BACKSLASH RAMADAN COVID-19 SPECIAL EDITION - KUALA LUMPUR
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KUALA LUMPUR X TCP- INDONESIA BACKSLASH RAMADAN COVID-19 SPECIAL EDITION EDITION 2 WEEK OF APRIL 29 - MAY 5
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.
INDONESIA
COVID-19
CULTURAL
KUALA LUMPUR X TCP-
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
banned), will I get to be with my
done to support citizens’ economic well-
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\
REDISCOVERING OF FAITH
Navigating Ramadan without guidance from the Imam and support of the congregation has created
some level of anxiety among Muslims. This situation becomes an opportunity for them to better
understand and reflect on the true purpose behind every religious practice. Because of this, we are
seeing discussions on social media as well as search activities that shows Muslims entering Ramadan
with rediscovering faith as a mindset. And as they go through the process, they are re-learning about
Islam in ways they never did before. Here’s three ways to look at this:
RE-LEARNING ADAT VS IBADAH FOLLOW & FAHAM
1 2
(TRADITION VS WORSHIP) (FOLLOW & TRULY UNDERSTAND)
OUR When the Indonesian government announced From learning how to perform the tarawih
prayer to understanding why any form of “live
BIGGEST
postponement of their Eid holiday to December in
order to avoid mass mudik/balik kampung, and the solat jamaah” (congregational prayer via live
Malaysian government was also toying around social platform) is not permissible to learning
similar idea, many were confused on how that about charity values from preacher, Ebit Lew,
LEARNING
would look like for Muslims celebrating. Muslims are moving from simply following
religion to understanding the depth of their
Eventually, religious authority provide clarity that faith.
THIS WEEK
Eid celebration is obligatory on the first day of
Syawal, with eating and performing Eid prayer are
key to mark the end of the Ramadan journey DEEPENING FAITH WITH A
3
(IBADAH), but following social distancing measures, CONNECTED CONGREGATION
but the festive celebration and activities that come
with it are more about tradition (ADAT).
Unpacking the impact of culture as we Now that more Muslims are congregating
online, they become one big online ‘Ummah’ (or
begin observing Ramadan during this This gives us an understanding the difference Muslim community) who uses technology to
time of crisis. between Tradition vs Worship that can be blurry at connect with their faith and with each other.
times. Adat or Tradition is a culturally created thing
rooted to the people of the land while Ibadah or
Worship is rooted in Islamic teaching. For any
majority Muslim culture, it informs and influence
traditions the way Adat does too.
Copyright 2020 TBWA\
KUALA LUMPUR X TCP- INDONESIA TRIGGERS CULTURAL SERUMPUN
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
SIGNS OF SOLIDARITY
THE TRIGGER EDGES
"Superheroes" Spread Some Cheer & Awareness
An unexpected but pleasant occurrence, people have been dressing up as superheroes to
bring joy and to help out the community during this troubling times.
Empathy Age
Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis impacts us
An Indonesian man dressed as Batman has been handing out leaflets to the public with all, and where many human skills can be automated,
hopes to raise awareness regarding measures taken to prevent the spread of COVID- 19 empathy is the new currency. Kindness now beats honesty
and vulnerability is the new relatability.
A man dressed as Iron Man has come to the rescue of those in Sabah where he has
been helping to provide groceries for 98 households that can't afford it during this
trying times. He makes sure to maintain his distance while delivering the groceries and
even while taking pictures with excited kids.
Wacko World
We’re all weird now. The absurd, inexplicable
WHAT IF and plain silly have become common
vocabulary in memes, fashion and marketing.
This is a reaction to overconsumption and logic,
The "Superheroes" is a real job/company and their task is to bring joy and help out and signals a desire for the unique and
the community during the troubling times. irrational.
Robots created are out there to help deliver goods to needy people as well.
Will this minimise risk of frontliners getting affected by the novel Coronavirus?
Useful links: Newsflare, The Rakyat Post ,
Copyright 2020 TBWA\
SIGNS OF SOLIDARITY SADAQAH, ALWAYS
THE TRIGGER EDGES
Citizens-led Charitable Opportunities
Indonesians have been shifting to online donations in the past years, but in Empathy Age
times of global pandemic, the shift to online charity platforms have become
Welcome to the Interpersonal Economy. In a more
more significant as more people want to help those in need but aren't able to
interconnected world where one country’s crisis impacts us
donate using the traditional way of public charity boxes.
all, and where many human skills can be automated,
empathy is the new currency. Kindness now beats honesty
An online peer-to-peer wealth distribution tool called Bagirata.id (loosely
and vulnerability is the new relatability.
translated to split equally) has emerged, allowing people to donate people
whom have been disadvantaged due to COVID-19.
