BACKSLASH RAMADAN & EID COVID-19 SPECIAL EDITION - KUALA LUMPUR
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KUALA LUMPUR X TCP- INDONESIA BACKSLASH RAMADAN & EID COVID-19 SPECIAL EDITION EDITION 5 WEEK OF MAY 15 - MAY 21
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
EMERGING SADAQAH, ALWAYS
SUSTAINABLE
RAMADAN
RETHINK BAZAAR
RAMADAN
RAMADAN
Ramadan is incomplete Time to cut down on our food
Shopping during this period of
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
& EID
share what I have with those in Ramadan give us the
make most of my spending
needs? opportunity to observe a more
without going overboard?
responsible Ramadan?
THEMES IN SIGNS OF
SOLIDARITY STRENGTHENING HOME IS WHERE
COMMUNITY &
TRADITIONS
THE AGE OF
MY FAITH IT’S AT
With no mosques to turn to,
REMIXED
COVID-19 continues to spread, but At the heart of it, this is the 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
COVID-19
around the globe. As Muslim, how connection to Allah through epicentre of Ramadan. How do Muslims observing Ramadan
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?
COVID-19 is changing the way Muslims observe the CELEBRATE IN MUDIK /
holy month of Ramadan and everything that we MODESTY BALIK KAMPUNG
The impacts of COVID-19 on livelihood,
know and are used to. Matter of fact, it is already businesses & sources of income are
With long-distance travelling
forcing Muslims to change the way they
giving way to a new normal. With drastic changes celebrate Ramadan & Eid. What can be not encouraged (or worst,
done to support citizens’ economic well- banned), will I get to be with my
in behaviour and lifestyle, Ramadan and being to be able to still celebrate this family during a month when
celebration of Eid will be different too. The period and make it through post-
Ramadan & Eid no matter how difficult?
being around family is most
following are a number of emerging trends that are important?
slowly shaping the new Ramadan for Muslims in
Indonesia and Malaysia.
Copyright 2020 TBWA\
RAYA MUST GO ON!
No Eid prayer with the congregation. No balik kampung to celebrate with the family. No skills to cook
traditional Raya food. No visits to the cemeteries to show respect and pray for our loved ones who have
passed away… and the list goes on. COVID-19 might change everything that we know and used to about
Hari Raya but to us Malaysians, we will make Raya happen, no matter what. Here are three ways to look
at how Muslims in Malaysia make the most of their Hari Raya celebration despite the situation:
KEEP IT CLOSE KNIT AND KEEP IT FESTIVE WITH RAYA
1 2
MODEST AT HOME DECOR AND FLAVOURS
OUR With no interstate travel allowed and strict
ziarah (home visits) rules, many Muslims all
To keep the spirit up even when celebrating
Hari Raya away from their hometown and
BIGGEST
over the country are set to experience a Hari away from the guidance of elders, Muslims
Raya celebration at home and not at their now have access to DIY Raya food kit to help
kampung (hometown) like they commonly with preparing traditional Raya dishes. Couple
would. that with Google and mother’s step-by-step
LEARNING
kitchen guide, even the non-skilled can now
Barriers aside, their minds and hearts are set feel empowered to make traditional delicacies
to celebrate this significant event modestly at on their own.
THIS WEEK
home by keeping it close knit to a select few
and encouraging friends and family to stay at And just because you’re away from your
home instead. This is reflected in the hometown, it doesn’t mean that you can’t
government’s recent public survey which keep key Raya elements like decorative Raya
indicates that an overwhelming majority of lamps up. Perhaps a competition to find the
Malaysians (74%) celebrating Raya would best oil lamp home Raya decoration is good
Unpacking the impact of culture as we prefer to stay home and doing their part in enough a motivation to get every Muslim
begin observing Ramadan during this curbing the spread of the coronavirus. household to brighten up their Raya homes.
time of crisis. For more info on Malaysians staying home this Hari Raya, For more info on how Malaysian Muslims keep their Raya
refer to slide 15. spirit up in story triggers on slide 13 and 14.
INDONESIA? WHATEVER!
