A Win-Win campaign

TRI Indonesia’s (Indosat Ooredoo Hutchison) ‘The Common Goal’ campaign has achieved resounding success and accolades after being launched off the back of the strong partnership forged between Three UK and Chelsea FC in July 2020.

An international rights clause was part of the partnership agreement, and this opportunity was presented to the other Telco markets at the CKH IOD Global Products & Services forum in 2020. With most EU countries already having strong allegiances to their own country leagues, Indonesia appeared as a favourable market due to its strong pre-existing Premier League fanbase.

With the spectre of Covid still looming, The Common Goal’ campaign set out to reunite the nation through an integrated digital driven campaign and a feelgood vibe. Every time Chelsea FC scored a goal, TRI Indonesia customers scored a free data plan. But it didn’t stop there. The free data plan was also shareable, encouraging non-TRI Indonesia users and non-Chelsea fans alike.

The deal lasted the entire 2021-22 EPL season. As well as benefiting customers, it gave greater global recognition to the English football club in a country of 280 million people. Milestones achieved in the campaign include winning positive media headlines, an earned media value of IDR 1.4 billion plus and more than IDR 136 billion in revenue. 

Recently, ‘The Common Goal’ campaign hit more goals with wins at the 35th Citra Pariwara 2022 Ad Festival, Indonesia’s prestigious advertising awards event. TRI Indonesia received three awards in the following categories: Best use of Branded Content and Sponsorship, Best use of Special Event and Stunt/Live Advertising, and Best use of Sales and Promotion.

Watch the winning TVC here.