IM3 Ooredoo: The Reconnecting Track

IM3 Ooredoo, a telecommunications brand, released a music video in the spirit of reconnection during Ramadan in Indonesia while families and friends were physically apart due to lockdown.

Campaign details

Brand: IM3 OoredooAgency: Mata AnginRegion: APAC

Strategy

Objective

In Indonesia, Ramadan is a season of reconnection. On average, every year 7-8 million people embarked on a homecoming journey back to smaller cities and villages from Indonesia's major urban areas to reconnect with their bigger family. Collective 'iftar' is a tradition. There is at least one session with every in-group to break the fast together: one session with the immediate family, one session with colleagues, one session with high school friends, and so on. The pandemic of Covid-19 that arrived just before Ramadan and...

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