From previous week’s issue, we learned that people in Indonesia started to become more
accepting of global pandemic situation and adapting with the ‘new normal’. Unfortunately, the
idea of ‘accepting the new normal’ is perceived differently by different people in the
community including those who are ignorant enough to violate government’s policies, just to
name a few. As a result, the hashtag #IndonesiaTerserah (Indonesia, Whatever) became a
trending topic this week as Indonesians expresses their anxiety and frustrations towards this
challenging situation. Here’s three ways to look at how opposite ends of the Indonesian society
are at odds with each other.
CITIZEN VS. DISOBEDIENT CITIZEN
CITIZEN VS. INCONSISTENT
OUR
1 2
GOVERNMENT Indonesians are known to be a communal
society. We love to do everything together and
Behind the #IndonesiaTerserah trending hashtag, be a part of the community. During this never-
BIGGEST
government’s poor handling of the pandemic was under ending quarantine period, people are longing
scrutiny. Indonesia started to complaint on government’s for a physical connection, especially during the
inconsistency in enforcing the Movement Control Order holy month where we normally rekindle ties with
LEARNING
(MCO/PSBB) policies which they believe didn’t help with loved ones. Thus, we saw people taking
the effort in flattening the curve. advantage of the inconsistent government
policies just to get physically connected with
Nevertheless, when we look into the other side of the
THIS WEEK
their family and friends (e.g. crowded airport,
coin, government is also not in an easy situation as they McD Sarinah closure, etc.)
have to simultaneously manage the economic impact of
COVID-19, how to best deal with the upcoming recession, This #IndonesiaTerserah hashtag is also used to
and how to best accommodate the citizens needs’ across express people’s anger towards the disobedient
social economic classes in facing this difficult time. citizens who violate the government rules.
Unpacking the impact of culture as we
begin observing Ramadan during this
time of crisis. 3 MEDICAL FRONTLINERS VS. GOVERNMENT & CITIZEN
There are staggering number of medical frontliners joining #IndonesiaTerserah trend to
express their frustration and disappointment over inconsistent government action and people
who were violating rules. Some of them seem to have reached their limit, begging for their
effort and sleepless nights to be appreciated and not seen as a waste.
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.
TRIGGERSHOME IS WHERE IT’S AT CELEBRATE IN MODESTY SIGNS OF SOLIDARITY
THE TRIGGER EDGES
What about Eid prayer iGod
With Eid around the corner, Muslims in Indonesia and Malaysia started to wonder on status of Eid Religion is getting a facelift. With the help of VR, apps,
prayer that’s usually being held in the morning of Eid at the mosque together with the and pop culture at large, institutions around the globe
congregation. are injecting modern sensibility into ancient tradition.
From the Hajj to the rosary, religion unites with
technology in order to modernize and bring in younger
worshippers. Instead of people finding their faith, it’s
finding them.
Despite restrictions on mass gatherings as a result Malaysia finally saw Friday prayers being held for the
of the COVID-19 pandemic, most Muslims first time in Kuala Lumpur as well as several other
still continue to attend prayers at mosques. It is
reported that mass prayers are still taking place
states with strict conditions. Kuala Lumpur will allow
'selected people' and limited to 30 people or fewer at
Guide Us
across Indonesia and said that forcing mosques to a time while several states like Selangor, Perak and Young people are searching for guidance in
close remained a challenge as issues related to Johor will only allow the number of congregation to uncertain times and there’s a growing industry to
religion are “very sensitive.” Welcoming Eid, some not exceed 12 people. States mosques and suraus (or help them do it. Millennials are hiring life coaches
mosques in few province will also open to musolla) will still remains shut to public, and for Eid their own age who they feel can better relate to
commence Eid prayers with some prevention prayers, people are encouraged to do it at home. their issues. Astrology and personality tests are
measures like using masker and keeping distance now modern markers of belonging and identity.
between the ma’mums (persons being led by an And the self-help industry is getting younger and
Iman in prayer). predicted to hit $13bn by 2022. This generation is
in a hurry to get their lives “right.” Brands can
WHAT IF provide direction, reflection, or the space to be
young and carefree
There's a platforms that allow for slot booking for people who want to joins
congregation prayer at the mosque, so everybody got a chance to perform
prayers without being overcrowded.
