The Campaign

To help moms with their most urgent need during Sahur, Pepsodent created an on-demand wake-up call service. During Sahur, when the stakes are high, you need an alarm that works doubly-hard and hits with a punch, it will make you want to wake-up and be ready for the full-day ahead. We collaborated with Trio-Bajaj, three local-comedians who use humor to educate religion. Their show “Para Pencari Tuhan” (The God Seeker) especially airs in Ramadan during Sahur. Their show features three characters that are ex-convicts cleaning a mosque and are able to reconnect with their faith. The approach is light and funny-making religious teaching accessible to everyone. Pepsodent created three versions of wake-up calls featuring the three characters from Trio-Bajaj. Each one featured joke to get her off on positive-note and the reminder to “After eating your Sahur meal, don’t immediately go to bed! Brush your teeth with Pepsodent Action Herbal.”

Creative Execution

To build association with Sahur and leveraging on the popularity of Trio-Bajaj show, Pepsodent ran a charity-event featuring the comedians that gave food to the less fortunate during Sahur. This was amplified on Trio-Bajaj show and running-text on TV highlighted the ingredients of Pepsodent Herbal reminding moms that was safe-to-use during Ramadan. The campaign was further amplified on social-media and mobile-display-banners all driving awareness for Pepsodent’s mobile wake-up call service. Ensuring that the campaign is accessible to as many mothers as possible across Economic-groups, we used UMB and IVR technology for this campaign. People subscribe to the wake-up service by dialing pre-assigned number to register their phone number. Upon registering number, they will get a wake-up call between 3am-4am in accordance to their time zones. The wake-up call would feature Trio-Bajaj starting with joke to wake-mom-up followed by the reminder to make her family brush their teeth after Sahur.

This is the first time Pepsodent decided to use mobile as part of their Ramadan campaign. Previously, it relied on sponsoring a local charity event since charity was a key theme during Ramadan. While this was good, it had limited reach and Pepsodent Herbal would just be one of the many brands trying to do good during the holy period. Consumers directly engaged with Pepsodent’s message for a total of 90,000 minutes, which they would have never been able to achieve if they continued doing only activation sponsorship. Beyond that, the campaign reached 35 million on TV; 9 million through digital and 1.5 million were reached through the mobile wake-up call service

The Pepsodent on Demand Wake Up Call is a smart use of mobile leveraging an existing consumer habit of using the phone as an alarm clock. It targets a broad target audience that required thinking beyond smart phone features but to also make it accessible to basic feature phone audience. By using mobile Pepsodent was able to provide something useful and memorable during Ramadan to help it stand out during a highly competitive holiday season.

Insights, Strategy and the Idea

During Ramadan month, practicing Muslims carry out various practices of their faith, including fasting and prayers. During this period, Muslims need to wake up before the break of dawn for Sahur, have their pre-dawn meal, cleanse themselves and conduct their first prayer of the day. Within the cleansing ritual, they must also maintain clean teeth and mouth, making sure that there are not any food residues left that may disrupt their fasting practice. By implementing this wake-up call, Pepsodent Action Herbal supports two main pillars: helping our target audience to wake up in a timely manner and cleanse their teeth and mouth to have a proper start of their fasting.