BACKSLASH RAMADAN COVID-19 SPECIAL EDITION - KUALA LUMPUR - The ...
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KUALA LUMPUR X TCP- INDONESIA BACKSLASH RAMADAN COVID-19 SPECIAL EDITION EDITION 3 WEEK OF MAY 6 - MAY 13
KUALA LUMPUR X TCP- INDONESIA
WHAT’S
Backslash is a proprietary TBWA discipline that highlights the latest shifts in culture (news, events,
initiatives, trending hashtags, inventions, brands’ communications).
We call them “Triggers”, because they trigger something in culture. They are often a pre-requisite
for emerging cultural trends.
THIS?
The emergence of a new trend is something we call “Edges” as they aren’t necessarily established
yet, but are definitely emerging and growing.
A Trigger; for example is: “A growing number of young Muslim female travellers from Malaysia
and Indonesia have already travelled abroad with their girlfriends without male Mahram as part
of sisters-on-tour.” In turn, this inform the rise of the Edge: “Fempowerment” in the region.
DOES IT
In light of COVID-19, culture is shifting in every direction.
This is being fed by consumers’ needs, governments’ reactions and brands’ initiatives.
Triggers are everywhere, shaping Edges.
MATTER?
This document brings you the latest COVID-19 Triggers in Indonesia and Malaysia, looked into
from the lens of Ramadan, the Edges they shape and their implications for brands and industries.
This document helps you to:
• Understand the culture that is surrounding us in COVID-19 era.
• Identify opportunities amongst the darkest news.
AND TO
• Jump into cultural conversations and be part of a global phenomenon.
• Capitalise on this unique opportunity. (If done right.)
This document is for the curious.
All marketers – from the anxious to the opportunist. Any advertiser looking for insights.
WHOM?
Anyone who likes to read into what’s happening.
If you’ve got it, it’s for you.
From your friends at
KUALA LUMPUR X TCP- INDONESIA
KUALA LUMPUR X TCP- INDONESIA
1 CULTURAL TRIGGERS
COVID-19 Ramadan triggers from Malaysia
and Indonesia.
REPORT 2 SOUL SEARCHING
CONTENT
What search trends from Google can tell us about
the Malaysian and Indonesia states of mind.
3 GLOSSARY
Quick explanations to Bahasa Malaysia and Bahasa
Indonesia words used throughout the report.
KUALA LUMPUR X TCP- INDONESIA
COVID-19
CULTURAL
TRIGGERS
Copyright 2020 TBWA\
KUALA LUMPUR X TCP- INDONESIA
SUSTAINABLE RETHINK BAZAAR
SADAQAH, ALWAYS
RAMADAN RAMADAN
Ramadan is incomplete Time to cut down on our food
Shopping during this period of
EMERGING
without giving. In this times of waste and consume only
social distancing will no longer
hardship, how do I continue to what’s needed. Will this
be the same. How do I still
share what I have with those in Ramadan give us the
make most of my spending
opportunity to observe a more
RAMADAN
needs? without going overboard?
responsible Ramadan?
THEMES IN
SIGNS OF COMMUNITY &
STRENGTHENING HOME IS WHERE
SOLIDARITY TRADITIONS
MY FAITH IT’S AT
REMIXED
THE AGE OF
COVID-19 continues to spread, but At the heart of it, this is the With no mosques to turn to,
With familiar elements gone, the
it’s bringing out the best in people month where I strengthen my home will now become the
new normal can be unnerving for
around the globe. As Muslim, how connection to Allah through epicentre of Ramadan. How do Muslims observing Ramadan
COVID-19
do I advocate for humanity and I make my home a place for
declaration of faith, fasting, What can be done to keep the
solidarity between people in this spiritual activities and
prayers & more. spirit alive and familiar?
trying times?
celebration?
CELEBRATE IN MUDIK /
COVID-19 is changing the way Muslims observe
MODESTY BALIK KAMPUNG
the holy month of Ramadan and everything that The impacts of COVID-19 on livelihood,
we know and are used to. With drastic changes businesses & sources of income are
forcing Muslims to change the way they
With long-distance travelling
not encouraged (or worst,
in lifestyle, we foresee the observation of celebrate Ramadan & Eid. What can be
done to support citizens’ economic well- banned), will I get to be with my
Ramadan and celebration of Eid will be different being to be able to still celebrate this family during a month when
period and make it through post-
too. The following are a number of emerging Ramadan & Eid no matter how difficult?
being around family is most
important?
trends that are slowly shaping the new
Ramadan for Muslims in Indonesia and
Malaysia.
Copyright 2020 TBWA\
FOOD KEEPS RAMADAN TRADITION ALIVE
Food is an integral part of Ramadan. During this period, two main meals are served: Iftar (breaking of fast) and Suhoor (pre-dawn
meal before the start of fasting). Food is a symbol of ‘rezeki’ (blessing) and serves as a reminder for Muslims to express
‘syukur’ (gratitude) after a day of fasting, keeping in mind those who are less fortunate, those without means to even put food on
the table. This reminder should encourage Muslims to share and give ‘sadaqah’ (voluntary charity) to help others and often that
starts and end with food. But during this unique Covid-Ramadan experience, the role of food goes beyond filling empty stomachs
after a day of fasting. To those who observe, food is one of few thing that keeps Ramadan familiar when nothing feels familiar
anymore. Here’s three ways to look at this:
SAVE OUR BAZAARS! 2 DIY DELICACIES
1
BRING IT ONLINE
Traditional food that defines the culture and tradition of
OUR
When the Malaysian government announced Ramadan and Hari Raya (Eid) are not always the easiest or
cancellation of Ramadan bazaars nationwide to curb commonly prepared at home especially among the younger
the spread of the pandemic, Malaysians mourned the generation.
disappearance of a very significant element to the
BIGGEST
season. But as Malaysians find it even more difficult to enjoy these
traditional delicacies in this situation, many feel empowered
To Malaysians, Ramadan bazaars are more than just a to make them at home for the first time. Without the right
LEARNING
marketplace. It is home to the season’s most beloved tools and ingredients, they turn to recipe hacks shared by
flavours. It is a platform for food vendors to earn fellow Malaysians online/
lucrative income they often wouldn’t in other months. It
is a national tradition enjoyed by everyone from all walk
THIS WEEK
(Read how the Malaysians use traditional recipe hacks to keep their favourite seasonal food
on the table on page 17)
of life. It’s an experience that define the Ramadan
celebration in this country. Without it, Ramadan feels
incomplete.