Mosque creates Virtual Online Events to still keep the spirit alive without
having people coming in.
Useful links: Arab News, Okezone, Malay Mail, FMT Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Raya ads in the age of COVID-19
Ramadan and Raya present a great marketing opportunity for brands in both countries to
Empathy Age
Welcome to the Interpersonal Economy. In a more
demonstrate its relevance to the majority Muslim population observing and celebrating this festivity.
Catching up on Raya ads (often in video format) have become so prominent a tradition that this interconnected world where one country’s crisis
period is often considered the Super Bowl period of advertising for brands. With COVID-19 situation, impacts us all, and where many human skills can be
brands are forced to change plans and align with the sentiment of the season but their goal remains automated, empathy is the new currency. Kindness
the same: win hearts no matter what. now beats honesty and vulnerability is the new
relatability.
Empathy-focused Ramadan narrative A different Ramadan and Raya
This year, the long-awaited creative took a In Malaysia, the common focus of the
slow ride as we face the strangest Ramadan country’s festive ads are often a build up Die-versification
where people gets very sensitive. Unlike towards the Hari Raya celebration itself. “Pivot or die” is less of a strategy and
previously common Ramadan narratives, This year, despite having to adapt to new
more of an ultimatum. Brands are eking
some brands encapsulated empathy and ways of doing a commercial shooting from
out a new lease on life by diversifying
different perspectives in its ads. Like Teh home, brands still deliver on their thematic
Botol Sosro (Ice tea brand) aims to rally Raya ads. The most common theme
their offerings into entirely new industry
Indonesians to support frontliners during this captured how different the festivity is for sectors. We coin it “Commercial
period, whom it considers as heroes. Indosat Malaysians this year, showcasing the Darwinism.”
(telco brand) promotes virtual Raya gathering different ways the brands help enable the
in its campaign. celebration together even when people are
apart.
WHAT IF
Brands allow consumers to take control of their Raya ad narrative?
Useful links: Marketing Interactive, First Classe Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
MALAYSIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\HOME IS WHERE IT’S AT COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Cook it yourself with Raya food kit
YouMasak (You Cook): a local food delivery service in Kuala Lumpur is all set Tradition Hacking
to bring Raya to the comfort of your home. They deliver fresh ingredients with If there’s one thing COVID-19 has taught us about how
recipes from local instagram chefs, so you can cook a delicious Raya meal at much we value and take pride in our culture and
home such as Rendang Daging, Ayam Masak Bali and other favourites. tradition, is that no matter what happens, keeping
them alive and intact will remain a priority. People
This Raya will not be the same - people will not get a chance to go home tweaking tradition to fit their lifestyle are becoming a
norm. Instead of cooking complex and delicate
(balik kampung), be with their families, eat Raya-specific food and celebrate
traditional dishes for hours, we hack them using readily
in ways that they are used to. Instead, a lot of us will be isolated from our available or DIY appliances to ease the process. It’s
families and would miss out on traditional Raya food cooked typically at easier but it doesn’t mean any less. Tradition still lives
home. This DIY kit simplifies that problem by letting you make your favourite on to be handed down to the younger generation, in a
Raya dishes by yourself. modern, innovative way.
Local businesses such as YouMasak are stepping up to ensure certain
traditions are kept alive even during a crisis like COVID-19 Die-Versification
“Pivot or die” is less of a strategy and more
WHAT IF of an ultimatum. Brands are eking out a
new lease on life by diversifying their
offerings into entirely new industry sectors.
We coin it “Commercial Darwinism.”
The new normal makes way for new traditions?
Local businesses have a higher purpose of preserving tradition
and not just selling food?
Useful links: Instagram
Copyright 2020 TBWA\HOME IS WHERE IT’S AT COMMUNITY & TRADITIONS REMIXED SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Oil lamp contest to spread some festive cheer
Mood Geisting
With Malaysians being banned from interstate travel or attending mass-gatherings Brand, optimize my vibe. In the Age of Anxiety,
of more than 20 people for the upcoming Hari Raya Aidilfitri due to the nationwide mood prediction and modulation is a new human
Conditional Movement Control Order (CMCO), things have been a bit gloomy. behavior and innovation space. From hotels with
responsive ambient rooms, to LSD microdosing to
In an effort of brighten things up and inspire people to let their Aidilfitri spirit shine make us smarter and happier at work, we’re getting
bright, the Tourism, Culture and Information Technology board of Terengganu, psyched.
