Case Study

How We Showed Indonesia to Millions of People at the World Cup 2018

Goal

Integrate the tourism brand of Indonesia into the FIFA World Cup and maximize media outreach in Russia.

01 Background 02 Goal 03 Solution 04 Results

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Background

The Ministry of Tourism of the Republic of Indonesia aims to position Indonesia as ‘a wish list country’ for world travelers.

Goal

To integrate the tourism brand of Indonesia into the FIFA World Cup, a global event, and maximize media outreach.

Solution

We received a request from Indonesia’s representatives, for whom it was important to present their country in Russia during the World Cup 2018. At that time, Russia was experiencing an influx of tourists — Moscow alone welcomed almost 5 million visitors during the World Cup. It was a good time to tell Russians and their international guests about Indonesia.

We designed an advertising campaign covering Moscow and Saint Petersburg, as well as Vnukovo airport (Moscow) and the airports of Nizhny Novgorod, Rostov-on-Don, and Samara.

We focused on Moscow, where we placed large digital displays and transport ads, and Saint Petersburg, where only transport ads were used.

Video: How We Integrated Indonesia into the World Cup in Russia

Ad Placement on Media Facades

We know Moscow well, so we chose spots for the ads that are clearly visible to both pedestrians and drivers.

Indonesia advertising media facade on 28 Novyi Arbat St., Moscow — *A media façade at 28 Novyi Arbat St., one of the most popular streets in Moscow; passenger traffic: 18,540,000 people.*

Indonesia advertising media facade on Yerevan Plaza, Bolshaya Tulskaya St., Moscow — *A media façade on the Yerevan Plaza shopping centre on Bolshaya Tulskaya St., close to a square with many offices, shops, and restaurants; passenger traffic: 2,268,250 people.*

Ad Placement in Airports

To let travel enthusiasts and guests who came to the World Cup see the ads, we placed them in several airports.

Indonesia advertising at Nizhny Novgorod airport — *Advertising Indonesia at Nizhny Novgorod airport.*

Transport Ads

To reach the maximum coverage, we placed transport ads in Moscow and Saint Petersburg. We chose the most popular routes, which is why nearly 70% of the population was covered in Moscow and 65% in Saint Petersburg.

Examples of adverts on Moscow buses.

Results

We placed ads about Indonesia at the right time and in the right place. Media facades in high-traffic areas, digital displays at airports, and transport ads all did their job. In total, we showcased Indonesia to more than 15,000,000 Russians.