The Campaign

Moms sees her role as the enabler of a perfect Ramadhan by ensuring her family has sufficient food and nutrition during the season. While excited for the once-in-a year moment, mom can be exhausted and confused as she should be really wise and creative in choosing meals for 30 days. It’s a very busy time for her as the gatekeeper and driver of the season. It starts with preparing for Sahur, the meal that happens after prayer and right before fasting, and think about what meals she will prepare for breaking fast later in the evening. She sometimes runs out of ideas in preparing Ramadhan meals. Therefore, she will be highly seeking for cooking tutorials or menu inspirations. We knew that, to win her heart, we need to reach her at the right time with the right message and not wait for her to find Bango for inspiration.

Creative Execution

The campaign architecture focused on distributing assets across various platforms highlighting 30 days Ramadan menus. We learn that Ramadhan creates a new habit of media consumption across media platforms. To effectively reach moms in TV, we used the Time Signal format in new prime time on top of regular TV. We are directly reaching them through their mobile phones. We didn’t want to wait for moms to come to our site to find menu inspirations. We used mobile display and online video to create contextually relevant messages through time targeting and keyword targeting to highlight the right Ramadhan dishes. Leveraging on the save to calendar feature of mobile phones, we developed a rich media banner where they can subscribe to daily recipe inspiration. Through this feature, Bango was able to build a continuing engagement with moms as there would always be a branded recipe that shows up on her calendar.

Through this campaign, Bango was successfully reaching and engaging relevant target audience in more effective ways. The campaign was a growth driver for Bango though the competition was heated. Compared to Festive last year, the campaign can successfully helping Bango to grow by +8% being the brand with the highest growth in the month of campaign while other competitors are declining. Compared to the same festive period last year, the campaign has impacted on 500% higher ad recall and 150% higher brand relevance. With integration across media channels, Bango reached total 34 Million person during Ramadhan, in which close to 13 Million is contributed by mobile digital as the important component of this campaign. Mobile performance was impressive in which reaching 74 Million impression. The strategy on contextual mobile targeting resulted in high engagement, double than CTR benchmark.

The campaign provided the perfect solution for Moms to discover various Ramadhan top dishes since we would like to hook them at their top interests to preparing the festive meals that eventually link to BANGO. The intent is to provide timely, relevant messages across many formats to Moms highlighting solutions for dishes inspiration in 30 days. This would be a key differentiator vs. competition, because only BANGO with the quality of soy bean and has great taste, would be able to help Moms create the a wide variety of dishes that would keep her family full, satisfied and happy over the 30 days of the holy season.