Malaysia will be hosting an online decorative oil lamp competition for this upcoming
Hari Raya celebration.
Tradition Hacking
It's customary for people to light oil lamps around their house and alongside the If there’s one thing COVID-19 has taught us about
roads to brighten up the last nights of Ramadan and to welcome the coming of how much we value and take pride in our culture
Syawal. Needless to say, its noticeably missing this year. and tradition, is that no matter what happens,
keeping them alive and intact will remain a
The competition would take place entirely online where contestants would simply priority. People tweaking tradition to fit their
need to decorate their homes to their best abilities and post either a photo or a lifestyle are becoming a norm. Instead of cooking
video of their flashed up houses on Facebook. complex and delicate traditional dishes for hours,
we hack them using readily available or DIY
WHAT IF appliances to ease the process. It’s easier but it
doesn’t mean any less. Tradition still lives on to be
handed down to the younger generation, in a
modern, innovative way.
In this gloomy times, brands take up the role of lifting people's
spirits up during celebratory moments.
Brands can help facilitate and encourage traditional or customary
practices, especially when it comes to religious celebrations.
Useful links: Astro Awani Copyright 2020 TBWA\HOME IS WHERE IT’S AT CELEBRATE IN MODESTY SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Muslim families deciding to stay put for Hari Raya
Empathy Age
As the time of pandemic changed how Ramadan is practiced, so does Hari Raya Welcome to the Interpersonal Economy. In a more
celebration. Muslims in Malaysia are taking their turns to still have a meaningful interconnected world where one country’s crisis
Raya celebration due the Conditional Movement Control Order (CMCO) that impacts us all, and where many human skills can be
Malaysians need to obey with. Balik kampung is impossible, visitors are limited to a automated, empathy is the new currency. Kindness
now beats honesty and vulnerability is the new
number of people, and as a result, 74% of Malaysians prefer to celebrate Raya in
relatability.
modesty behind closed-doors to curb spreading of the coronavirus.
From ‘only-invited-guests are allowed to visit’ to no more physical contact during
'bersalaman dan bermaafan' (hand shakes & apologies) are the approach Malaysian
Anxiety Index
It’s the era of shared despair. Modern activism
Muslims are going for.
birthed infinite issues for us to care about, now we
Traditions, practices and traveling may have become restricted and shifted in a way have anxiety about all of them. From Eco-Anxiety to
Gentrification Anxiety to FOBO, there’s a new
to create a safer yet modest celebration environment but it is possible to keep the
rolodex of maladies, each getting a classification of
spirit of Syawal alive. their own. Millennials are the most anxious
generation — but we’re all on the spectrum. Anxiety
is both burden and badge of honor. Culture will shift
and businesses will be born to manage and
WHAT IF champion the anxious state.
Travel Right
Brand can help to provide packages/ready-to-serve raya pack so that it is Destinations have decided they’ve had
enough. From flight-shaming and
easier and hygienic to serve for different 'set' of visitors.
overtourism laws, to taxes on international
air travel, we’re taking action to deal with
the damage of thoughtless travel. With new
Brand can help people to manage their visitor, to keep track of those who visit ecotourism and micro-travel movements,
consumers and businesses are working
them. together to establish a new moral compass.
Don’t just travel light; travel right.
Useful links: NST , Soya Cincau Copyright 2020 TBWA\RETHINK BAZAAR RAMADAN SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Online bazaar most likely to stay
Die-versification
Since Ramadan bazaars nationwide have been called off, Malaysians have been ““Pivot or die” is less of a strategy and more of an
adapting to e-bazaar platforms to buy and sell Ramadan delicacies. Almost one ultimatum. Brands are eking out a new lease on life
month in to this new ecosystem, many traders have come forward to share their by diversifying their offerings into entirely new
success stories with e-bazaar business as they leverage on diverse platforms created industry sectors. Traditions can be the same too. For
by brands, local councils and private citizens. a tradition to stand the test of time, the experience
has got to be diversified too.