DELIVERY SWAPS OF
3
In an effort to save Ramadan bazaars, vendors affected HOMECOOKED FOOD
Unpacking the impact of culture as we by this cancellation and to fulfil the people’s desire to
still devour their favourite Ramadan food despite the Food swaps is a tradition practiced by Muslims and
begin observing Ramadan during this their communities for generation. It’s a tradition that
situation; Malaysians have come together to bring this
time of crisis. experience online. From concerned citizens to big celebrates the sharing of ‘rezeki’ with family and
brands, state governments to community organisers, neighbours. With social distancing measures in place,
everyone plays a part to turn what once was a physical Malaysians get the help of delivery riders to keep this
experience into a digital one overnight. sharing tradition of home-cooking alive.
(Read how Malaysians use delivery services to swap homecooked food with others on
(Read how the Movement Control Order (MCO) is shaping a new Ramadan Bazaar’s
Source: FaveBiz page 18)
ecosystem in Malaysia on page 15)
TO HAVE A SHORT ONLINE GETAWAY
This Covid-Ramadan hasn’t been an easy one. The pandemic has impacted our way of life and it is changing
the way we observe our traditions and religious festivities. Worst, it is affecting our morale too. But we always
strive for positivity. Despite the scale of this COVID-19 situation and how it seems like the pandemic has taken
over our day-to-day conversations, recent Twitter trend report proved otherwise. The report shows that actual
Covid conversations on the platform in the country is lower than what it appeared to be at 2.5% vs non-Covid
conversations (97.5%). The fact is, we want to continue feeling normal. So in Indonesia, we are dealing with this
situation in our own unique ways. Here’s how:
FINDING JOYFUL ESCAPES IN USER
OUR
KEEP US MOTIVATED,
1 2
FEED OUR ASPIRATION GENERATED ENTERTAINMENT
BIGGEST
When all Indonesian news portals are mostly This Ramadan, we are not just discovering new
orbiting over COVID-19 news, we are exploring skills, but also new things to watch & read. We
different ways to search for more positive feed our eyes with light-hearted content, such
as how Indonesia’s popular actress, Nagita
LEARNING
reads. That’s when we found motivational and
inspirational articles. Slavina would do during Ramadan this year, or
reacting to a local grandmother being called
For the past week, articles like ‘poor father out by our funny mayor, or discovering new
THIS WEEK
works until he can send his three kids to TikTok artists. Now, being up-to-date is not only
college’ or ‘a once poor cow farmer now have when it comes to Corona news, but also
million dollars assets’ are on the top news knowing that entertaining cultural nuggets like
radar. This kind of articles succeeded to be these are happening around us too.
shared and engaged with almost 80,000
Unpacking the impact of culture as we users. 3 MEMES OVER EVERYTHING
begin observing Ramadan during this We want to continue to inspire ourselves and
While we’re seeing political tension spiked due
time of crisis. our surroundings with stories of others that
allow us to reflect and learned from other to Coronavirus, some of us are turning our
people’s journey through adversity. anger into creativity by creating memes around
unpleasant situations for some fun times and
laughter. Let’s face it, meme is the new way to
protest.
Source: Twitter APAC
Copyright 2020 TBWA\
KUALA LUMPUR X TCP- INDONESIA
SERUMPUN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\
KUALA LUMPUR X TCP- INDONESIA
SERUMPUN
INTRODUCING… In true “serumpun” spirit… that’s “of the same root”
in Bahasa Malaysia and Bahasa Indonesia, we
SERUMPUN bring together triggers that are unique to each
market as well as those rooted in similar essences.
TRIGGERS
HOME IS WHERE IT’S AT SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Recreating Physical Experiences On Social Media
Bedroom Pop
The teenage bedroom is the new hotbed of
An emerging trend on TikTok is people role-playing as everyday workers -
creativity. From the DIY bedroom music genre, to
from a KFC service crew to an underwear storekeeper in Tanah Abang (a
pajamas as millennial fashion, and decorinspired
Shopping centre in Jakarta). With the whole nation under lockdown,
new subcultures like "VSCO Girls.” Both a TikTok
Indonesians are beginning to miss their daily physical interaction outside
portal to the world and a private space anxious
which has resulted in them creating these short TikTok videos, hoping to
youth are retreating to, staying in is officially the
get some normalcy and familiarity back in their lives.
new going out. Self-care start-ups like “Girls’ Night
In” are capitalizing on the “Homebody Economy.”
Malaysia is currently in week 7 of Movement Control Order (MCO) where
activities like outdoor cycling is not allowed, as a result, a talented
Malaysian director, Quek Shio Chuan, merged his two greatest passions, Reverse-IRL
making films and cycling to produce a spectacular stop motion video of It’s time to get real. In a lonelier, more
him braving through the many "real-world" obstacles at home on his automated world, we seek real-life, human
bicycle. The video has garnered over 670,000 views. experiences. The rise of local community
meetups, DTC pop-ups, and rent-a-person
WHAT IF services are reviving opportunities for physical
connection. Experts say we’re starting to build
deeper relationships with a smaller number of
people we can actually stay in touch with IRL.