Renowned Malaysian political activist and political graphic artist, Fahmi Reza
(@kuasasiswa) uses his graphic design talent to encourage fellow Malaysians to
donate to their grassroots initiative of choice via kitajagakita.com and in return,
get a free customised profile picture designed by him. Convenience Economy
An initiative called #DesignMelawanCOVID19 (‘Design to fight COVID19’) that We want it now. As people seek to fulfil their
churns out customised profile picture daily, his initiative demonstrates the power behavioural addictions, they increasingly rely
of one individual taking time and using his skills to have greater positive impact in on algorithms and smarter tech to not only
encouraging generosity among Malaysians. deliver goods, services and entertainment in an
instant, but to predict and send what we want
before we even know what that is
WHAT IF
We look at Charity beyond $$$. Think, donate time or skills. We make people
realise that everyone has the means to help and contribute.
There’s a platform that aggregates “help”, bringing together the supply and
demand sides of those looking and giving help of any kind, particularly skillset-
and-time-based helps.
Useful links: Bagirata.id , The Star Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA TRIGGERS CULTURAL MALAYSIAN
TBWA\KL x TCP-TBWA\INDONESIA
STRENGTHENING MY FAITH
EDGES
THE TRIGGER EDGES
Online Congregation
With mosques temporarily closed to curb the spread of COVID-19, Muslims have iGod
Religion is getting a facelift. With the help of VR, apps,
found ways to congregate online for religious activities integral to the season: and pop culture at large, institutions around the globe are
injecting modern sensibility into ancient tradition. From
Government provides Daily streaming of Tadarus the Hajj to the rosary, religion unites with technology in
1 2
Tarawih prayer demo al-Quran & ‘khatam’ tips order to modernise and bring in younger worshippers.
Instead of people finding their faith, it’s finding them.
During Ramadan additional prayers called the One of the activities commonly held during Ramadan is
Tarawih prayer are usually performed daily. To help Tadarus al-Quran (collective Quran recital) with the goal to
ease people’s anxiety of not having guidance from the finish reciting the whole book of Quran (this act is referred to
Imam they usually had at the mosque, the Malaysian as ‘khatam Quran’).
government has decided to release demonstration Connected Congregation
videos online for people to refer to before performing To encourage this activity during lockdown, a local preacher, Technology has changed the way people connect with their
their prayers. Ustaz Hafiz Affandi organise daily streaming of Tadarus al- faith. Worship and prayer has gone online with The Catholic
Quran that’s followed by thousand of followers. In Johor, an Sunday Mass & the Muslim Tadarus al-Quran being
Other religious preachers have also come forward to organization of Quran recitation are planning to distribute broadcast live due to the pandemic. As mosques, churches,
provide similar guidance on their own social platform. 40,000 copies of Quran to all hospitals in the state to promote temples & houses of worships closed all around the world,
their recital programme among frontliners. instead of feeling disconnected to faith, it has strengthened
and deepened the understanding of faith on a more holistic
On social media, we’re also seeing netizens sharing tips on how level as people are coming together and helping each other
to ‘khatam’ during this holy month. to find their spiritual guidance during these tough times.
WHAT IF
\ Guide Us
There’s a one-stop platform with information and guidance on how to observe Young people are searching for guidance in
Ramadan and perform religious activities in a more wholesome way while in uncertain times and there’s a growing
industry to help them do it. Millennials are
isolation. hiring life coaches their own age who they
feel can better relate to their issues.
Astrology and personality tests are now
modern markers of belonging and identity.
There’s a one nation ‘khatam’ Quran movement this Ramadan. And the self-help industry is getting younger
and predicted to hit $13bn by 2022. This
generation is in a hurry to get their lives
“right.” Brands can provide direction,
reflection, or the space to be young and
Useful links: The Star, Facebook, The Star carefree. Copyright 2020 TBWA\TBWA\KL x TCP-TBWA\INDONESIA
RETHINK BAZAAR RAMADAN
EDGES
THE TRIGGER EDGES
Online Bazaar Ramadan
The Malaysian Government has officially cancelled Bazaar Ramadan this year, leaving many
small traders and vendors scrambling for an online option, luckily many have been able to land
Convenience Economy
on their feet thanks to some third-party support. We want it now. As people seek to fulfil their behavioural
addictions, they increasingly rely on algorithms and
Driven by smarter tech to not only deliver goods, services and
Driven by Driven by Local
1 2 3 Individual Sellers/ entertainment in an instant, but to predict and send
Existing Players Government
Vendors what we want before we even know what that is
Players like Grab, FoodPanda, The Selangor state government
Moovby have opened up their has launched an e-Bazaar Some digital savvy business owners are
platform to host small initiative that will run under two using social media such as Facebook &
independent businesses and e-commerce platforms - Grab Instagram, messenger platforms such as
restaurants. Selangor and Selangor Platform WhatsApp and Telegram to host their Brand Gangs
(Plats). business.
