This Year's Ramadan Top Performing Brand Campaigns
Ramadan has not been the same for everyone since the coronavirus outbreak in March 2020. For the second year in a row, Muslims from across the world are celebrating Ramadan under the shadow of coronavirus, including here in Indonesia. However, from the looks of it, this pandemic surely did not stop people from celebrating Ramadan in their own ways.
This Ramadan, brands in Indonesia have certainly gone all out with their campaigns to tell stories that reflect the everlasting spirit of togetherness and gratitude that are associated with the holy month of Ramadan, despite the pandemic. So, it would be fun to do a little throwback to see the secret behind these brands successful Ramadan campaigns this year.
Here are some of the ads that have made the cut and resonated the most with consumers during Ramadan 2021.
1. IM3 Ooredoo - Bulan Yang Baik (featuring Sal Priadi)
This video portrays physical closeness –identic with the “sungkeman” ritual in Hari Raya—in the form of kissing the hands of our parents to show respect and gratitude. In the duration of 4 minutes and 19 seconds, this short video features Sal Priadi, an Indonesian artist, singing a song titled “Bulan Yang Baik” in the background of a continuous story of one family from year to year.
Through this ad video, IM3 wanted to show audience that even in this pandemic situation, we can still use internet to stay in touch and celebrate Ramadan with our loved ones who are far from home. “Bulan yang Baik” has successfully reached 127,457,164 views at the time of writing.
2. Grab - Bisalah Ramadan Lancar Jaya!
Using a very much different approach, Grab Indonesia also tries to capture the heart of audience during this year’s Ramadan with a hilariously written comedic ad video. This video begins with the setting of a spacecraft called Bisalah Ship, followed by the introduction of the crews consisting of Indonesian public figures: Indro, Iqbaal, Sophia, Kak Seto, and a robot cat, who then got invaded by aliens taking away valuable items from Bisalah Ship. Grab Indonesia’s services eventually came out as the hero of the day at the end of the scene by restoring all of the stolen valuables, namely Ramadan parcels, iftar food, cooking ingredients, etc. This video reached a total of 6,806,821 views at the time of writing.
3. Tokopedia – Dekatkan yang Jauh, Kirim yang Bermakna di WIB Spesial Ramadan
Another ad video that captures Indonesian audience’s attention is Tokopedia’s WIB Spesial Ramadan campaign. This 2 minutes and 40 seconds long video shows how Tokopedia manages to connect people through the act of sending gift to our loved ones using their services. Be it someone’s favorite sambal, makeup set, walkie-talkie, or even as simple as a warm meal, Tokopedia got it all covered with their services. With a touch of delightful animation combined with reality, this video has reached over 9,442,284 views at the time of writing.
So, there you go. These campaigns are the ones that turn out to be successful in resonating with Indonesian audience during last Ramadan. The key takeaway is clear: do not let this pandemic situation stop you from getting creative in developing fresh ideas for your brand’s campaign. Remember that every cloud has a silver lining and that difficult times always lead to better days!
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