TikTok becomes the platform where we reenact the 'old normal' that we used Brands can respond to our need for deeper,
to live in? real-life, person-to-person connection.
Brands can match this nostalgia for normalcy by creating experiences that
provides some form of normalcy to consumers?
Useful links: Instagram, Twitter,The Rakyat Post
Copyright 2020 TBWA\SUSTAINABLE RAMADAN
THE TRIGGER EDGES
Staying Home = More Trash Produced
Waste was already a major environmental issue in Malaysia and Indonesia pre-lockdown. Over
Climate Credit
the years, both countries have implemented regulations to address this growing problem. This doesn’t The pressure for climate cred is on. From green loyalty
help with modern day Ramadan behaviour of excessive Iftar feast and food bazaar being at the heart programs, to “sustainability makeovers,” and bans on
of the tradition creating significant food waste problem both countries have to deal with every year, single-use plastic, brands, consumers and governments
which goes against the teaching of Ramadan. Question is, with entire nation under some form of alike are vying for climate credit. It’s the new race to join
lockdown, has the situation helped improved the situation and reduce food? Sadly, no. the “circular economy” and be the most eco-friendly. In
the business of climate change, everything and everyone
Jakarta's trash output has decreased by more than 40% since the lockdown because restaurants gets a score.
and malls are closed. However, environmentalist are expecting waste to increase because people
are staying at home. With dramatic rises in food delivery and online shopping, the use of takeaway
containers, shopping packaging, etc could lead to the possible increase in waste production. Convenience Economy
We want it now. As people seek to fulfil their
The absence of Ramadan Bazaar this year due to Movement Control Order (MCO) has reduced
behavioural addictions, they increasingly rely
food wastage. However, with people staying home in compliance with MCO there has been
on algorithms and smarter tech to not only
spikes in household garbage — largely from new MCO behaviour of increased food delivery,
deliver goods, services and entertainment in an
online shopping, and well, online bazaar. While many thought MCO could being a positive
instant, but to predict and send what we want
impact towards waste production in Malaysia, it's becoming clear that people have just found
before we even know what that is.
other avenue to continue producing waste.
WHAT IF
As we continue staying at home, we can adopt new practices that can
Survivalism
Today, disaster feels imminent. Climate
help reduce waste more creatively?
anxiety, looming financial crises, and
political instability is driving consumers
The packaging be it food container or parcel are reusable. A reusable packaging to hope for the best but prepare for the
that either customer can reuse it to reorder from the seller or customer can worst. Now drastic problems require
return it to the seller to reuse it. even more drastic solutions.
There’s a habit tracker that help people track their individual or
household food waste?
Useful links: The Rakyat Post, The Star, The Jakarta Post Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
MALAYSIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\RETHINK BAZAAR RAMADAN
THE TRIGGER
From on-ground to online overnight: How MCO is shaping a new Ramadan Bazaar’s ecosystem
In an effort to keep Ramadan Bazaar traditions alive and to help small traders and home-based businesses make a living they as they commonly would during
Ramadan, Malaysians came together to bring this typically on-ground Bazaar digital this year due to the Movement Control Order (MCO).
Third-party aggregator/platform that provides Mostly seasonal small traders, home-based businesses,
WHO
a paid/free listing for vendors to sell products. local hawkers selling freshly cooked food popular during
They enable consumer to discover vendors and Ramadan, packed food such as the kuih Raya (Hari Raya
products, purchase and arrange for delivery. WHO cookies) as well as those selling traditional clothes and
accessories to be worn during Eid/Hari Raya.
Order directly from vendors
CONSUMER AGGREGATOR / PLATFORM VENDORS
Order through Order through
third party third party
Locality-based online bazaar platforms Via third-party platform listing
Malaysians looking for their Ramadan and Raya/ 1
serving local communities To reach out to a larger group of consumers, savvy businesses would
WHO
Eid food fix and more despite the absence of 1 have its Ramadan / Eid offerings listed on third-party platforms/
physical Ramadan bazaars. This is their way of e.g. PLATS for Selangor locality (Initiative by MBI Selangor, Hijrah
aggregators with ready-to-use ordering and delivery system in place.
Selangor & Slurp with Grab as delivery partner),
supporting local businesses during this period. www.cyberjayafarmersmarket.com - by Cyberjaya market stall owners
going online for their community
Via owned social pages, WhatsApp and
Food delivery services community groups
2 Most of these businesses already have some level of social media presence
e.g. GrabFood’s e-Kitchen Bazar, BeepIt’s #IftarWithBeep
2 and are using owned pages to continue promoting their products and
managing orders from. The most common way to engage with vendors is via
WhatsApp where ordering happens, but payment and delivery arrangement
Non-food players created bazaar section are made on different platforms.
3 on their platforms Popular bazaars like the Shah Alam Bazaar have its own dedicated Facebook
group that house information on its permanent vendors. These bazaar-
e.g. Fashion Valet’s FVBazaar - partnership with FoodPanda,
focused groups help consumers to connect with vendors from their favourite
Maybank’s Sama Sama Lokal
Ramadan bazaars and helps them identify sellers situated within the 10km
delivery radius, a rule imposed by the government during this period.
Brand Gangs
Die-Versification
Brands are joining forces around shared industry challenges Polarization
“Pivot or die” is less of a strategy and
and good causes where they can have a greater collective We're living in a world of extremes. With the rise of
more of an ultimatum. Brands are
impact. 53% of consumers think brands can do more to polarized camps, the middle ground has eroded. It’s
eking out a new lease on life by
EDGES diversifying their offerings into entirely
solve social problems than governments. Imagine what an Good vs. Evil out there. Think smaller, more tribal,
entire industry could accomplish? 21st-century brands are more radical. Or break the filter bubble, embrace
new industry sectors. We coin it
built on collaboration. Rethink the Big businesses helping your critics, and champion the grey area
“Commercial Darwinism.” Copyright 2020 TBWA\
out the newcomers and gang up for goodHOME IS WHERE IT’S AT
THE TRIGGER EDGES
Cooking Fails? Do Share!
