Planning for Ramadan in 2024: Five keys to effective ads (Part 1)

Shahid Hussain

In this two-part series, System1’s Shahid Hussain explains what brands can learn from past Ramadan campaigns in Indonesia through the lens of five key effectiveness drivers of emotion, story, characters, fluency and soundtrack.

System1 tested 14 Ramadan ads from 2022 via its Test Your Ad (TYA) solution to understand how commercials from some of the biggest Indonesian brands performed with audiences. The study explored the effectiveness of these campaigns through five key lenses (Emotion, Story, Characters, Fluency and Soundtrack) and shared insights that brands can leverage to appeal to their audiences during this festive period.

In this article, we include learnings from Ramadan advertisements in Indonesia from the current year. The objective is to note some of the key thematic shifts brands have adopted in their 2023 campaigns.

Editor’s note: Ramadan...

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