Fear and fearlessness are the two key pillars that drive consumer optimism in Indonesia, M&C Saatchi Indonesia's founder and president director Anish Daryani said. According to him, the country is feeling optimistic due to the availability of vaccines, freedom of movement, and the opening up of the economy. As brands gear up for Ramadan and Hari Raya, M&C Saatchi's whitepaper listed nine themes that brands can undertake in their messaging.
1. Gratitude: Brands must guide consumers in their journey of renewing faith through relevant stories of observing rituals, prayers of gratitude, and being charitable, at the same time, demonstrate charity through their own actions.
2. Giving back to the community: The lessons of the pandemic, when extended to Ramadan, can resonate strongly with individuals who have suffered from COVID-19. According to M&C Saatchi, Islam teaches people to contribute to their communities, which is a value brands too must adopt and support causes consumers care about.
3. Creative solutions: Creative solutions that connect families, bring joy or make lives more comfortable, will win customer loyalty. The past year saw an increase in digital adoption because of isolation, with platforms such as TikTok and even podcasts an avenue for individuals to find respite and daily humour.
4. Shopping: Online shopping boomed during COVID-19 and is expected to further peak during Ramadan, consumers visiting eCommerce sites during sahur hours of 4 am until 10 am, M&C Saatchi said. Brands and retailers should find ways to keep their prospects engaged throughout, establish their relevance, and leverage impulse purchases by offering discounts as well as by aligning with consumers’ media consumption and online search patterns through moment marketing.
5. Connecting people: With 79% of people staying connected with their family and loved ones online, brands must find ways to bring families together and create conversations that spread positivity and hope. Brands should leverage the right media channels to connect with consumers in more meaningful ways.
6: Entertainment: With consumers spending more time on mobile devices, multi-screening will remain popular among youngsters who will use their mobile devices to stream music, check-in on social media and read emails while watching TV.
7. Measured celebration: After a year of restrained spending and celebrating, consumers are more cost-conscious than before. Expenditures on consumables may not immediately increase and brands that will offer guidance in finding the right kind of gift as well as through discounts will be valued.
8. Assurances of return to normalcy: Brands who share assurances of a safe return to normalcy yet emphasising the need to maintain safe distancing will help people feel more optimistic. This comes as virtual communications have kept people connected during the lockdowns.
9. A new meaning to purity: Islam as a religion upholds fitrah or purity – spiritual as well as physical. COVID-19 has renewed the focus on health and hygiene which brands can adopt as their message towards creating safe places.
Combining messages of Ramadan as a time of self-reflection, purity, reunions and celebration, brands can build campaigns of gratitude, charity, health and hygiene and give back to the community that will bring a sense of anticipation of better times to come.
Photo courtesy: 123RF
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