An Unfamiliar Prayer white paper was launched by M&C Saatchi Indonesia that will allow brand marketers navigate through the lockdown during the COVID-19 over the Ramadan period in Indonesia.
The white paper brings to light 10 key behavioural insights that can be applied to 10 vertical categories by breaking down the holy month into phases that brands can leverage to optimise their campaigns.
“Ramadan in 2020 will be like never before,” stated Anish Daryani, Founder & President Director of M&C Saatchi, Indonesia. “A dark shadow of an ensuing pandemic engulfs the festivities, as people struggle to adapt to a new way of life at a blinding pace. The rituals of Ramadan, which haven’t changed for centuries, are now being challenged. This leads to consumers behaving in unfamiliar ways, decisions being made based on previously unknown parameters. Businesses are at a loss of understanding these changes, leave alone coping with them.”
He added: “The Unfamiliar Prayer study throws light on 10 behavioural insights and strategies for 10 categories, to help brands win in Ramadan 2020, despite the pandemic.”
Ritual becomes virtual. For the first time ever, Ramadan will be experienced within the confines of a lockdown leading to traditional rituals like Zakat, Shalat, Ngabuburit, Ramadan bazaars, gifting work and media habits to become virtual at the same time, impacting business, economy, occupation and earnings. But what it will impact the most is the consumer sentiment. Brands must create messages of solidarity and faith to give people hope.
Two exoduses. A banned Mudik will lead to 2 exoduses – one after the lockdown is lifted and the other at the end of the year with a longer break. The long period of social restrictions will make people impatient which will benefit travel companies. By adapting to these two periods and creating anticipation, travel businesses can benefit once the opportunity arises.
Zakat goes online. New ways of doing Zakat (charity) and new causes will emerge which people will want to support. This will further fuel fintech companies.
Being satisfied with less. A Ramadan with little or no THR (Eid Holiday Bonus), will change people’s priorities. Indonesians will be happy with less and focus more on food, personal health, togetherness and relationships. Spending will be more on stockpiling essentials and cooking at home to create more family moments. With many urban Indonesians eating out, this can become new habits and brands in the FMCG sector can give people ideas to innovate and help people discover new skills during lockdown.
Home as the new Masjid. Restrictions on mass gatherings will lead to a home becoming a Masjid. The new trend of praying at home will mean that Indonesians will make their homes clean, safe and beautiful. Consumer electronics brands can build communications around health and safety on how the appliances can create a comfortable family atmosphere. Alternatively, they can bundle data plans with their devices to allow people to make the most of the free time.
Online shopping. Ngabuburit (activities done while waiting for Iftar) take a whole new meaning with people making better use of their time as people are more productive. This is an occasion for brands to connect with them, offer personalised shopping experiences online and create communications messages focused on the health and wellbeing of their consumers.
Retail transforms. Ramadan shopping takes a whole new meaning as online marketplaces come of age, traditional retail becomes omnichannel and social gifting for the less fortunate becomes an obligation.
Overcompensating for absence. As people can’t be physically present to greet their families, they overcompensate by sending gifts. Gift hampers will likely see face masks, vitamins, health supplements, hand sanitisers etc. Healthcare brands can leverage this by playing a role in how they can become a part of the consideration as preferred gifts.
TV is the new radio. New media habits of people will see TV being consumed more like radio. This has insights for brands on how their communication assets can incorporate music content and memorable jingles to create new ways to create top of mind brand recall during this period.
Increased productivity. The time saved will help them be more creative and brands can play a role in helping them discover new passions
The white paper is a culmination of insights arising from a series of primary studies via behavioural observations and in depth interviews, followed by secondary studies using data analytics, social listening, desk research and government media resources.
Read the full white paper here.