobile magazine titled Laga Bintang. The magazine was made available to fans via its mobile site, on apps across platforms and through content syndication deals with portals such as Kompas.com, Telkomsel, Bola.com, SMS2.0 Live, eBuddy and Vuclip.

Laga Bintang offers consumers the latest news and information on the world of soccer and includes a unique gamification-based leaderboard section called Kontes, where users can award points to their favourite players or teams, predict goals and win weekly and monthly prizes.

P&G also used the platform to promote its Gillette and Head & Shoulders brands to young Indonesian soccer fans.

Result
The campaign received more than 38 million impressions, with an average clickthrough rate (CTR) of 0.3 to 0.4 per cent. The microsite received a CTR of 1.5 per cent.

The app received more than 20,000 downloads, reaching 1 million users.