The Brief

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

Describe how the promotion developed from concept to 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

A compelling insight that is uniquely Indonesian. 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.