Mood Geisting
A local Facebook group called 'Masak Apa Tak Jadi Hari Ni?' which loosely translates to 'What Brand, optimize my vibe. In the Age of Anxiety,
Did You Cook Today That Failed?' became an instant hit during this Movement Control Order mood prediction and modulation is a new human
(MCO) period. In a time where people want to show-off their amazing cooking skills, this group behavior and innovation space. From hotels with
celebrates failed attempts of everyday home-cooks who share their hilariously ugly looking failed responsive ambient rooms, to LSD microdosing to
dishes. #MATJHN has garnered 1.8 million followers since it started on 14th April and the number make us smarter and happier at work, we’re getting
keeps growing. It even received a shoutout by the Prime Minister of Malaysia during one of his psyched.
recent COVID-19 addresses.
In this times of uncertainty and fear, people are finding ways to escape reality and focus on
entertaining content that is real and relatable. Apart from leaving you in a fit of laughter as you
Connected Families
Family meets Tech. Where we used to look to
read people's stories of cooking failures, many expressed that they’re feeling empowered to share
relatives, we now outsource family roles through
their cooking failures too. The platform has become a no-judgement zone with comments
apps, social networks, and AI home assistants. Tech
sections filled with words of encouragement and tips on how to actually cook the dishes. These
start-ups are efficiently filling the gap where
kind gestures by strangers on the internet makes these "failures" not so much as failures but
governments and employers are failing working
rather a shared experience as a community.
families. Brands can increasingly become “part of
WHAT IF the family” as we embrace new support services.
The modern village is no longer just about raising a
child, but allowing parents to fulfill their lives and
FMCG brands use this group’s cooking failure data to inform its next content. multiple identities too
There are countless insights around most-tried recipes and failed steps that
brands can leverage on to help audience with their kitchen experiments. Empathy Age
Welcome to the Interpersonal Economy.
In a more interconnected world where
As a society, we’re learning to become more accepting of "failures" and using one country’s crisis impacts us all, and
these failures as springboard to future successes. where many human skills can be
automated, empathy is the new
currency. Kindness now beats honesty
and vulnerability is the new relatability.
Useful links: Facebook
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Recipe Hacks To Keep Food Traditions Alive
During Ramadan this year, searches spiked around food—namely food recipes and
Tradition Hacking
Despite the ever changing and evolving modern world,
online food delivery. The top three most popular recipe searches in Malaysia are Air
people are continuing and keeping the local cultural
Katira, Roti John and Seri Muka, all staples at bazaars. traditions alive. We value more and take pride of our own
culture and heritage. People tweaking them to fit their
There have also been a number of recipe hacks shared across social media platforms, lifestyle are becoming a norm.Instead of cooking delicate
empowering people to prepare these otherwise tough, complicated comfort food traditional dishes for hours, we hack them using appliances
recipes that's typically only prepared by experts. Some of the hacks include: Lemang to ease the process. It's easier but it doesn't mean any less.
recipes that is traditionally made in bamboo, but can be prepared in papercups; or Tradition still lives on to be hand down to the younger
instead of cooking Seri Muka in an origami banana leave box, you can just serve them generation, in a modern tech way.
in food container.
Modern (and desperate) times requires moderns adjustments. Malaysians believe that
for as long as they can hack traditions, they can keep traditions alive. This pandemic
Connected Families
Family meets Tech. Where we used to look to
might be keeping us apart from each other but not with traditions. Matter of fact, it has relatives, we now outsource family roles through
made us value and them even more! apps, social networks, and AI home assistants.
Tech start-ups are efficiently filling the gap where
WHAT IF governments and employers are failing working
families. Brands can increasingly become “part of
the family” as we embrace new support services.
The modern village is no longer just about raising a
More people are becoming more comfortable to cook for themselves rather
child, but allowing parents to fulfill their lives and
than relying on food prepared by others? multiple identities too
Instead of selling ready-made food, brands start selling recipes or DIY
kits instead?
Useful links: The Star, Facebook, Youtube
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Delivery Food Swaps
IRL
It's a known tradition for Malaysians to "bertukar juadah" (exchange of food) during Welcome to the Interpersonal Economy. In a more
festive seasons or special occasions, almost like a potluck without the event. In many interconnected world where one country’s crisis
majority Malay communities, during Ramadan, people will exchange their Iftar impacts us all, and where many human skills can be
automated, empathy is the new currency. Kindness
dishes with neighbours and family members living in different houses. This is a part
now beats honesty and vulnerability is the new
of the season’s giving tradition as they believe that it symbolises the sharing of
relatability.
'rezeki' (blessings) with each other.
With the Movement Control Order (MCO), people aren't able to visit one another
and thus to keep this tradition alive they are turning to delivery/runner service.
People will still be able to give and receive their 'parcel of love' of home cooked Empathy Age
dishes or desserts from family and friends. There's something special about home Welcome to the Interpersonal Economy. In a
cooked meal as it gives a sense of comfort, gratification, & contentment. more interconnected world where one
country’s crisis impacts us all, and where
many human skills can be automated,
WHAT IF empathy is the new currency. Kindness now
beats honesty and vulnerability is the new
relatability.
After the pandemic, these delivery food swaps becomes a normal occurrence?
If so, how can brands participate in the swaps?
Useful links: SCMP
Copyright 2020 TBWA\STRENGTHENING MY FAITH
THE TRIGGER EDGES
Ibadah Tracker during Ramadan iGod.