Brands are joining forces around shared industry
What's great is that the
They've identified 10 local The platforms are used to advertise their challenges and good causes where they can
businesses are able to tap into
the platform delivery expertise authority halls and 67 vendors products which can vary from food to have a greater collective impact. 53% of
to get their products to to provide food for this bazaar. even Baju Raya (celebration attire). They consumers think brands can do more to solve
costumer's homes. Food will be delivered to rely on keywords, hashtags and word of social problems than governments. Imagine
customer via Grab, Bungkusit, mouth to spread awareness about their
what an entire industry could accomplish? 21st-
Mr Speedy, etc. presence online
century brands are built on collaboration.
This move will provide an Orders are taken via messenger Rethink the Big businesses helping out the
income opportunities to both application by sending a simple menu, newcomers and gang up for good
driver and delivery-partners and text messages and online transaction as
support the physical Ramadan proof of purchase.
Bazaar vendors.
Die-Versification
WHAT IF “Pivot or die” is less of a strategy
and more of an ultimatum. Brands
are eking out a new lease on life
by diversifying their offerings into
\This new-Bazaar Ramadan-normal continues post-MCO period, giving entirely new industry sectors. We
consumers access to small time home-based traders’ goods outside of Ramadan. coin it “Commercial Darwinism.”
Useful links: SoyaCincau, FriedChillies, Grab
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Online Nikah (Solemnisation)
As many couples were forced to postpone their nuptials due to the Movement iGod
Religion is getting a facelift. With the help of VR, apps,
Control Order (MCO), the Federal Territories Islamic Religious Department
and pop culture at large, institutions around the globe are
(JAWI) has found a solution that allow couples whom have registered prior to injecting modern sensibility into ancient tradition. From
the MCO implementation to go through with their solemnisation ceremony. the Hajj to the rosary, religion unites with technology in
The solution? Move it online of course! order to modernise and bring in younger worshippers.
Instead of people finding their faith, it’s finding them.
However, it's not so simple. An online solemnisation comes with a strict set of
procedures and instructions which include access to high speed internet
connection so that the "ijab" and "kabul" (offer and acceptance) process can
carry on smoothly. The process will be considered void if there were any Empathy Age
interruptions, including, yes, internet interruptions. Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis
impacts us all, and where many human skills can be
Up do date, JAWI has received online solemnisation applications from about automated, empathy is the new currency. Kindness
20 couples and the number is expected to increase in the future. now beats honesty and vulnerability is the new
relatability.
WHAT IF
Other practices that were considered to be strictly a face-to-face practices moves
online? Will this require more process in place to accommodate such adoption?
Useful links: MalayMail
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Breaking Fast Online: From Video Calls to Animal
Crossing Iftar session Connected Families
Family meets Tech. Where we used to look to relatives, we
now outsource family roles through apps, social networks,
Typically, the breaking of fast or Iftar is observed as a community, with and AI home assistants. Tech start-ups are efficiently filling
Muslims gathering with family and friends to break fast together. In fact the gap where governments and employers are failing
during the entire month of Ramadan, it's seen as the most ideal time of the working families. Brands can increasingly become “part of the
family” as we embrace new support services. The modern
year to spend quality time and strengthen relationship with family and village is no longer just about raising a child, but allowing
friends as it can be seen as spiritually upliftings. parents to fulfill their lives and multiple identities too.
With the Movement Control Order still in place, Malaysians have turned to
virtual gathering, from video calls, to Animal Crossing Iftar sessions,
Malaysians have truly tapped into their creative spirit to find ways to remain IRL
together even though they are apart. It’s time to get real. In a lonelier, more
automated world, we seek real-life, human
experiences. Brands can respond to our need
WHAT IF for deeper, real-life, person-to-person
connection. Experts say we’re starting to build
deeper relationships with a smaller number of
In this period of developing our "new normal", are brands able to step in people we can actually stay in touch with IRL
But in times of a global pandemic, we are
and further illustrate how human gatherings can still be meaningful in this
forced to stay connected in virtual life, but it
age of isolation? doesn’t make it any less REAL..
Useful links: Mashable SEA
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Ramadan & Eid Reimagined in Video Games
Connected Families
As the Movement Control Order (MCO) keeps getting extended, all the usual Family meets Tech. Where we used to look to relatives, we
Ramadan practices and traditions have either come to a halt or is being now outsource family roles through apps, social networks,
adapted to this new way of living in isolation. and AI home assistants. Tech start-ups are efficiently filling
the gap where governments and employers are failing
working families. Brands can increasingly become “part of the
Gamers have started creating replication of their hometowns and adorable family” as we embrace new support services. The modern
versions of their Baju Raya (celebration attire) in The Sims 4 and Animal village is no longer just about raising a child, but allowing
Crossing: New Horizons video games. parents to fulfill their lives and multiple identities too.
