Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

Insight: With over 200 million Muslims, Indonesia is the world’s most populous Muslim nation. During the fasting month of Ramadhan, restaurants and food outlets cover their windows from dusk to dawn to avoid temptation beyond endurance. Strategy: Create a campaign that demonstrates cultural understanding and bring it to life in various media/contact points of our Muslim customers. Idea: McDonald’s Wrapped Ramadhan Campaign.