Multi-Brand (Pantene & Downy)
Procter & Gamble Indonesia
Fast Moving Consumer Goods
P&G wanted to increase penetration of its beauty & home care category during Ramadan, a key consumption period amongst all shoppers. It was also a way to cut through the food & beverage clutter during Ramadan.
The goal was to create something inspirational, which would be receptive to people especially during Ramadan.
WE BROUGHT BACK THE ESSENCE OF RAMADAN BY SAYING SORRY TO THE ONE PERSON WE’VE ALWAYS TAKEN FOR GRANTED – OUR MOMS – TO HELP P&G STAND OUT AMONGST THE SEASONAL CLUTTER.
Indonesia is home to the world’s largest Muslim population, making Ramadan the country’s biggest festival.
Most companies see Ramadan as an opportunity to grow sales. They consequently flood the market with festive offers and promos, drowned in a sea of media bombardment.
P&G had never put a deliberate focus on Ramadan before. In 2017, P&G wanted to step-change the game by executing its first-ever multi-brand campaign, addressing 2 key business challenges:
1) Drive consumer share of wallet and shelf during Ramadan, which historically is dedicated to food.
2) Make Pantene & Downy the most-talked about brands during Ramadan – a difficult challenge amongst the noise.
What many other brands forget is that the true meaning of Ramadan is saying sorry for the redemption of your sins in order to seek purity and eventual afterlife.
Our critical consumer insight was that the person most people find it hardest to say “sorry” to is our own mother, the woman who gave birth to us and loves us unconditionally. Despite the many arguments and fights we’ve had with her in our lives, she always forgives – something most of us take for granted. This local insight was also in step with P&G’s global Mom-centric creative platform – our core target audience.
THIS RAMADAN, P&G WANTED TO BRING BACK THE AUTHENTICITY OF SEEKING FORGIVENESS FROM THE MOST IMPORTANT PERSON IN OUR LIVES – OUR MOMS – THROUGH THE “I’M SORRY, MOM” CAMPAIGN.
While all other brands focused on making Eid (feast of breaking the fast) special, P&G focused on the one person who makes Eid special: MOM.
P&G wanted to inspire all Indonesians to apologise to their Moms, in seeing a greater spiritual calling. We set out to create a breakthrough digital campaign.
On the day of Eid after Ramadan, it is customary for Indonesians to ask each other’s forgiveness to turn their lives anew during this auspicious period. So shouldn’t the most special apology be to the one who gets taken for granted the most?
A few weeks before the day, Pantene & Downy asked Indonesians on social media, “What would you ask forgiveness for from Mom this Eid?”
The best responses were selected and woven together to create the new lyrics of a childhood Indonesian song, Kasih Ibu (Mom’s Love) – a song every Indonesian grew up learning from their mother. We knew that Moms would fondly remember hearing their children’s voices singing this song they had taught them, but this time around, we’d change the lyrics to become an apology.
We further leveraged existing Pantene and Downy brand ambassadors who are also the two biggest Indonesian popstars in their first-ever, joint singing collaboration to sing the remake version with the “authors” of the crowd-source new lyrics.
WE CROWD-SOURCED NEW LYRICS TO A SENTIMENTAL CHILDHOOOD SONG TO SAY, “I’M SORRY, MOM” TO THE MOST IMPORTANT PERSON IN OUR LIVES, AND RECRUITED INDONESIA’S BIGGEST POPSTARS TO SING IT WITH US.
17 best social media posts were selected and the winners, along with two of Indonesia’s biggest pop stars, Pantene's brand ambassador, Anggun, and Downy's ambassador, Andien created a surprise concert for their moms.
Winners’ Moms were invited to the venue on the pretext that their children were part of the concert's organising committee.
Little did they know that they were about to witness their children singing a song of forgiveness to them with Indonesia’s most prolific singers.
The song was not just the first-ever collaboration of the two biggest pop stars in Indonesia, but this was the first time the stars had collaborated with everyday Indonesians.
The performance was recorded and shared online and immediately took the country (and Moms) by storm.
The video was heavily distributed during specific moments when Moms were the most active online, like Sahur (pre-dawn meal) and Magrib (prayer after sunset). Furthermore, we had activated radio during prayer after sunset to reinforce the campaign message and create engagement through radio discussions with integrated Twitter promo.
This was further amplified through content on multiple digital portals and via key influencers to create conversation around the campaign.
Rich media banners were also deployed to encourage users to record their own lyrics and versions of the song and share it through their social media.
Lead Media Agency