An app called "Ibadah Tracker" allows parents to monitor and guide their their kids' Religion is getting a facelift. With the help of VR,
Ibadah practices. The app has checklist of numerous practices including Sadaqah, apps, and pop culture at large, institutions around
the globe are injecting modern sensibility into
Tarawih Rakaat, Quran Juzuk recital, etc. Each of these practices come with reward
ancient tradition. From the Hajj to the rosary,
points. religion unites with technology in order to modernize
and bring in younger worshippers. Instead of people
The objective of this Ibadah tracker is to improve one’s self discipline and ultimately
finding their faith, it’s finding them.
lead to better practices. With this gamified approach, users become motivated to do
these good deeds as they see their ranks on the 'real-time leaderboard. Every
practice with be recorded and stored on cloud and is accessible for reference even Connected Families
after Ramadan. Family meets Tech. Where we used to look
to relatives, we now outsource family roles
WHAT IF through apps, social networks, and AI home
assistants. Tech start-ups are efficiently
filling the gap where governments and
employers are failing working families.
This gamified approach to spiritual practices becomes the new norm after Brands can increasingly become “part of
Ramadan to help people stay motivated and focussed on their worship? the family” as we embrace new support
services. The modern village is no longer
just about raising a child, but allowing
parents to fulfill their lives and multiple
The tracker comes with a reward system created in partnership with various identities too
Halal/ethical brands looking to be discovered in the experience?
Useful links: Amanz , Ibadah Tracker
Copyright 2020 TBWA\HOME IS WHERE IT’S AT
THE TRIGGER EDGES
Ramadan Virtual Run
Virtual run is a race that can be held from any location of your choosing, it allows Hyperpersonalisation
flexibility and customisation that physical runs can't provide. Everyone is eligible to Branding for an audience of one. Advances in
participate in this virtual run, all they have to do is pick a distance, run (or jog, walk, technology and biological data are allowing us to
stroll), upload the proof of the run via any running app and you win a medal! pair products to our precise preferences, behaviors,
even genomes. The personal is the commercial.
To encourage more people to participate in physical activities during the month of
Ramadan as well, a local virtual run organiser has designed a season special medal
- Ramadan Medal. The Ramadan Medal comes in the shape of a mosque with a
moon to indicate the month of Ramadan.
Soloism
Singletons are the fastest-growing households
WHAT IF globally. Things we used to do together, like
dining, travel, and work, we now do solo. Big-
box quantities are out, branding for an
audience of one is in. The “Aloneness Economy”
Virtual runs become the new practice between runners around the world? is commercial white space. .
In this age of customisation, we see more sporting and physical activities
move towards fitting your individual needs rather than everyone's needs?
Useful links: Shike Watch
Copyright 2020 TBWA\TBWA\KL x TCP-TBWA\INDONESIA
SIGNS OF SOLIDARITY
EDGES
THE TRIGGER EDGES
Growing Dissatisfaction With Government’s Handling Of Crisis
Modern Strike
This past week, the Malaysian government has made a series of announcements Company activism has rapidly flipped from external
and decisions that has led to public backlash on social media. marketing to internal justice. Traditional labor unions are
growing globally among millennials. New, subtler forms of
employee activism are emerging too, such as private
1
Strong Opposition 2 The #UTurn Government. Slack channels. Don’t wait to be called out. Regular,
Against CMCO. proactive staff feedback is businesses’ best defence.
Few days into the 4th phase of Movement Control Order Following the announcement of the CMCO, the government had Partner with your people to identify and implement
(MCO), the Prime Minister of Malaysia announced that said that the previous regulation from MCO would still be
positive change. Activism can then become engagement.
the nation will open up its economy in 3 days and a new enforced that the nation is still under lockdown. Similarly, the
Conditional Movement Control Order (CMCO) will be federal government said state government had the power to
implemented. implement CMCO however they deem fit. However, after all the
backlash received, the federal government went back on their
word leading to further confusion and anxiety among the public.
Money Out Loud
The CMCO received mixed reactions. 8 state governments
decided that they would not adhere to this new ruling
fearing that the implications of reopening the economy
Money is now officially a topic to discuss in polite
with no prior planning can lead to possible resurgence of The Central Bank of Malaysia (BNM) announced that interest of
COVID-19 cases in Malaysia. company. Financial wellness, salary transparency
hire purchase loans and fixed rate Islamic financing
accumulated under the six-month moratorium (offered by BNM and money diaries are helping to break the taboo
Malaysians at large were also unhappy with this move, during the start of MCO) would still be charged to borrowers and shame we hold around our cash. Money is
with only 47.7% saying they're ready to go back to work even though it was previously announced that it wouldn't be.
under CMCO. There is even an online petition with over the biggest cause of stress for all generations and
420,000 signatures objecting this sudden decision. This has led to public accusing BNM of being inhumane to be
sexes. Honest and open conversations are helping
focussed on profit instead of helping people during these trying us to get financially fluent and call time on the
WHAT IF times. wage gap. It’s time to start a new conversation
about the role of money in our lives. Money talks..
People break the law unknowingly due to lack of clarity provided
by the government?
Media entity become a mediator by creating townhall where
government and the people can meet & have open and honest
discussions with each other?
Useful links: Astro Awani,MalayMail New Strait Times Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
First Stop: Pawn Shop
COVID-19 has caused at least 2 out 5 Malaysians to lose their jobs. On the first day Money Out Loud
of Conditional Movement Control Order (CMCO), the ugly truth reared its head when Money is now officially a topic to discuss in polite
company. Financial wellness, salary transparency and
pictures of long queues in front of pawn shops around the nation hit social media.
money diaries are helping to break the taboo and shame
we hold around our cash. Money is the biggest cause of
While some were there to renew or redeem their pawn tickets, many were there to stress for all generations and sexes. Honest and open
pawn their valuables for cash in order to buy essential items like medication and conversations are helping us to get financially fluent and
food. There were also those whom wanted cash for the ongoing Ramadan month call time on the wage gap. It’s time to start a new
and the upcoming Raya celebration — hoping to inject a little bit of joy during this conversation about the role of money in our lives. Money
trying times. talks..