Going from traditional bazaar pop-ups to e-bazaar have helped shaped otherwise
traditional traders into a more digital savvy small business. They’re beginning to
discover the possibility of online business in terms of reaching new audience and
achieving much higher sales compared to what they’re used to.
Convenience Economy
We want it now. As people seek to fulfill their
With both traders and consumers becoming fonder of this new way of the bazaar behavioral addictions, they increasingly rely on
algorithms and smarter tech to not only deliver
experience, expect to see this to become a part of the new normal.
goods, services and entertainment in an instant, but
to predict and send what we want before we even
know what that is.
WHAT IF
Physical bazaars make a comeback.
How would the online and offline experience of these traders collide?
There is a one stop app for home-based traders that activates local traders
and customers and function by location in the country similar Grab app.
Useful links: Malay Mail,The Star Copyright 2020 TBWA\HOME IS WHERE IT’S AT COMMUNITY & TRADITIONS REMIXED SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Cemetery Visits Ban
Selangor state government through its Selangor Islamic Religious Department (JAIS)
Guide Us
Young people are searching for guidance in
announced cemetery visits to be prohibited during Hari Raya celebration. This is yet
uncertain times and there’s a growing industry to
another ban on a Raya tradition of visiting cemeteries of loved ones in the morning of
help them do it. Millennials are hiring life coaches
Eid to curb the spread of the coronavirus. their own age who they feel can better relate to
their issues. Astrology and personality tests are
Visiting cemeteries on the first day of Syawal before or after Eid Prayers is a way for now modern markers of belonging and identity.
Muslim to remember their loved ones who have passed away and pray for grace and And the self-help industry is getting younger and
blessing upon the dead. Understanding the importance of this tradition to Muslims, JAIS predicted to hit $13bn by 2022. This generation is
suggested Muslims to pray for loved ones at home through in a majlis tahlil whereby zikir in a hurry to get their lives “right.” Brands can
(uttering Allah’s name repeatedly) and doa (entreaties) are performed at home to be provide direction, reflection, or the space to be
rewarded to their late family members and relatives. young and carefree
Tradition Hacking
WHAT IF If there’s one thing COVID-19 has taught us about
how much we value and take pride in our culture
and tradition, is that no matter what happens,
keeping them alive and intact will remain a
There is a guide book to summarise Islamic authority religious activities priority. People tweaking tradition to fit their
recommendation in the time of pandemic. lifestyle are becoming a norm. Instead of cooking
complex and delicate traditional dishes for hours,
we hack them using readily available or DIY
appliances to ease the process. It’s easier but it
doesn’t mean any less. Tradition still lives on to be
handed down to the younger generation, in a
modern, innovative way.
Useful links: Malay Mail Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
INDONESIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Indonesians vent online over virus response.
Modern Strike
The hashtag #IndonesiaTerserah (Whatever, Indonesia) has been trending in Company activism has rapidly flipped from
external marketing to internal justice. Traditional
social media as people express their disappointment towards the government's
labor unions are growing globally among
indecisive actions when it comes to curbing the spread of COVID-19, and the millennials. New, subtler forms of employee
general public's disregard of social distancing measures which has led to activism are emerging too, such as private Slack
incidents such the McDonald's Sarinah's farewell gathering and crowded airport channels. Don’t wait to be called out. Regular,
as people attempt to mudik (go back hometown) for Lebaran. proactive staff feedback is businesses’ best defense.
Partner with your people to identify and implement
The hashtag was created by rapper, The Rap Up, who shed light on this alarming positive change. Activism can then become
engagement.
situation. Surprisingly, this hashtag is largely used by front-liners such as doctors
and nurses who are expressing their disappointment and worries that all their
hard work in the past months would be in vain due to people's indifference
towards this pandemic and the government's ineffective policies.
Cancel Culture
WHAT IF The mob-mentality meets social media-brands,
public figures, and governments bow down to the
Twitter masses or risk invoking their ire. Any person
or brand can be “canceled” in a moment.
The front-liners have reached their limit and become completely demotivated?
This ignorance causes further socio-economic damages?
How will Indonesians cope with a longer period recession that is sure to follow?
