Background

In 2020, Indonesia, the country with the world's biggest population faced a very different Ramadan. One that happened right in the middle of the pandemic. Every single activity Indonesians traditionally enjoy during Ramadan suddenly became impossible: house visits, collective iftar, kneeling to one’s parents for forgiveness. Ramadan in Indonesia has always been about reconnection. In 2020, that was not the case anymore. And the usual Ramadan campaign will not work. The objective was to make IM3 Ooredoo to be the most culturally relevant telco brand to the life of Indonesians during the country’s biggest festive season: Ramadan. Its communication during Ramadan needed to gain 55 million views followed by 500,000 total engagements

Describe the creative idea

In Indonesia, where ‘song’ is the most popular internet search, music is life. And in the country with the biggest moslem population, Ramadan means the season to reconnect with your loved ones. To demonstrate that not even a pandemic can infect our Ramadan spirit, what if we could reconnect some of the most important Indonesian indie artists to work together separately from their home? Powered by IM3 Ooredoo network, they worked on a special tune about persistently keeping the spirit of Ramadan reconnection even when we're apart. It was important to engage independent musicians because the music needed to be authentic and young. The music video also featured real life Indonesians and how they persevered in the spirit of Ramadan, from the quarantine. All of the creative and production process was done remotely via IM3 Ooredoo’s network.

Describe the strategy

The brand aimed at the Gen Z of Indonesia. As of January 2020, there are 160 million active social media users in Indonesia with Gen Z make up 30% of them. Of all platforms, YouTube is the most used with 88% of social media users reported to be actively using it. The top YouTube search query is ‘Lagu’ (Song) with the index score of 100.* In times when the market has started to get flooded by more-of-the-same Covid-19 themed manifesto, it was important not just to say the message of reconnection but to show it via relevant touchpoint in an entertaining way. What if we could reconnect some of the most important Indonesian musicians to work together separately from their home using IM3 Ooredoo's network? To work on a special tune about persistently keeping the spirit or Ramadan's reconnection even when we're apart. *We Are Social Indonesian Digital Report 2020

Describe the execution

All of the creative and production process was done remotely, powered by IM3 Ooredoo’s network. At short notice, 4 of Indonesia's most popular musicians, Hindia, Sal Priadi, Yura Yunita and Kunto Aji came together. And in a matter of days “Together In Noise And Silence” (Ramai Sepi Bersama) was released on YouTube followed by a release on Facebook and Twitter for greater reach and conversation building. This was followed up by the release of the single on Spotify. The music video featured real life Indonesians and how they persevered in the spirit of Ramadan, from the quarantine. The campaign started on 17 Apr 2020 and lasted for 3 months.

Describe the outcome

On Youtube alone, the 90 seconds version of the hero video garnered more than 92 million views. Surpassing the target that was 55 million views. Overall, IM3 Ooredoo’s The Reconnecting Track received more than 121 million views and plays across platforms. Topping Youtube Ads Leaderboard: PSA 2020, as one of the three most watched ads in Asia Pacific. It inspired cover versions with people’s own stories, fan arts, user generated guitar tutorials and was even used by The Indonesian National Police as their theme song. The engagement aspect on Tiktok helped more than 13,000 people discover who they should reconnect with. On Instagram, more than 25,000 people used the special filter to sang their heart out. The online live performance generated more than 97,000 views and 15,000 conversations. Overall the campaign created more than 1,7 million engagement, generating approximately 1M USD in earned media.