Some have even created their own versions of Ramadan Bazaar in these
games, talk about New Horizons, right?!
IRL
It’s time to get real. In a lonelier, more
automated world, we seek real-life, human
WHAT IF experiences. Brands can respond to our need
for deeper, real-life, person-to-person
connection. Experts say we’re starting to build
deeper relationships with a smaller number of
people we can actually stay in touch with IRL
This marks a true acceptance of social distancing, will we be seeing the rise But in times of a global pandemic, we are
of platforms that where we fully meet and live in a virtual world? forced to stay connected in virtual life, but it
doesn’t make it any less REAL.
Useful links: Mashable SEA
Copyright 2020 TBWA\SADAQAH, ALWAYS
THE TRIGGER EDGES
Zakat Fitrah Payment via Boost e-Wallet
Convenience Economy
Zakat Fitrah is charity given to the poor in conjunction with the holy month of We want it now. As people seek to fulfill their
Ramadan and it's consider as a crucial obligation for Muslims to fulfil during behavioral addictions, they increasingly rely on
algorithms and smarter tech to not only deliver
the month. Typically, the zakat payment is made by the head of the family by goods, services and entertainment in an instant, but
performing "ijab & qabul" meaning offering and giving, however, because of to predict and send what we want before we even
the Movement Control Order (MCO), people aren't able to make their know what that is.
payments to the Zakat Board.
Thus, homegrown e-wallet Boost has partnered with Selangor Zakat Board to
help Muslims fulfil their zakat obligations without breaking the MCO
regulations. Soon this service will be available throughout the nation, leading Brand Gangs
to a much more convenient practice. Brands are joining forces around shared industry
challenges and good causes where they can
have a greater collective impact. 53% of
consumers think brands can do more to solve
social problems than governments. Imagine
what an entire industry could accomplish? 21st-
WHAT IF century brands are built on collaboration.
Rethink the Big businesses helping out the
newcomers and gang up for good
So far, e-wallet adoption is more present in urbanised areas and with the younger
generation, however, now with this essential partnership it's show that the digital
world has potential for growth but just needs to have the right kind of service.
Useful links: TechNave
Copyright 2020 TBWA\CELEBRATE IN MODESTY
THE TRIGGER EDGES
A Frugal Celebration in The Horizons Money Out Loud
Since the implementation of Movement Control Order (MCO), its estimated 2 out Money is now officially a topic to discuss in polite
5 Malaysians have lost their jobs with overall unemployment numbers possibly company. Financial wellness, salary transparency and
money diaries are helping to break the taboo and shame
reaching 2 million by the end of MCO.
we hold around our cash. Money is the biggest cause of
This drastic change in people's employment status has lead to change in stress for all generations and sexes. Honest and open
purchase behaviour, amongst other things. According to Nielsen Malaysia's conversations are helping us to get financially fluent and
recent Ramadan report, 1 out 4 Malaysians are wiling to switch brands in call time on the wage gap. It’s time to start a new
conversation about the role of money in our lives. Money
preference for a brand that gives more value.
talks..
With movement restriction in place, this year’s celebrations are also with smaller
family units, leading to people buying less products or refraining from buying big
bundle packages. Survivalism
An already price conscious group of consumers are now becoming even more Today, disaster feels imminent. Climate
anxiety, looming financial crises, and political
frugal due to the effects of COVID-19.
instability is driving consumers to hope for the
best but prepare for the worst. Now drastic
problems require even more drastic solutions.
WHAT IF
Brands reimagine product and service offering the way consumer have had
to reimagine their celebration - instead of bundles, perhaps single promotion Fruga-licious
offerings? Frugal is the new sexy. People are
looking to spend less and look good
doing it with penny-pinching apps
Brands create content that shows how their products that are often designed and FIRE retirement goals. Frugal
for the celebration can also be used post-celebration. Think stretch your doesn’t mean cheap, it’s a lifestyle
budget, stretch the use. choice that allows people to do more
of what they love in the face of
economic uncertainty.
Useful links: The Rakyat Post, Nielsen
Copyright 2020 TBWA\RETHINK BAZAAR RAMADAN
THE TRIGGER EDGES
Pay First, Experience Later.
Money Out Loud
With social distancing measures in full effect and some outright closures, Religion is getting a facelift. With the help of VR, apps,
restaurant traffic and sales have begun to fall. In spite of the current and pop culture at large, institutions around the globe are
situation, many customers are expressing their interest in supporting their injecting modern sensibility into ancient tradition. From
favourite business, one way this is happening is via subscription services or the Hajj to the rosary, religion unites with technology in
order to modernise and bring in younger worshippers.
pay first, collect later services (works almost like a gift card.) Instead of people finding their faith, it’s finding them.
