Indonesian telco Indosat Ooredoo has launched a Ramadan campaign to lift everyone’s spirits amid the COVID-19 pandemic. Titled ‘Silaturahmi Setiap Hari’ which means friendship every day, the spot features four young Indonesian singers - Hindia, Sal Priadi, Kunto Aji and Yura Yunita.
These four singers collaborate to sing an inspiring song which is filled with messages of hope. This campaign from planning to execution was done without a single physical meeting between the clients, crew, agency, director, cinematographer and talents. In addition, the campaign also looks to promote Indosat's newest product Freedom Kuota Harian internet package.
Fahroni Arifin, Indosat’s SVP brand management and strategy told Marketing Interactive that within 50 hours, the spot garnered 3.7m view on YouTube and generated 3,000 positive comments. According to Arifin, the whole process from ideation took about three weeks, while the shooting itself took about five days in total. At the time of writing, the video had attracted 7.9m views.
Indosat collaborated with its newly appointed creative agency Mata Angin to finalise the idea, while the production was done by a local production house AOI. The campaign will run about four weeks, across all channels including TV and BTL.
Arifin explained that this was a TVC project, hence the talents and musicians were paid for their professional work. Through this campaign, Indosat aims to inspire and encourage individuals to stay connected and stay active during WFH period. "This Ramadan may different, you may stay at home, you may cancel your annual homecoming and may not see your loved ones physically, but you can stay connected through technology. Whatever happens, there’s nothing more important than Silaturahmi (friendship/connection), the essence of Ramadan," he added.
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Most recently, Indosat’s IM3 Ooredoo has been ramping up its marketing efforts to appeal to young Indonesians. The telco launched a “Collabonation” campaign to boost creative spirit among young Indonesians. The campaign also made use of Twitter's recently launched ad product "Promoted Trend Spotlight", which has been made available in 14 countries including six countries in the APAC region (Indonesia, Thailand, Australia, India, Japan, and South Korea). According to a post on Twitter's official blog, Promoted Trend Spotlight allows brands to use video formats on Twitter, while gaining maximum visibility in the Explore menu.