Launched in the light of the 2019 Southeast Asian Games, Gojek’s #MenangIndonesia (#WinningIndonesia) campaign turned out to be more than just a movement to support the national athletes competing in the biggest multisport event in Southeast Asia. The campaign successfully united thousands of Anak Bangsa (children of the nation), including national athletes, Gojek drivers and loyal consumers of Gojek, through various engaging activities that are all emboldened in patriotism.
The spirit of patriotism was exhibited when a number of Gojek drivers were bidding farewell and wishing good luck to the athletes before they left for the Philippines last November. “As a fellow Anak Bangsa, we are here to show our support and also thank the athletes for their tireless efforts for Indonesia, for practicing day and night,” said Dede Surayana, a Gojek driver and chess athlete who took part in the send-off.
On social media, the campaign invited people to share their own version of #MenangIndonesia, which is the spirit to be a better person for a better nation by getting rid of bad habits and taking up good ones. Within a month, the campaign received thousands of inspiring versions of #MenangIndonesia. Several examples include #MenangIndonesia against riding a bike without a helmet, driving while using a smartphone, coming late to a meeting, bullying, hate speech, body shaming and many more.
Gojek Group chief marketing officer Ainul Yaqin said, “As an Indonesian-born company, it goes without saying that we always strongly support the nation. We are happy to learn that Gojek’s #MenangIndonesia campaign has successfully boosted the spirit of nationalism among the athletes and the wider public. This is the exact same spirit that drives and motivates all of us at Gojek to continue going the distance – becoming a global company to further [promote a] ‘winning Indonesia’ on the international stage.”
By end of the 2019 SEA Games, Anak Bangsa delegates proudly returned home, securing 72 gold, 84 silver and 111 bronze medals – surpassing the initial target of 60 gold medals.
“To us, what’s more important is how we continue to carry the #MenangIndonesia spirit far after the competition. Let’s not make such a good spirit seasonal. I’m not talking about moving mountains, but more to simple things in life such as stop spreading hoax news, stop cutting in line or jumping the queue, or start reading more books. At the end of the day, we hope that the campaign can inspire many Indonesians to be the better version of themselves, every single day,” Yaqin concluded.
This is not the first time Gojek has stood behind the nation. Commemorating Indonesia’s 73th Independence Day in 2018, Southeast Asia’s leading tech company became the talk of the town with its #AnakBangsaBisa campaign, putting up giant flower boards applauding the nation’s pride for helping Indonesia to be recognized on the international stage.