KFC has launched a subscription service, KEPCI Combo Promo that's valid
for 3 months and is priced at RM59 for 5x 2pcs chicken combo. It also
comes with free delivery.
Empathy Age
A local creative agency, Your Maker started an initiative called Kira Dulu, Welcome to the Interpersonal Economy. In a
more interconnected world where one country’s
Nanti Ambil (Pay first, Collect later) where consumers to pay for a meal or crisis impacts us all, and where many human
service offered by a small business and enjoy it once the Movement Control skills can be automated, empathy is the new
Order ends. currency. Kindness now beats honesty and
vulnerability is the new relatability.
WHAT IF
Day to day essential such as food, drinks, groceries, etc becomes an investment
where we pay for it now but are free to use it whenever we'd like thus helping
out business to sustain some revenue.
Those who can, pay it forward.
Useful links: KFC Malaysia, Marketing Interactive Copyright 2020 TBWA\RETHINK BAZAAR RAMADAN
THE TRIGGER EDGES
Business Models Transforming Amidst COVID-19
Many businesses have had to think of creative solutions to keep things Die-Versification
running, this includes supermarkets that have been overwhelmed since the “Pivot or die” is less of a strategy and more
Movement Control Order (MCO) was implemented. of an ultimatum. Brands are eking out a
new lease on life by diversifying their
offerings into entirely new industry sectors.
Despite being in high demand, supermarkets like Tesco Malaysia and AEON We coin it “Commercial Darwinism.”
Malaysia are offering additional services to ease their customer's shopping
experience. Tesco has introduced a WhatsApp "order now, collect later"
service, while AEON has also introduced a personal shopper service where
customers shopping is done on their behalf. These new services comes in
handy for customers that are observing Ramadan this year, it helps quicken Survivalism
their shopping process and allows them to skip the long queues. Today, disaster feels imminent. Climate
anxiety, looming financial crises, and political
While the MCO has affected a number of industries, it has also forced them to instability is driving consumers to hope for the
best but prepare for the worst. Now drastic
pivot their business and marketing strategies to evolve with the changing
problems require even more drastic solutions.
times.
WHAT IF
With the success of online shopping and e-commerce, are we about to see a
boom in these parts of commerce? How will retail bounce back after this
pandemic?
Useful links: Tesco Order & Collect, Instagram
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
The Powerful and Connected Remain Above the Law
Class Warfare
Malaysians have been voicing their dissatisfaction in social media over law As the wealth gap widens into a chasm, the battle
enforcements' double standards towards a number of ministers as well as between the rich and the rest of us is about to erupt.
children of high ranking officials whom have been caught violating the Taking down luxury brands who offend us has become the
regulations put in place during the Movement Control Order (MCO). new “cultural schadenfreude” for the working masses. A
current wave of movies seem to chant “Kill The Rich”. The
While these powerful and connected are free to roam about, other everyday modern servant class of Uber drivers and manicurists is
people have been treated rather mercilessly by law enforcements. In most one of the fastest-growing and critiqued industries. Elitist
brands beware. The uprising is here.
cases, people have been either jailed or fined RM 1000 if they were caught
not abiding the MCO regulations.
Difference in treatment based on once wealth and connection is not
uncommon here, however, due to the noise created in social media, law
enforcements are looking into taking actions against the rich and connected.
WHAT IF
Part of the new normal that we're building to is a society where Malaysians are
able to actually inculcate check and balance towards the government?
Useful links: MalaysiaKini , Twitter
Copyright 2020 TBWA\SIGNS OF SOLIDARITY SADAQAH, ALWAYS STRENGTHENING MY FAITH
THE TRIGGER EDGES
Ebit Lew’s Good Deeds Inspiring the Nation, Shining
the Light on Poverty in Malaysia Empathy Age
Even during Movement Control Order (MCO) period, popular local preacher, Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis impacts us
Ebit Lew has been very active in running his charity work, giving out all, and where many human skills can be automated,
donations to vulnerable communities and frontliners across the country. empathy is the new currency. Kindness now beats honesty
and vulnerability is the new relatability.
His work is captured through vlog content published on his YouTube channel
where every single video went viral as he goes the extra mile to help diverse
communities without prejudice—Muslims, non-Muslims, homeless, etc.
Through his content, he inspires Malaysians not only through his caring act Authenticity
but through his compassion, personal values and all-round authentic In a world dominated by global scale and profit
motive, down-to-earth passion production stands
personality. Because of this, when he was attacked by irresponsible out. Consumers are on the lookout for brands,
individuals, Malaysians went online to back him up. content, and personalities that keep it real..
His content also revealed the state of extreme poverty in Malaysia that
aren’t often made public, driving conversations among netizens around the
socio-economic reality of the country.
