The Campaign

Create a campaign for the month of Ramadhan that demonstrates cultural understanding and to bridge the relationship gap between McDonald’s which is still seen as a foreign brand with our Muslim customers.

Success of the Campaign

This campaign functions as a corporate campaign in Indonesia to bridge the gap between Muslims and an foreign brand like McDonald’s. And the month of Ramadhan is the perfect way to start the conversation and to be part of their lives. The business results will be seen throughout the year till the next Ramadhan.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Food commercials were aired before Ramadhan began, and during the fast, the exact commercials were re-run, this time wrapped in McDonald’s wrappers to avoid craving. In-store, the menu board, when people broke fast, the images of food were unwrapped. The McDonald’s iconic pylon was wrapped during fasting hours to get attention from passerbys.