The campaign is based on the theme of ‘energising Ramadan’. Creative agency McCann Erickson Indonesia creates a festive atmosphere after the month-long period of fasting and praying.
The TV commercial features the local band Duopercussion to produce the soundtrack fused with traditional and modern instruments. The campaign will run until September.
Teens were never the target group for previous Ramadan celebrations by Coca-Cola. The Coca-Cola campaign aims to bring a new attitude to the festival of really being able to enjoy it in a young and spirited way. Teens really enjoy and respect the overall meaning and values of Ramadan, however they do not want to compromise the fun and celebratory side of it.
Cia Hatzi, business director of McCann Worldgroup Indonesia, said, “It has become increasingly important to recognise and celebrate Ramadan amongst the teens as it provides the opportunity for them to connect.”
Credits:
Project Teens Ramadan 2010
Client The Coca-Cola Company Indonesia
Creative agency McCann Erickson Indonesia
Brand management team Cia Hatzi, Marina Silitonga
Creative team Manjit Norashikin, Fauke Bramantyo
Head of producer Mai Kai Meng
Exposure Television, outdoor