Wealth Warfare
WHAT IF As the wealth gap widens into a chasm,
the battle between the rich and the rest
of us is about to erupt. Taking down
Brands are as genuine about their CSR efforts the way Ebit Lew is. luxury brands who offend us has
How can we get brands to start being seen as authentic in its become the new “cultural
schadenfreude” for the working masses.
charitable purpose?
A current wave of movies seem to chant
“Kill The Rich”. The modern servant class
of Uber drivers and manicurists is one of
the fastest-growing and critiqued
Useful links: The Sun, Berita Harian, Ebit Lew YouTube industries. Elitist brands beware. The
uprising is here.
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA TRIGGERS CULTURAL INDONESIAN
MUDIK/BALIK KAMPUNG
THE TRIGGER EDGES
The Ghosts Are Coming For The Mudikers
Following the ‘no-mudik’ (going back hometown) regulation, the state government in Wacko World
Sragen, Indonesia established a bold policy to force-isolate people who violate the We’re all weird now. The absurd, inexplicable and plain
"no-mudik" rule in a haunted house for 14 days. While Indonesians may not afraid of silly have become common vocabulary in memes,
breaking the law, they certainly are afraid of the supernatural, thus, leading the way fashion and marketing. This is a reaction to
to one of the more creative and wacky enforcement methods taken by a overconsumption and logic, and signals a desire for the
unique and irrational.
government body during this worldwide pandemic.
Indopride
WHAT IF Globalization is all nice and dandy, but people are also
remembering the great heritage of our own country.
From music, fashion, rituals, dancing, to coffee - more
young Indonesians are rediscovering their root identity,
The enforcement of social distancing can take on a wacky approach - would and either preserving it or giving it fresh breath.o
this make it easier for people to actually practice social distancing?
Useful link: USS Feeds
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Chocolate Sprinkles, But Make It ART!
Indonesians are using chocolate sprinkles & toasts into pieces of artwork. Since the
lockdown, they use their free time and readily available food item - bread, butter, and
Bedroom Pop
The teenage bedroom is the new hotbed of creativity.
sprinkles to create art that pay tribute to the frontliners who have passed away while From the DIY bedroom music genre, to pyjamas as
on duty. millennial fashion, and decor-inspired new subcultures
The lockdown has enabled people to use their time show their creative side, even with like "VSCO Girls.” Both a TikTok portal to the world and a
simple every day items. Some have also shared the numbers of hours spent to create private space anxious youth are retreating to, staying in
these arts - and let's just say, it's in the ballpark of a lot of hours! is officially the new going out. Self-care start-ups like
“Girls’ Night In” are capitalising on the “Homebody
Economy.”
WHAT IF
These simple yet complex art can act as vehicle for bigger change?
Perhaps a vehicle of charity?
Useful link: Twitter
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Indomie Without Mie
To welcome the holy month of Ramadan, Indonesia's top instant noodle brand - Indomie Empathy Age
has launched a limited edition packaging called Special Pack 5-in-1 Edisi Ramadan.
Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis impacts us
What's so special about it? The package doesn't show any noodles! The removal of all, and where many human skills can be automated,
noodle image is a conscious move to address religious sensitivity during the fasting empathy is the new currency. Kindness now beats honesty
month. The accompanying commercial, comes in two parts where it shows empty plates and vulnerability is the new relatability.
during the fasting period, and later with noddles after Iftar (break fast.)
This bold move is only possible with big and prominent brands like Indomie, imagine
being able to remove a signature icon and still be recognisable by many.
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
Brands portray more empathy instead of promotions/sale to portray brand's rooms, to LSD microdosing to make us
relevance during the pandemic period? smarter and happier at work, we’re getting
psyched.
Useful link: Detik
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Online Kamisan
Kamisan, is a weekly silent protest that has been held in front of the Presidential Modern Strike
Palace complex every Thursday since 2007 to demand the government to resolve Company activism has rapidly flipped from external
cases of past human rights violations. Today, the COVID-19 pandemic has forced marketing to internal justice. Traditional labor unions are
people to stay indoor and for the first time the silent protest has switch to two main growing globally among millennials. New, subtler forms of
social media platform, Twitter and Instagram so people can continue to express employee activism are emerging too, such as private
their demands and have their voices being heard. Slack channels. Don’t wait to be called out. Regular,
proactive staff feedback is businesses’ best defense.
Since moving their silent protest to social, #kamisanonline post has garnered more Partner with your people to identify and implement
positive change. Activism can then become engagement.
engagement as compared with the usual on-street Kamisan protests during this
pandemic.
WHAT IF
Is it time for all activist to move or have a presence and voice on online
platform to reach out to more people from all ages and anywhere?