Many low-income citizens have not received the monetary aid from the government's Survivalism
stimulus package that promised in March and with the rising unemployment rate, Today, disaster feels imminent. Climate
people are seeking for alternatives means to survive everyday. anxiety, looming financial crises, and political
WHAT IF instability is driving consumers to hope for the
best but prepare for the worst. Now drastic
problems require even more drastic solutions.
There’s a platform that allows people to pawn their valuables for a short period
and have it paid back by completing a day/week-worth of job or tasks.
Larger corporations provide an internship or initiate a training program that
allow people to learn new skillsets which then they contribute to the business
or at least enable them to find alternative work.
Useful links: Malay Mail
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
INDONESIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\COVID-INNOVATION
THE TRIGGER EDGES
Transparent Masks For Those With Impaired Hearing
Empathy Age
Wearing a mask is the now normal, however, for those with impaired hearing Welcome to the Interpersonal Economy. In a more
these masks stops them from being able to properly communicate because interconnected world where one country’s crisis
impacts us all, and where many human skills can be
the masks makes it impossible to read-lips. This sparked people's creativity
automated, empathy is the new currency. Kindness
and thus the new transparent mask was created using plastic inlay to now beats honesty and vulnerability is the new
facilitate the communication. This simple innovation is a huge help to a relatability.
community that is often sidelined.
Pluralism
Diversity has exploded. Coalitions of the previously
WHAT IF excluded are fighting against discrimination and
changing the norms—be it ableism, racism, sexism,
ageism, transphobia, Islamophobia, anti-
neurodiversity or any other not listed here. We’re not
papering over differences anymore, we’re
Brands take into consideration the different groups with different needs - how understanding how they intersect. It’s the end of the
can a brand step up and help them adjust to this new normal? road for generic diversity campaigns. Brands need
to tell a new kind of story to disrupt this space. .
Useful links: Jakarta Post
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Mayor-branded Charitable Merchandises
Polarization
The mayor of a city in Central Java, Klaten is in the spotlight due to her attempts We're living in a world of extremes. With the rise of
of labelling every charitable merchandise to come out of her office with her polarized camps, the middle ground has eroded. It’s
photo. These merchandise then serves as a form of campaign material. Good vs. Evil out there. Think smaller, more tribal,
more radical. Or break the filter bubble, embrace
Responding to this, Indonesians decided to give her more exposure by making your critics, and champion the grey area.
memes out of her photos and applying her photo to content from other more
noticeable brands. Even in times of crisis, Indonesians are showcasing their
creative minds and are helping each other stay entertained.
Doom Generation
WHAT IF Time to sit back and watch the world burn.
Existential dread is no longer the purview of
pessimistic intellectuals, it’s gone pop cultural. From
music, to memes, to marketing, we’re surrendering to
Brands are able to tap into Indonesians' creative side and use it to spread political, economic and climate instability with a
some good, especially for the communities affected by COVID-19? new form of creative, often absurdist, nihilism..
Useful links: Liputan6
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
People Justice Will Prevail
Cancel Culture
An Indonesian You-tuber, Ferdian Paleka’s prank video of him giving fake The mob-mentality meets social media-brands,
charity to transgenders around town has taken internet by storm. So much so public figures, and governments bow down to the
that even the police had to step in and arrest him for his . Twitter masses or risk invoking their ire. Any person
or brand can be “canceled” in a moment.
On other hand, mask-hoarders who are experiencing loss and thus are quickly
selling their mask-stock are facing backlash for hoarding the masks in the first
place, especially when there was a shortage in supply.
This shows that when it comes to justice, Indonesians are hand in hand to give
these public nemesis a lesson they deserve.
WHAT IF
People's behaviour of being more vocal and demanding for change becomes
a norm in Indonesia?
Useful links: Coconuts
Copyright 2020 TBWA\SIGNS OF SOLIDARITY SADAQAH, ALWAYS
THE TRIGGER EDGES
Feed The Animals
Empathy Age
The Indonesian Zoo Association (PKBSI) has launched an online Welcome to the Interpersonal Economy. In a more
fundraiser asking public to help feed thousands of animals in captivity interconnected world where one country’s crisis
impacts us all, and where many human skills can be
across the country as zoo revenue disappeared during pandemic.
automated, empathy is the new currency. Kindness
now beats honesty and vulnerability is the new
relatability.
In this trying times, people's own definition of empathy is being expanded?
WHAT IF
We create a system for fund collection based on the amount of food waste
human produces during Ramadan which can later be donated to the zoo?
In this trying times, our definition of empathy expands when we factor in the
needs of other living creatures getting impacted by COVID-19. What if brands
are able to tap into this empathy and help make a difference for animal lives?
Useful links: Jakarta Post
Copyright 2020 TBWA\CELEBRATE IN MODESTY
THE TRIGGER EDGES
No outing, more savings!
Frugalicious
According to Statistics Indonesia (BPS), Indonesia recorded an “unusually” low Frugal is the new sexy. People are looking to spend
inflation at the start of Ramadan in April as the COVID-19 pandemic reined in less and look good doing it with penny-pinching
apps and FIRE retirement goals. Frugal doesn’t
household spending. Usually there is a higher demand in paying for services
mean cheap, it’s a lifestyle choice that allows
and purchases of goods to welcome Ramadan, but this year has been quite people to do more of what they love in the face of
the opposite - partially caused by the large-scale social restrictions (PSBB). economic uncertainty.
Survivalism
Today, disaster feels imminent. Climate
anxiety, looming financial crises, and political
WHAT IF instability is driving consumers to hope for the
best but prepare for the worst. Now drastic
problems require even more drastic solutions.