Useful links: Coconuts, Youtube, Kompas
Copyright 2020 TBWA\COMMUNITY AND TRADITION REMIXED
THE TRIGGER EDGES
Pride of Indonesian heritage showcased via TikTok.
Indopride
The latest viral TikTok challenge in Indonesia is the #LathiChallenge. This Globalization is all nice and dandy, but people are
challenge uses the Lathi song, which is an EDM song that features a unique also remembering the great heritage of our own
blend of both modern and traditional Indonesian music elements. country. From music, fashion, rituals, dancing, to
coffee - more young Indonesians are rediscovering
Inspired by the fusion of modern and traditional, several graphic designers are their root identity, and either preserving it or giving
flexing their skills by reimagining Disney princesses dressed in traditional it fresh breath.
Indonesian attire. Some have also re-designed the infamous Disney castle into an
Indonesian castle.
This quarantine has brought upon many creative expressions from Indonesians,
but never one that helps showcase the deep pride Indonesians have towards
their heritage, well, until now that is!
WHAT IF
Pride of heritage and tradition becomes the "new modern" in Indonesia?
How will this affect the way Indonesians lead their daily lives?
How can brands leverage on Indonesian heritage? What can brands do to
further encourage people to embrace their heritage?
Useful links: Youtube, Twitter Copyright 2020 TBWA\THE TRIGGER EDGES
"Driving" from the comfort of your home IRL
Being stuck at home 24/7 sure is making us miss some of the more mundane It’s time to get real. In a lonelier, more automated
world, we seek real-life, human experiences. The rise
moments from our pre-COVID-19 lives. of local community meetups, DTC pop-ups, and
renta- person services are reviving opportunities for
A website called "Nyetir and Radio" (Driving and Radio) is a brilliant new physical connection. Experts say we’re starting to
platform that allows you to listen to your favourite radio station while the build deeper relationships with a smaller number of
website shows you imageries of major roads in Jakarta made to feel like people we can actually stay in touch with IRL.
you're actually driving a car. Brands can respond to our need for deeper, real-life,
person-to-person connection.
Even though it's a temporary fix, it helps people "escape" while being stuck at
home to help curb the spread of COVID-19.
Mood Geisting
WHAT IF Brand, optimize my vibe. In the Age of
Anxiety, mood prediction and modulation
is a new human behavior and innovation
space. From hotels with responsive
ambient rooms, to LSD microdosing to
Brands can provide more of these sorts of "escapes" as people continue on
make us smarter and happier at work,
with quarantine and social distancing? we’re getting psyched.
Brands utilise VR and AR technology to bring these pre-COVID
experiences to live now?
Useful links: Nyetir dan Radio
Copyright 2020 TBWA\THE TRIGGER EDGES
The End is Still Nowhere in Sight
Ramadan and Lebaran season is the time of the year where Indonesians Reverse-Empathy Age
spend their Tunjangan Hari Raya (THR) (bonuses) to buy new clothes and In a crisis where one’s deed can impact us all,
empathy are sometimes overlooked for the sake of
other symbolic Lebaran items for their family. And this alarming global
self interest. Is nihilism the new approach to this?
pandemic situation does not stop them doing their usual Lebaran shopping
even if it means they possess a higher risk of getting infected.
People were queueing up at the mall to buy Raya clothes without minding
physical distancing rule; they were forcing to go back to their hometown with
fake medical letter; mosques were opening up to commence congregated
prayers.
All of those resulting to the still-unflattening curve of coronavirus spread in
Indonesia. The light at the end of the tunnel is still nowhere to be seen.
WHAT IF
There are stronger forces than government policy to make people chose to
stay inside? Is there any way for brands to help and show more support so
people would still be able to feel the Lebaran spirit without violating the rules?
