Ruangguru has recently been receiving significant attention thanks to its educational program, titled Clash of Champions, which was released on June 29. Ruangguru invited some of Indonesia’s brightest students, who are currently pursuing their education both domestically and abroad, to participate in the show. The intelligence-based competition attracted considerable public attention even before its release. This is hardly surprising, as the participants’ promotional photos featured a template displaying their GPA scores and achievements in academic olympiads. Public excitement grew even further when participants from prestigious international universities were revealed. The university names and GPA standards displayed in their photos made this survival show an even hotter topic of discussion. The program has attracted widespread attention with its unique, challenging, and inspiring format.
The game show itself has also become a public talking point because Ruangguru chose mathematics as the foundation of the competition. Ruangguru consistently comes up with strategies to make every episode engaging and exciting. When the first episode aired, many viewers were amazed by the mathematics problems presented to the participants. Towards the final minutes of the episode, Ruangguru introduced Indonesian students from overseas universities who were also competing, including students from the University of Oxford, NUS, KAIST, UCLA, NTU, Yale University, and SUTD. The voting system, which allows viewers to show their support for individual participants, has also encouraged the public to actively cheer on their favorites.
In addition to releasing two episodes per week, Ruangguru also organizes learning sessions featuring CoC participants, which have naturally attracted considerable public interest. These sessions are held on a scheduled basis, with different mentors assigned to each class. One example was the session held on Friday, July 5, featuring Shakira, a medical student at the University of Indonesia (UI), and Sandy, a double major student in Computer Science and Mathematics at NUS. This segment, titled “Learn with the Champions,” is free and open to the public. Participants can access the classes through the Brain Academy website. Furthermore, Ruangguru also shares the questions tackled by participants during CoC so that anyone can study and try solving them. As a result, many people have become interested in taking on these challenges themselves. This initiative not only increases brand awareness but also promotes Ruangguru’s leading programs, ranging from tutoring for admission to Indonesian universities to overseas university preparation programs pioneered by Schoters.
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Through this survival show, Ruangguru has successfully increased its visibility across both web searches and its application, thanks to its marketing strategy. Ruangguru released Clash of Champions on its YouTube channel and through the Ruangguru app. The company promoted its application with an “exclusive” appeal, as viewers could watch two episodes at once on the app, both released on Saturdays. Meanwhile, on Ruangguru's YouTube channel, one episode was released on Saturday and another on Sunday.
This strategy can be considered quite clever and seamless, as Ruangguru also uses Clash of Champions participants as Key Opinion Leaders (KOLs) to promote its flagship programs based on their personal experiences. This approach naturally builds greater public trust because Ruangguru's programs have been proven to produce intelligent, skilled, and accomplished university students. Through Clash of Champions, Ruangguru has successfully increased brand awareness, attracted potential customers, and strengthened its positive brand image, sparking widespread public discussion. This further reinforces Ruangguru's mission to support education and the development of young talent in Indonesia. Watch the video here!