In times of pandemic, people are in frugal saving mode to prepare for the
worst to come. What if brands show them ways to stretch their budget that
would still allow for a modest but meaningful Ramadan and Eid celebration?
What if this frugal behaviour become a new normal? How should businesses
target consumers that are not spending?
Useful links: Jakarta Post
Copyright 2020 TBWA\PLURALISM
TRADITION HYPER
CLIMATE
HACKING PERSONALIZATION CREDIT
CONVENIENCE MODERN STRIKE POLARIZATION
FRUGA-LICIOUS
ECONOMY
CANCEL MONEY OUT CONNECTED iGOD
SUMMARY: CULTURE LOUD EMPATHY AGE FAMILIES
CULTURAL
EDGES THAT DIE-VERSIFICATION
SIGNALS
MOOD GEISTING IRL
SURVIVALISM
COVID-
RAMADAN
SOLOISM
DOOM
GENERATION BEDROOM POP BRAND GANGS
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
COVID-19
SOUL
SEARCHING
What search trends from Google can tell us about the
Malaysian and Indonesia states of mind.
Copyright 2020 TBWA\Soul searching - Google trends of Indonesia
27th April - 3rd May ( 4th Ramadan- 10th Ramadan ): National celebrations amid the pandemic
2M+ searches 50K+ searches 2M+ searches 100K+ searches
100K+ searches 100K+ searches 50K+ searches
1. Game google 1. Walikota 1. Gempa hari 1. Erwin 2. Haveibeenpwned
1. Game google 1. Hari
doodle populer Tanjungpinang ini 2020 Prasetya
doodle populer pendidikan Tokopedia data
nasional leak case
2. Puisi tentang 2. Gigi Hadid 2. Hari Buruh 2. Selamat hari
2. Reemar 3. Tokopedia
keluarga pendidikan
di-hack
3. Irrfan Khan nasional
3. Puisi 3. May Day
3. Jaring-jaring keluarga 2020 3. Ki Hajar 4. Jupiter
Kubus 4. Jaemin Dewantara ascending
4. Hari puisi
nasional 4. Marsinah Indonesian father
TV school
5. Hari tari of education
learning 6. The world Female labour
sedunia 4. Guru Zuhdi
6. IU of married acitivist
6. Film Self/ 5. Kata-kata
6. Dua Lipa Viral Indonesian
7. Bupati Klaten Less motivasi teacher
8. May Day
9. Kisah Nabi
Adam 9. 1 Mei
9. PSBB Jawa 9. Mbah Minto
adalah hari
Barat
10. Doa buka 9. Jerinx
10. Nicholas 10. Jadwal
puasa dan 10. Spiderman 10. Asha Shara
Saputra imsakiyah
artinya
27 28 29 30 1 2 3
Source: Google TrendsSoul searching - Google trends of Indonesia
How the pandemic is shaping culture in a gist… (Aggregating the colour coded topics)
A Short Getaway Learning 2.0 National Days of Celebration
We had enough of consuming Love to be the most updated in community,
In times of pandemic where people can’t go to
Coronavirus info everyday, so we need a we won’t forget what has to be celebrated
school and some of us are less fortunate to
short refreshment and shifting out ‘want- even in the midst of global pandemic. May
afford proper technology, we air educational
to-live-in-the-now’ behaviour to Day, national poem day, national education
content via television, as seen from how
entertainment, as we see so many day, and national dance day searches are
searches regarding school curriculum
searches about actors/actresses and spiking up during this week
increased in the first days of the week.
movies throughout the week.
Days of Mourning On a Qui Vive We are Motivational
This week, there’s a moment where we need to We face enough crisis, that’s why we need
Sad news for Indonesia as we mourn the lost
be cautious of what happens around us. It motivation to go through the day. The search
of public figures like Walikota Tanjungpinang,
shows that in 30th of April, search about of motivational stories and breezing news are
Bollywood actor, Irrfan Khan and former Dewa
‘Gempa’ (earthquake) on the first radar, while increased this week
19 member, Erin Prasetya. These searches
on the weekend we see people searching
were in Indonesia’s top 5 radar.
about their safety as Tokopedia (Indonesian
biggest e-commerce) confirmed data leak.
Source: Google Trends DATE RANGE: 16TH MARCH- 7TH APRILSoul searching - Malaysia Trending Searches on Google
27th April - 3rd May ( 4th Ramadan- 10th Ramadan ): Entering the Now Normal
500K+ searches Esprit to close 56 stores in
Asia outside China
1. Popular Google 1. Esprit 1. Coronavirus Tips
Doodle game 1. Malaysia news
Association of Banks in
Selangor
Malaysia (ABM) and 2. National Security List of activities Implemented
Bank Negara announce and economic
2. Gerak More options in paying car Council Malaysia sectors that
Conditional
research on Movement Control
Malaysia the app
loans remain Order (CMCO)
3. Gigi Hadid prohibited
App since Developers involved in
Malaysians public mega projects to 4. Moratorium
are applying resume construction 2. Selangor
to go back 4. MITI
to town. Special Prihatin
3. MITI 5. Gkp.hasil.gov.my
Grant (GKP) will
4. MITI Approval 5. Chen EXO be open to all 3. Selangor MCO
Businesses micro enterprises
Application permitted to today from 9am. Prosedur Operasi Announced that
MCO operate full Standard (SOP) during we’re to live with
Magazine publisher Conditioned MCO
capacity COVID-19 for the
ceased.
during MCO next 2 years
5. COVID-19 Phase 4 of
from April 29.
