Football PR
Oranje Indonesia

@Oranje_Indonesia: The connection between the Netherlands and Indonesia

Dutch football has a worldwide reputation and a large group of Oranje fans. But did you know that Indonesia has a special place in the hearts of these fans? Research has shown that Indonesia has more than 275 million inhabitants, of which a whopping 77% have an interest in football. Our goal is to ensure that the Dutch team becomes a second favourite for many football fans in Indonesia alongside, of course, Indonesia's national team in which many players with a Dutch background also play.

The case
The adventure began with a spectacular fan activation event, where we worked with players like Marc Klok (Persib Bandung) and Ardi Idrus (Bali United) to visit the capital of the Moluccas, Ambon, for a coaching clinic, press event and to promote our then-new Instagram account Oranje_Indonesia. During this event, the KNVB's plans were launched and we made it clear that this project is focused on the long term, with the aim of setting up various social and commercial projects.

Our approach
The partnership focused on managing the Instagram account @Oranje_Indonesia, creating valuable content and organising football clinics, press events and partnering with local football federation PSSI and strong brands on sponsorship deals. One of the highlights was our public viewing event during the World Cup, where we screened the Netherlands-Ecuador World Cup match next to the grand Gelora Bung Karno Stadium. For this event, we brought none other than former international Ron Vlaar to Indonesia, performed great artistsand made it a grand football party. During other matches, we organised a fantastic tour for local fans in cities like Jakarta, Bandung, Menado, Jayapura and Ambon. And we are proud to have obtained the licence for the official Oranje Indonesia merchandise, consisting of various items such as t-shirts,hoodies and a specially designed Oranje Indonesia jersey in collaboration with Joram Tomatala, known for the Ajax X Daily Paper jersey, among others.

The results
The results of our Oranje_Indonesia project have been very successful. We managed to grow the Instagram account from 6,000 followers to a whopping 80,700 followers. With several initiatives, we went viral in various national media, both on television, in newspapers and on social media. We collaborated with big names from both the Netherlands and Indonesia. The public viewing event became the biggest ever event where people watched a live match together. The fan tour was enthusiastically received by football-loving audiences with an Oranje heart in several cities. We laid a solid foundation with the Oranje Indonesia merchandise line and established collaborations with the PSSI, local companies, influencers and the Dutch embassy. The project has also been well received in the Netherlands. The PR and marketing value has been enormous and we have only just started. We will continue this initiative in the coming years, so keep an eye on our channels for new developments.

Are you interested in the Oranje Indonesia project and want to stay informed? Then follow us on our social media channels. 

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