Campaign details

Brand: Levis
Lead agency: Telkomsel
Country: Indonesia

Strategy

Objective

Indonesia is a Muslim-dominated country, Ramadan holds a special place in the heart of Indonesians. When this Holy Month comes, people's behaviors change.

This change does not stray far from how people spend their money. Their desire to go shopping for new clothing and fashion items spiked up in parallel with the THR bonus they receive.

The desire to look different at Hari Raya and Eid al-Fitr's allowances (THR) encourage consumers to buy new smartphone devices or even upgrade their vehicles. During the month of Ramadan, there is an increase in smartphone ownership by 7%; meanwhile, there is a 4-times increase in the number of consumers who plan to buy a smartphone. On the other hand, car ownership increased 21 percent and the number of consumers who plan to buy cars increases 3.5 times.