MCO. 6. SOP
Malaysia Penang 5. Dr. Jemilah Mahmood
6. Blu Inc Media
Update 6. PS5 record zero
cases 8. MCO Phase 4 7. Anderson Cooper
6. COVID 7. Azmin Ali 7. BNM
Malaysia Malaysians 9. Boris
keep Johnson 6. Remdesivir
themselves
A five-star hotel in Melaka 8. Malaysia MCO
update with
has ceased causes many 8. Japan Coronavirus
COVID-19
to lose job.
related news
7. CMCO
10. Ramada
10. Tengku Zafrul
Plaza Melaka
27 28 29 30 1 2 3
Source: Google Trends Copyright 2020 TBWA\Soul searching - Google trends of Malaysia
How COVID-Ramadan is shaping culture in a gist… (Aggregating the colour coded topics)
Happy newborn news Keeping tabs on COVID-19 Seeking Business Clarity
Malaysians want to escape the stresses of COVID-19 and Malaysians continue to keep track on every major news Searches on Ministry of International Trade and Industry or
therefore are seeking happy news from celebrities related to the country’s fight against COVID-19 progress MITI related keywords spiked since the government
announcing pregnancy and other global public figures like status. Searches also showed interest to find out about how announced that businesses with MITI approval are allowed
the UK Prime Minister, Boris Johnson and K-Pop boyband Malaysia Airlines helped transport medical experts sharing to resume business by following Standard Operating
star Chen of EXO who are welcoming new born babies in their expertise in dealing with the pandemic in the country. Procedure (SOP) that observes strict social distancing rules,
the midst of the pandemic among other. This includes information finding on
Searches also show Malaysians continue to keep tabs on
application procedures, business SOP in the pandemic as
COVID-19 stories worldwide. This includes stories on Japan’s
well as information on consequences facing businesses who
pandemic emergency as well as on status of a coronavirus
fail to abide.
treatment namely Remdesivir, a medicine that was used to
treat Ebola as well as corona viruses SARS and MERS.
Clarity Regarding MCO Moratorium U-turn Businesses Closing Down
Malaysians are keeping themselves updated daily in order to Searches on the Finance Minister, Dato' Sri Tengku Zafrul From Melaka’s five-star Ramada Plaza Hotel closing its
get clarity on multiple key announcements that came out Tengku Abdul Aziz and banking institutions namely The doors indefinitely due to COVID-19 to Malaysia’s leading
surrounding the Movement Control Order (MCO). Searches Association of Bank Malaysia (ABM) and the central bank publishing house, BluInc Media (home to household
show interest in the federal government announcement on or Bank Negara Malaysia (BNM) peaked after the magazine names such as Cleo, Glam, Nuyou and EH!, just
loosen MCO protocols (allowing more than two persons to announcement to charge borrowers with interest to name a few) shutting down its business garnered high
go out), the Selangor state government’s new Conditional accumulated to those who choose to take up the six-month search interest this week as businesses from different
Movement Control Order (CMCO) and the Standard moratorium from April 1 to Sept 30 2020. This was allegedly sectors are hit by the pandemic and the MCO.
Operating Procedure (SOP) for business sector that will seen as a U-turn from initial moratorium announcement
resume businesses on May 4th, 2020. made weeks before intended to “help” ease financial
burden facing Malaysians during this difficult times.
DATE RANGE: 27TH APRIL - 3RD MAY
Source: Google Trends Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
• Kuih are bite-sized snack or dessert foods that can be sweet or savoury. They are an integral part of
Malaysian & Indonesian festivities.
• Hari Raya is a Malaysian term for the celebration of Eid-al-Fitr, also known as Aidilfitri. In Indonesia, Eid is
also known as Lebaran.
• Baju Raya literally means celebration attire. Muslims in Malaysia & Indonesia will wear something new on
Hari Raya/Lebaran & usually will be a traditional clothes that is colourful and vibrant.
• Air Katira, Roti John & Seri Muka are all staples food sold at Ramadan Bazar. Air Katira is a drink sold only
during ramadan and consist around 8 main ingredients. Roti John is a omelette sandwich streetfood, while
Seri Muka is a two layered kuih made from glutinous rice forming the bottom half and a green custard
layer made with pandan juice on top.
• Lemang is a traditional Raya food. It is made of glutinous rice and coconut milk mixture in bamboo stalk
and placed near open fire for several hours. During Raya season, it is very popular to find lemang stall by
the roadside.
• Iftar is the evening meal with which Muslims end their daily Ramadan fast at sunset.
• Rezeki is used to denote the meanings of 'Godly sustenance', 'Divine bestowal', 'Godly provision' and
GLOSSARY 'heavenly gifts'. It can come in different forms, like income; livelihood; subsistence; sustenance; food; or
nourishment.
• Asam Pedas is a Minangkabau and Malay sour and spicy fish stew dish.
• Ibadah means (service) to God, acts and practices done out of devotion to or for God (such as praying,
giving alms, doing good to others.
• Sadaqah is an Arabic word which means voluntary charity.
• Tarawih refers to additional ritual prayers performed by Muslims at night after the Isha prayer during the
holy month of Ramadan. It literally means "rest and relaxation" in Arabic. Rakaat consists of the prescribed
movements and words while offering prayers to Allah. It also refers to a single unit of prayers (Solat). For
example, Solat Tarawih can be done in 2, 4, or 8 rakaat.
• Juzuk are chapters or sections which the Quran is divided. There are 30 Juzuk in Quran.
• Pahala are considered a form of reward from God, almost like a heaven point. The more good deeds you
do the more “pahala” you will get.
• Pajak Gadai is a Pawnshop. It functions as a place to lend cash to mortgages item such as jewelry or
branded watches within certain period of time.STAY HOME STAY SAFE & RAMADAN KAREEM STAY CONNECTED To find out more about this report please e-mail Nazirah Ashari, strategic planning director, TBWA\Malaysia nazirah.ashari@tbwa.com Henry Manampiring; chief strategy officer TCP-TBWA\ Indonesia henry.manampiring@tcptbwa.com
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