Useful link: Jakarta Post
Copyright 2020 TBWA\GUIDE US
SURVIVALISM
INDOPRIDE
CONNECTED iGOD
CONGREGATION MODERN STRIKE
CONVENIENCE
ECONOMY
DIE-VERSIFICATION CLASS WARFARE
SUMMARY:
EMPATHY AGE
FRUGA-LICIOUS MONEY OUT
LOUD
CULTURAL
EDGES THAT BRAND GANGS
CONNECTED
FAMILIES
IRL
SIGNALS
MOOD GEISTING
COVID- WACKO WORLD AUTHENTICITY
RAMADAN BEDROOM POP
Copyright 2020 TBWA\INDONESIA
COVID-19
SOUL
KUALA LUMPUR X TCP-
SEARCHING
What search trends from Google can tell us about the
Malaysian and Indonesia states of mind.
Copyright 2020 TBWA\Soul searching - Indonesia Trending Searches on Google
20th April - 26th April (27th Sha'ban - 03rd Ramadan): Welcoming the holy month amid Covid-19
2M+ searches 200K+ searches 500K+ searches 200K+ searches
2M+ searches 1M+ searches 100K+ searches
1. Selamat Hari 1. Marhaban 1. Jadwal 1. Reemar
1. Virus corona 1. Apa manfaat 1. Kim Jong Un
Kartini 2020 ya Ramadhan puasa 2020 Martin
menabung
Women
empowerment day
2. Hari kartini 4. Lee Kyung
2. Lagu Ibu 2. Jadwal 3. Niat sholat 2. Kim Jong Un 3. Nasi anjing
Young
Kita Kartini puasa 2020 tarawih Meninggal
Charity rice
Means for ramadhan 5. Terminator
3. PSBB adalah prayers 4. Virus 5. Ventilator
Salvation
corona 4. Doa qunut
4. Larangan
Newest Indonesian
mudik invention for Corona
4. Prakerja 6. Surat yasin 5. Niat sholat 6. Masakan
‘mudik’ ban
gelombang 2 shubuh untuk buka
puasa 8. Snow White
9. Ucapan and The
Marhaban ya Huntsman
8. Menu buka 6. Niat sholat
Ramadhan
puasa dhuha
9. Soal TVRI 20
April 2020 9. Percy
Finding recipe Jackson
10. Mudik 10. Selamat 9. Terminator 3
menunaikan 10. Jadwal 10. Menu buka
10. Awal puasa ibadah puasa imsakiyah puasa 10. Samuel Kim
2020
Greetings to share
20 / 27 21 / 28 22 / 29 23 / 30 24 / 1 25 / 2 26 / 3
Source: Google Trends Copyright 2020 TBWA\Soul searching - Google trends of Indonesia
How COVID-Ramadan is shaping culture in a gist… (Aggregating the colour coded topics)
Curiosity to Participate The First to Celebrate Unbroken Spirit
Indonesians always want to be where the Love to be the most updated in community, Spiked searches for Ramadan greetings and
conversations and trends are. As we still we won’t forget what has to be celebrated Ramadan schedule sign that people are still
search for coronavirus itself, the search even in the midst of global pandemic. Kartini welcoming the holy month with full spirit and
about PSBB (social distancing day (commemoration of local female hero) joy that have to be shared with others
movement) and Prakerja (Government searches are spiking up during 20-21st.
work program) is on the spotlight
Entertainment Time Welcoming Iftar Learning our Faith Deeper
In Friday and weekend, we identify increasing In a first week of Ramadan, Indonesians love
search around movies and artists, signify that to explore food to have for Iftar. Because this While we have to be at home in this strange
in weekend people have more time to engage moment we are limited to go outside and buy Ramadan and can’t have congregated
with entertainment platform like TV box office food, we shift into cooking it ourselves. It shows prayers, we are trying to rediscover and learn
people search around Iftar recipe and the the faith ourselves.
number of searches increased on weekend
DATE RANGE: 20TH - 26TH APRIL
Source: Google Trends Copyright 2020 TBWA\Soul searching - Malaysia Trending Searches on Google
20th April - 26th April (27th Sha'ban - 03rd Ramadan): Welcoming the holy month amid Covid-19
Searching for
500K+ searches quotes,
meaning and 100K+ searches 500K+ searches
difference
between
1. Coronavirus 1. Kim Jung-un
Ramadan
1. Earth Day 1. Gerak
Kareem and 1. Extraction
tips Ramadan 1. Ramadan 2020 Malaysia
Mubarak
2. Singapore 2. Ramadan Kareem Announcement on 2. Kim Jung Un 2. Bad
2. Oil Price Circuit Breaker Phase 4 extension Education
death
Interstate travelling
App to monitor personal permits app during MCO 3. Bharat
health throughout 3. Taman
4. Blueberry Covid-19 Outbreak 2. MCO Malaysia
3. Gerak Malaysia Megah market
3. mySejahtera 4. Rohingya
4. When My
Related queries on
It’s Health Love Blooms
Ministry 4. Datuk Dr ‘start of fasting
announcement’ 20K+ searches
Director Noor Hisham 5. Love Never Dies
6. Cherry General’s 5. Ramadan Searching for
birthday! Abdullah quotes and wishes.