Useful links: BBC
Copyright 2020 TBWA\Die -
Versification Guide Us
Anxiety
Index IndoPride
Cancel Tradition
iGOD IRL Modern
Culture
Hacking Strike
SUMMARY:
CULTURAL
EDGES THAT
Travel Empathy Mood Convenience
Right Age Geisting Economy
SIGNALS
COVID- Survivalism
RAMADAN
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 - Malaysia Trending Searches on Google
11th May - 17th May ( 18th Ramadan- 24th Ramadan ): Even more time for fun
50K+ Searches on 500K+ Searches on
Nurses Day wishes, 2K Searches on Teacher's day
quotes and gif. Sunny Leone on the 50K+ Searches on wishes, quotes and
day of her birthday Teacher's day gif
wishes, quotes and
1. Happy
1. Sunny Leone 1. Epic Game gif
1. Teacher's 1. Menteri
1. Redmi Note Nurses Day
9 Pro 2020 Day 2020 Besar Kedah
2. Teacher's
2. Epic Day 2020 2. Dortmund
2. iPhone SE 2. Kedah vs Schakle
Sometomes by
Rizalman, had a sale 3. Bundesliga
and released a new
3. Oppo Reno IU's Birthday 3. IU
collection with most 3 Series
of the bags are sold
out.
4. Sometimes 4. TOP GLOVE 4. Rockstar
Share Price
Many are still It was our PM
appealing for the 5. Muhyiddin 5. Bundesliga
birthday!
government's Yassin fixture
financial support 6. Poco F2
6. LHDN 2K Searches on
Dr Luqman
Sunny Leone on the
Rayuan BPN 8. Menteri day of her birthday
6. Dr. Luqman Abdullah, has been
appointed the new
besar kedah Abdullah
Federal Territories
8. Muallim Mufti
10. Huawei
Y6p
11 12 13 14 15 16 17
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)
Raya Phone Kedah Political Turmoil Gloves Mania
Even with growing financial uncertainty in the time of All eyes were on the state of Kedah when state The pandemic has affected multiple business sectors
COVID-19, Malaysians stays interested in new opposition claimed that 23 of 36 state assemblymen across the world but not Malaysia’s medical glove
smartphone releases as many are still looking for a new have lost confidence in Chief Minister, Mukhriz Mahathir. industry with some of the world’s top gloves makers like
“Raya phone” (a term to describe the behaviour of Despite COVID-19 situation, this political drama brought Top Gloves, Supermax and Rubberex already seen as
buying big purchase item in time for the Hari Raya the entire country to a standstill especially after a some of the largest beneficiaries of the COVID-19
celebration). backdoor government move caused major political pandemic. This drives a buying frenzy among investors
From the new iPhone SE to Oppo Reno 3 Series, these changed in federal government few months prior. This looking to profit from soaring stock prices
releases ranging from lower to mid-tier smartphones story reached its climax when Mukhriz resigned from his
aimed at belt-tightening consumers looking to up their position as CM after losing the majority support in the
smartphone game. state legislative assembly.
Football is Back Make time for Mini Celebrations More Time for Gaming
Searches on live streaming football matches increased Another week of mini celebrations with keyword Searches on Epic Games peaked when the gaming
over the weekend as Malaysian football fans were searches on wishes and quotes for Nurses Day and digital store enabled users to download Grand Theft
thrilled when Bundesliga and Revierderby resumed their Teacher's Day demonstrate Malaysians appreciation Auto V (GTA) for free, driving Malaysian gamers more
match after postponing it for two months. towards people in these noble professions. reason to indulge in gaming during this time.
Watching live football matches in the pandemic would The week also shows Malaysians discovering the Couple that with a viral video of a traditional Malay-
be different for Malaysians used to collective viewing at birthday of their newest Prime Minister, Muhyiddin themed wedding ceremony re-created on GTA V by a
a ‘mamak’ stall or watching live on television with their Yassin. They later went on social media to wish him Malaysian creative gamer helped boost the search for
football buddies. As live sports slowly making its happy birthday and thanked him for his handling of the the platform, showing interest not only on game playing
comeback, live streaming at home will becoming more pandemic since he took office. but customising their game experiences.
common.
Source: Google Trends DATE RANGE: 4th May - 10th May
*Refer to Backslash Ramadan Issue 2 for more information on Moratorium U-turn Copyright 2020 TBWA\Soul searching - Google trends of Indonesia
11th May - 17th May ( 18th Ramadan- 24th Ramadan ) : Have we already given up?
