Background

As Indonesian approach a second Ramadan since the beginning of the pandemic in the previous year, once again the nation must endure another season without the annual homecoming, where millions would again unable to meet their loved ones and pay respects to their elderly back at their hometown. As one of Indonesia’s leading telco provider, IM3 Ooredoo strives to uplift the nation during a season where connections are essential.

Describe the creative idea

What if we show how hand-kissing (an Indonesian tradition that connects generations and a form of respect from the younger generation towards their eldest) is ever present in Indonesian lives and can even persevere during the hardest times, as a symbolization of how every connection can endure any obstacles faced in life.

Describe the strategy

During the month of Ramadan, most Indonesians access YouTube to search for Ramadan inspired content. The numbers of access increased to 40%. Based on this fact, IM3 Ooredoo released a music video on YouTube to remind Indonesians to maintain the tradition that has been vanishing.

Describe the execution

Together with Sal Priadi, one of Indonesia’s leading singer-songwriters, IM3 Ooredoo released a song and a music video on the most accessed platform during Ramadan, Youtube. The music video tells the story of how hand-kissing tradition is deeply embedded in the life of an Indonesian family, and how the family persevere in maintaining this tradition, even through the hardships of life. The campaign was done from early April 2021 to end of June 2021 and received lots of positive comments from audiences that felt the emotions from the music video.

Describe the outcome

The music video surpassed more than 128 million total views across platform. In the first 72 hours, the music video gained over 12 million YouTube views. Successfully reminding half of the population in the nation, there are no obstacles that a tradition can’t overcome.