P&G launches mobile campaign for soccer fans in Indonesia

Targeting young Indonesian soccer fans, the mobile campaign will play out via a P&G-branded soccer mobile magazine titled Laga Bintang, with content from Indonesian publisher Kompas.

Laga Bintang will be available to fans on its mobile site, via mobile applications across platforms and through content syndication deals with portals such as Kompas.com, Telkomsel, Bola.com, SMS2.0 Live, eBuddy and Vuclip.

P&G will use the platform to promote its Gillette and Head & Shoulders brands.

Veronica Utami, marketing communications manager at P&G, noted that Indonesia has a large number of young consumers who use their mobile phones for much more than just communications.

“They access the net, consume media and engage with social platforms on the mobile, making it imperative for brands to have a strong mobile presence and clear mobile marketing strategy," Utami said. "We believe that this Laga Bintang activation combines the power of mobile technology and content with Indonesians' passion for soccer.”

The project marks Affle's first initiative around branded mobile content in Indonesia.

CEO Anuj Kumar said, “We are delighted to partner with P&G and Mediacom APAC on this unique and exciting campaign. Our teams in other Asian markets have had huge success with branded content initiatives, and through this campaign we intend to bring this revolutionary mobile advertising activation format to Indonesia."

Amit Patel, content manager for APAC at MediaCom, noted that Indonesia is a particularly active mobile market.

“Brands realise this and are constantly on a lookout for exciting engagement ideas," Patel said. "We are confident that this campaign will help us connect with the Gillette and Head & Shoulders target group in a very unique and high-involvement environment. The gamification elements of this campaign and the seamless integration of mobile technology, content and partnerships make this truly innovative and very significant in scale.”

Laga Bintang will offer consumers the latest news and information on the world of soccer and will have a unique gamification-based leaderboard section called Kontes.

Users can award points to their favourite players or teams, predict goals and win weekly and monthly prizes like Gillette and Head & Shoulders product hampers and a monthly grand prize of a Samsung Galaxy phone.