50K+ searches 50K+ searches 100K+ searches 200K+ searches
200K+ searches 100K+ searches 100K+ searches
1. Oreo
1. Taufik 1. The World of
Supreme 1. BPJS 1. Epic Games 1. Hengky 1. Bundesliga
Hidayat the Married
Sulaiman
Badminton athlete episode 16
commented about
2. Suara 3. Kapan Controversial 3. Habib Bahar
corruption 4. Indira
Dentuman malam influencers
Kalistha 2. Indira
2. Han Soo Hee Laylatul Qadr 3. The World
Controversial
Khalista
3. Soal TVRI of the Married preachers
5. Hari raya episode 16
kelas 4-6 5. Miracle in 4. Touch your
Idul Fitri
tanggal 11 Mei Cell no. 7 heart
5. Union Berlin
Find greetings 4. Hal yang 4. Jalangkote
VS. Bayern
membatalkan
Bullying act
5. Vera Wang puasa
5. Herd
7. The Bounty
8. Herd 6. Indonesia Immunity
Hunter
Immunity 6. Verdi Terserah
6. McD Sarinah adalah
8. PSBB Sulaiman 6.
8. Bandara
Palembang Goosebumps
Soekarno-
8. Meteor Jauh 9. Hari Perawat
Hatta 7. No Escape
Internasional 7. Titiek Puspa
10. Hari Buku
9. Perang Nasional
10. Surat Al 10. Doa Badar 10. Niat sholat
Qadr sebelum idul fitri
belajar
11 12 13 14 15 16 17
Source: Google TrendsSoul searching - Google trends of Indonesia
How the pandemic is shaping culture in a gist… (Aggregating the colour coded topics)
Where are we heading with
Maximum Devotion Nation of Learning
Corona?
Ramadan has nearly come to its end. Even during the pandemic, we continue to
make education our priority by making Searches related to Coronavirus are on the top
Through the week, we see searches that
learning materials more accessible online than 10 most search keywords this week. People
indicate religious activities during
before. As a result, we saw searches on were trying to keep updated with the latest
Ramadan, reflecting how people still
elementary school exams peaked this week situation and dealing with the new normal,
want to earn more ‘pahala’ (blessings) this
and people celebrating National Books Day. even though the end is nowhere in sight.
year even though they have to do it by
Indonesians are wondering where will this
themselves at home due to the isolation.
situation take them into?
Escape from Corona Whatever, Indonesia!
With this uncertain situation due to the global Indonesia has come to a point where we
pandemic , Indonesians are getting more couldn’t care less about the pandemic as
engaged with entertainment as their short frustration increases with constantly changing
getaway from this challenging time. government’s policy and people violating the
Throughout the week, the searches related to social distancing rules more than ever. Here we
movies to watch and actors/actresses became see numerous searches about the frustration
the people’s way to escape from thinking and disappointment we have to face due to
about Coronavirus. this challenging situation.
Source: Google Trends DATE RANGE: 16TH MARCH- 7TH APRILKUALA LUMPUR X TCP- INDONESIA
• 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 or Idul Fitri.
• Iftar is the evening meal with which Muslims end their daily Ramadan fast at sunset.
• Pahala are reward from god can as well seems like points. The more good deeds you do the more
“pahala” you will get.
• Mudik (Bahasa Indonesia) / Balik kampung (Bahasa Malaysia) refers to the pilgrimage of going
back to one’s hometown during festive season especially Lebaran (Eid al-Fitr).
• Sunnah is an Arabic word meaning "tradition" or "way." For Muslims, Sunnah means "the way of the
GLOSSARY prophet". Sunnites try to follow his words, actions and teachings. Pahala will be granted by doing so.
• Tunjangan Hari Raya refers to bonuses given by employers to employees in Indonesia before the a
religious celebration.
• Ma’mum refers to persons who are led by the Imam during a prayer congregation.
• Tahlil is a form of zikir or the uttering Allah’s name repeatedly and the making of doa or entreaties.
In some communities, majlis tahlil on the other hard refers to the combined ritual of reciting the
phrases of Quran, zikir and doa on behalf of loved ones who have passed away.
• Ziarah refers to the act of visiting others. During Hari Raya, Muslims in Malaysia visits friends and
family near and far as a way to strengthen their bonds.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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