IM3 Ooredoo: The Reconnecting Track

Nugroho Nurarifin, Elizabeth Inkan, Yohannes Muliady, Albenna Reevo

Telecoms operator IM3 Ooredoo created a multichannel campaign based on a song and music video to drive cultural relevance among Gen Z during Ramadan in Indonesia.

Campaign details

Brand: IM3 OoredooBrand owner: Indosat OoredooLead agency: Mata AnginContributing agency: PHDMarket: IndonesiaIndustries: Telephone & internet servicesMedia channels: Online video, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Ramadan. It's not just the holiest month, it's Indonesia's biggest holiday and the time of year to reconnect with loved ones.

Unfortunately, Covid-19 arrived. Overnight, the Indonesian government banned any kind of social interaction. Ramadan was no longer the season of reconnection. So, IM3 Ooredoo, one of Indonesia's leading telecoms companies, had...

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