2020 Malaysia
7. Raspberry 6. Selayang
6. Happy
Ramadan 2020
6. Virgin Australia Malaysian fashion
designers unveil their
2020 Raya collections
K-Pop band 8. Salman
ASTRO's member
7. Hari Raya 2020 Khan
8. Singapore to star as lead in
8. Kim Jung Un death new drama, "True
Population 8. al-Quran Beauty".
9. Banana No Tarawih at mosque 9. Cha Eun Won
Go-to Preparing for
business news “new norm” 9. Puasa 9. Terawih 10. Randeep 8. The Intern
platform in during fasting
10. Strawberry the age of 10. The Edge 10. Thor Hooda
season
COVID-19
20 / 27 21 / 28 22 / 29 23 / 30 24 / 1 25 / 2 26 / 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)
Fruit-Coded Social Challenge Government-initiated Apps Keeping tabs on COVID-19
We’re seeing seemingly random searches on Government initiatives such as the mySejahtera Malaysians continue to keeping track on every major
different types of fruits as the Internet on lockdown (personal health check) and Gerak Malaysia announcement around the Movement Control Order
trying to decipher the meaning behind this fruit- (interstate travel permits) apps recorded high (MCO) period as the country’s battling the outbreak
coded social challenge popping around Instagram. numbers of searches as they are considered to be of Coronavirus. Searches on the government’s
Mostly participated by teenage girls who posted essential platforms to assist Malaysians navigating declaration of red zone areas that fall under the
random pictures of fruits (i.e. raspberry, banana, life during COVID-19 and the Movement Control Enhanced Movement Control Order (EMCO) are
strawberry, etc.) that represent encrypting message Order (MCO) period. deemed important to Malaysians at large.
about the girl’s relationship status.
Entertainment Time Welcoming Ramadan World News Alert
Come Friday through the weekend, Searches around Ramadan peaked two days before News on neighbouring country’s lockdown
entertainment searches increased around first day of fasting begins, shows Muslims’ (Singapore’s Circuit Breaker, migrant population),
international entertainment as Malaysians catch anticipation for the holy month. Virgin Australia filing for bankruptcy and fall of
up with celebrity news in Hollywood, Bollywood They reveal how Muslims are searching to get better crude oil price are some of the searches that show
and K-Pop. understanding on how Ramadan will look like in the how Malaysians are keeping abreast with what’s
Movie searches also suggest how Malaysians are age of COVID-19 with drastic changes happening going on in the rest of the world
discovering new and old movies from these three around them, nothing unlike what they’re used to. On top of that, with speculation on Kim Jong Un’s
entertainment industries as they’re binge health status and whereabout, Malaysians are
watching through the weekend. keeping their eyes open on stories of the North
Korean leader.
DATE RANGE: 20TH - 26TH APRIL
Source: Google Trends Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
• Adat translates to Tradition, rules that have been practiced since the beginning.
• 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.
• Faham is a Bahasa Malaysia word meaning to understand a meaning of something in one’s mind.
• Solat Jamaah (Congregational Prayer) or prayer in congregation (Jamaah) is considered to have
more social and spiritual benefit than praying by oneself.
• Ummah refers to Muslim community. A fundamental concept in Islam, expressing the essential
unity and theoretical equality of Muslims from diverse cultural and geographical settings.
• Pahala are reward from god can as well seems like points. The more good deeds you do the more
“pahala” you will get.
• 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.
• Tadarus al-Quran is the act of reciting Quran together, usually in a mosque during Ramadhan.
GLOSSARY
• Khatam Quran refers to completion of recitation of the Qur'an from the beginning to the end.
Khatam in Arabic means to end something.
• Nikah refers to ceremony of marriage vows performed by two people (the groom & bride's father)
with the intention of officiating a marriage bond between two muslims couple.
• Ijab Kabul are the two essential elements of a contract in Islam, where there is trades or
transactions, in this context marriage bond, and giving alms (ijab : to offer / qabul : acceptance).
• 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.
• Zakat Fitrah refers to alms that is practiced by Muslims, considered as one of 5 core beliefs &
practices in Islam.
• KEPCI refers to localization of KFC's pronunciation in Malaysia.
• Mudik (Bahasa Indonesia) / Balik kampung (Bahasa Malaysia) refers to the pilgrimage of going
back to one’s hometown during festive season.
• Kamisan derived from the word Kamis which means Thursday in Bahasa Indonesia.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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