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

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands