BACKSLASH RAMADAN COVID-19 SPECIAL EDITION - KUALA LUMPUR - TBWA Disruption ...
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KUALA LUMPUR X TCP- INDONESIA BACKSLASH RAMADAN COVID-19 SPECIAL EDITION EDITION 4 WEEK OF MAY 7 - MAY 14
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
EMERGING
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
share what I have with those in Ramadan give us the
RAMADAN
make most of my spending
needs? opportunity to observe a more
without going overboard?
responsible Ramadan?
THEMES IN SIGNS OF
SOLIDARITY STRENGTHENING
MY FAITH
HOME IS WHERE
IT’S AT
COMMUNITY &
TRADITIONS
THE AGE OF 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
around the globe. As Muslim, how epicentre of Ramadan. How do
COVID-19
connection to Allah through 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\
FROM COVID-RAMADAN TO COVID-EID:
YET ANOTHER TEST TO TRADITION
With COVID-19 already changing the way Muslims observe Ramadan, it will also change the way we
celebrate Eid or Hari Raya. Despite decreasing COVID-19 cases, the country remains cautious about the
possibility of a Hari Raya cluster resulting in regulations that will have the most impact on the tradition this
year. In this last 10 days of Ramadan, Malaysian Muslims are not only busy upping their act of worship and
good deeds to catch the blessing of Laylatul Qadr or the Night of Power, but they’re also busy in being
mentally ready for what is about to come. Here are three ways to look at this:
OUR
EID PRAYER & NO MORE ‘BALIK KAMPUNG’,
1 2
SERMON AT HOME LIMITED ‘ZIARAH’
BIGGEST
Never in our lives have we had to perform Expect a quieter Hari Raya without the hometown
the Eid prayer or Solat Sunat Hari Raya in experience as interstate travel is still prohibited. The
the morning of Eid without the mosque tradition of ‘ziarah’ or home visits that is a common
practice throughout the month of Syawal are limited to
LEARNING
congregation and without listening to the
sermon of the Imam. Alternatively, the first day only, with close family members of not
Muslims are encouraged to perform Eid more than 20 people, depending on the size of the
prayer individually or in a small group at home.
THIS WEEK
home.
This means Muslims have to say goodbye to everything
This will have a strong emotional impact that defines Hari Raya, from big family gatherings to
on the community that sees Eid prayer as open houses, the usual salam for forgiveness to hugs
a significant way to express gratitude to and kisses.
Unpacking the impact of culture as we God as a community.
begin observing Ramadan during this
3 DAMPEN RAYA CALLS FOR MODEST RAYA SPENDING
time of crisis.
Without familiar traditions, possibility of a quieter festivity and pandemic restrictions
dampen Ramadan and Hari Raya joy for Muslims, many expressed lack of desire to go all-
out when it comes to spending this season compared to the years before. This is mainly
caused by growing financial insecurity but knowing that they are separated from family
could have dampened their spirit even more.
MAKING PEACE WITH CORONA
This COVID-Ramadan hasn’t been an easy one. The pandemic has impacted our way of life
and is changing and taking away elements of familiarity that we’re used to. Regardless, the
novel coronavirus has taken over our lives and we have no choice but to live with it. As a
nation, Indonesians have arrived at the stage of acceptance: to move past grief and learn
to live with the new normal.
BACK TO NORMAL
1 EMBRACE ‘NEW NORMAL’ 2
OUR Top news headlines might still orbit
around COVID-19 but Indonesians
believe that their lives shouldn’t only
Roads in Jakarta are slowly being filled with cars; back to
its crowded, jammed state, it’s always known for.
BIGGEST
be about having fear for the Earlier this week, hundreds of people gathered outside
coronavirus. They are not giving up. the country’s first McDonald’s outlet in Sarinah, Jakarta
It’s time to start accepting the that’s closing down, violating the government’s large
LEARNING
situation and learning to live with it. scale social restriction (PSBB) rules. To those who
participate, this act of disobedience is their way of
injecting a sense of normalcy they would not have had
Through the week, Indonesians have
should they send farewell to this iconic place virtually.
THIS WEEK
been using hashtag
#AdaptasidenganCorona (Adapting
with Corona) and
#TheNewNormalLife, through posts 3 MUDIK OVER CORONA
about dealing with the situation and
Unpacking the impact of culture as we doing their usual activities in the
There are so many Indonesians still choosing to mudik to
new normal.
begin observing Ramadan during this their hometown, despite the government has clearly
stated not to do so. They might violate the rules, but
time of crisis. The sentiment is clear: It is better to
many Indonesians still think that family bonding is more
start embracing the ‘new normal’ important and cannot be compromised with, especially
instead of hoping for things to go during Lebaran. Instead, they believe in achieving herd
back to what it was before. immunity and ultimately, live with it.
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.
TRIGGERSNEW NORMAL HOME IS WHERE IT’S AT COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
A quieter Eid without the hometown experience Tradition-Hacking
COVID-19 continues to dismantle traditions old and new. As feared, the upcoming Hari Raya / Idul Fitri If there’s one thing COVID-19 has taught us about how
celebration will not be the same. much we value and take pride in our culture and
tradition, is that no matter what happens, keeping them
Even with the mudik (going home) ban announced, many Indonesians are still hopeful
alive and intact will remain a priority. People tweaking
about the possibility of mudik to celebrate Idul Fitri at their hometowns. Recent survey
tradition to fit their lifestyle are becoming a norm.
by Jurnalisme Presisi shows 11.8% respondents or about an alarming 2 million
Instead of cooking complex and delicate traditional
Indonesians declared that they will be going back to their hometown this Eid, adding
dishes for hours, we hack them using readily available or
on to the fear of further spreading of the coronavirus.
DIY appliances to ease the process. It’s easier but it
doesn’t mean any less. Tradition still lives on to be
The Malaysian government had eased the movement restrictions, but with Hari Raya handed down to the younger generation, in a modern,
around the corner, the government has officially announced that balik kampung that innovative way.
requires interstate travel and Raya visitation is largely not allowed. However, there are
some leeway - Malaysians are allowed to have a maximum of 20 visitors at a time on the
first day of Raya. Nonetheless, on social media, many are encouraging each other to Survivalism
practice self-restriction and to stay put this Raya to curb the spread of COVID-19. Today, disaster feels imminent. Climate anxiety,
looming financial crises, and political instability is
driving consumers to hope for the best but prepare
WHAT IF for the worst. Now drastic problems require even
more drastic solutions.
There’s a virtual hometown that people can experience via web mapping
services like the Google Maps. Reverse-IRL
It’s time to get real. In a lonelier, more
automated world, we seek real-life, human
experiences. The rise of local community
People do break the rules and go back to their hometowns? meetups, DTC pop-ups, and rent-a-person
services are reviving opportunities for
How do we make sure that their movement and contact made are well traced?
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. Brands can respond
to our need for deeper, real-life, person-to-
person connection.
Useful links: Detik, World Of Buzz, Media Indonesia Copyright 2020 TBWA\TBWA\KL x TCP-TBWA\INDONESIA
SIGNS OF SOLIDARITY CELEBRATE IN MODESTY
EDGES
THE TRIGGER EDGES
Frugal behaviour on the rise, but not with Eid fashion Frugalicious
The Hari Raya/Lebaran is typically celebrated while donning new clothing. In fact, wearing Frugal is the new sexy. People are looking to spend
less and look good doing it with penny-pinching
the best, often new clothing on this day is considered a ‘sunnah’ in Islam. As a result,
apps and FIRE retirement goals. Frugal doesn’t
Muslims in Malaysia and Indonesia consider fashion shopping for Raya/Lebaran a must. mean cheap, it’s a lifestyle choice that allows
But with possibility of a quieter festivity this year and growing frugality caused by financial people to do more of what they love in the face of
insecurity, we wonder if that has changed behaviour of fashion shopping at all? economic uncertainty.
Ramadan Fashion Buy Baju Raya on
(Still) Rules Instalment
Despite an overall decline in consumer Based on our social listening observations, many Malaysian
spending across different categories, modest Muslims are opting to reuse their old Baju Raya, finding little need Die-Versification
fashion and Islamic goods remain a part of to go-all-out this Raya. Couple that with cautious spending “Pivot or die” is less of a strategy and more of an
Indonesians Ramadan shopping plans as behaviour that’s bound to have impact on Raya fashion category ultimatum. Brands are eking out a new lease on life
they prepare for the upcoming Lebaran especially premium to luxury brands. by diversifying their offerings into entirely new
celebration. This shows that Lebaran attires industry sectors. We coin it “Commercial
are an important part of the celebration, Understanding this sentiment, local fashion e-commerce platform, Darwinism.”
hence they are being prioritised Fashion Valet introduced a 3-months instalment plan with 0%
interest on Baju Raya, a previous uncommon practice in this
category to encourage people to shop for Baju Raya. Since, we’ve
WHAT IF
seen other fashion brands adopting similar approach.
Brands demonstrate ways to stretch the use of Eid attire
beyond the celebration period?
There’s a programme for Muslims to donate last season’s Eid attire that
still look brand new to those without the means to buy new?
Useful links: Jakarta Post, Fashion Valet Copyright 2020 TBWA\TBWA\KL x TCP-TBWA\INDONESIA
SIGNS OF SOLIDARITY
EDGES
THE TRIGGER EDGES
COVID-19 tests in high demand, brands deliver
Die-Versification
Free Rapid Tests for COVID-19 Test Kits “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
the community Available at Shopee offerings into entirely new industry sectors. We coin it
“Commercial Darwinism.”
An Indonesian-based health tech platform, In a unique collaboration, Shopee Malaysia, one of
Halodoc, partnered with insurance and Malaysia's leading e-commerce platforms launched
financial service company, Prudential to a service called DoctorOnCall, a platform that
provides video and audio medical consultation from
provide free online rapid tests to 50,000
the privacy of your home or office through any Brand Gangs
residents in Jakarta and Surabaya.
electronic devices including laptop, tablet, and Competitors, come together. Brands are joining forces
This is a fantastic way for a private mobile. around shared industry challenges and good causes
companies to play its part in supporting where they can have a greater collective impact. 53%
the government’s effort to expand and With DoctorOnCall, Malaysians can now purchase of consumers think brands can do more to solve social
facilitate access to health to communities COVID-19 real-time reverse transcription-polymerase problems than governments. Imagine what an entire
that would otherwise have not. chain reaction or RT-PCR tests, complete with industry could accomplish? 21st-century brands are
discount vouchers for medication through built on collaboration. Rethink the enemy and gang up
DoctorOnCall’s online store on Shopee. for good.
WHAT IF Convenience Economy
We want it now. As people seek to fulfil their
behavioural addictions, they increasingly rely
Convenience industry reimagine itself as a care industry? on algorithms and smarter tech to not only
deliver goods, services and entertainment in
an instant, but to predict and send what we
want before we even know what that is.
Traditional medicine i.e. Chinese medicine ventures into e-commerce to
provide better access to medication and consultation as well?
Useful links: ID Financials, The Edge Market , Shopee Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
MALAYSIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\NEW NORMAL SIGNS OF SOLIDARITY
THE TRIGGER EDGES
The New Normal Economy Survivalism
Since the government announced the Conditional Movement Control Order (CMCO)—a more Today, disaster feels imminent. Climate anxiety, looming
relaxed regulation to the country’s existing lockdown preventive measure— businesses across financial crises, and political instability is driving consumers to
various sectors are allowed to operate as the government plans to reopen the national economy hope for the best but prepare for the worst. Now drastic
in a controlled manner. To operate, businesses have to adhere to a strict standard operating problems require even more drastic solutions.
procedure (SOP). On May 4, Malaysians finally got a taste of how the new normal economy
operates. Here are some examples of businesses from different sectors conducting their SOPs:
Anxiety Index
1 2 3 4 It’s the era of shared despair. Modern activism birthed
infinite issues for us to care about, now we have anxiety
Children care centres Fashion retailer like Local restaurants Shopping mall, One about all of them. From Eco-Anxiety to Gentrification
created individual play MisClaire adopted "no included slips with Utama developed its Anxiety to FOBO, there’s a new rolodex of maladies,
sections for every fitting of clothes" temperature checks in own contact tracing each getting a classification of their own. Millennials are
children in their care, policy at its boutiques, food delivery. Each note system that functions as the most anxious generation — but we’re all on the
including having encouraging customers includes the name of a visitor log via a spectrum. Anxiety is both burden and badge of honor.
individual toys to avoid to get online and plan the person who cooks, mobile application for Culture will shift and businesses will be born to manage
sharing as they practice their purchase before prepares, packs and/or staff members, and champion the anxious state.
social distancing coming to the boutique delivers the meal. shoppers and tenants.
measure. for pick-up.
WHAT IF Reverse-IRL
It’s time to get real. In a lonelier, more
automated world, we seek real-life, human
experiences. The rise of local community
We integrate necessary New Normal tools like contact tracing system and
meetups, DTC pop-ups, and rent-a-person
body temperature updates, just to name a few in a one super app like Grab? 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.
We create a new contactless play experience for children that can still be Brands can respond to our need for deeper,
played as a group activity? real-life, person-to-person connection.
Useful links: Nurrulakhira Azman/Facebook, Ho Min San/Facebook, MisClaire Boutique Instagram, SAYS, 1Obefiend/Twitter
Copyright 2020 TBWA\HOME IS WHERE IT’S AT SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Smart social seeding via a Ramadan Safe Pledge Die-Versification
The extension of the Conditional Movement Control Order (CMCO) which prohibits “Pivot or die” is less of a strategy and more of an
people from travelling between states means fewer reunions and certainly much less ultimatum. Brands are eking out a new lease on life
by diversifying their offerings into entirely new
travelling. This affects the automobile industry quite significantly as Hari Raya
industry sectors. We coin it “Commercial
promotions are huge revenue boosts for automobile brands.
Darwinism.”
Understanding that it's no longer business as usual, Volvo Car Malaysia pivots their
strategies for this season and launched an awareness campaign called "Ramadan
Safe Pledge" to help reinforce the government's Conditional Movement Control Order Empathy Age
(CMCO) and encourage Malaysians to stay at home. The company will be rewarding Welcome to the Interpersonal Economy. In a more
500 lucky winners daily for 20 days with GrabFood vouchers. All people have to do is interconnected world where one country’s crisis impacts
participate in an Instagram contest that requires fans to upload a picture of Volvo us all, and where many human skills can be automated,
cars on their IG account with an “I pledge to stay safe” headline. empathy is the new currency. Kindness now beats
honesty and vulnerability is the new relatability.
This is a smart social seeding tactic to continue building top-of-mind awareness of
your brand using the best influencers — your followers.
WHAT IF
More brands can help reinforce the CMCO all while keeping them engaged with the
brand itself? Think gamification format where check-in feature allow people to be more
voluntary in checking in at home to claim for rewards? Hint, Foursquare?
Brands collaborate with government-initiated movement apps such as Gerak Malaysia
and SELangkah to help curb the spread of COVID-19 by rewarding users for staying at
home.
Useful links: Paul Tan , Volvo Malaysia IG Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED STRENGTHENING MY FAITH
THE TRIGGER EDGES
Wesak celebration moved online
Malaysian Buddhists celebrated Wesak Day on May 7, commemorating the iGod.
birthday, enlightenment and death of Gautama Buddha. Religion is getting a facelift. With the help of VR,
apps, and pop culture at large, institutions around
the globe are injecting modern sensibility into
In this age of "new normal", many Buddhists turned to technology to participate
ancient tradition. From the Hajj to the rosary,
virtually in e-Wesak services made available by temples and associations religion unites with technology in order to modernize
nationwide. There were even live streams set-up so fellow Buddhists can observe and bring in younger worshippers. Instead of people
the bathing of infant Buddha's statue — an integral part of the celebration that finding their faith, it’s finding them.
symbolises cleansing of body, speech and thoughts to eradicate anger, greed and
ignorance.
Connected Congregation
Similar to the observation of Ramadan in the days of COVID-19, people of Technology has changed the way people connect
different faith are discovering new ways to continue their religious practices by with their faith as a congregation. Worship and
introducing creativity and technology to these activities. prayer has gone online with The Catholic Sunday
Mass & the Muslim Tadarus al-Quran being
WHAT IF broadcast live due to the pandemic. Government
makes it its responsibility to help its citizens of faith
with religious guidance to ease anxiety of not
having spiritual guidance as they practice their faith
Online faith and festive celebrations are here to stay, how else will the in isolation. With mosques, churches, temples &
traditional practices change? houses of worship closed its doors, instead of feeling
disconnected to faith, it has strengthened and
deepened the understanding of faith on a more
holistic level as people are coming together and
Online congregation is the go-to move across religions, how can brands help helping each other as a congregation to find their
people continue to build stronger connections with their faith? spiritual guidance during these tough times.
Useful links: Malay Mail, The Star
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Lazada hosts online job fair
Leading eCommerce platform, Lazada Malaysia is partnering with job search Empathy Age
platform WOBB to launch an online job fair, Jom Cari Kerja (Let's Find A Job) on Welcome to the Interpersonal Economy. In a more
its platform. The fair will feature over 1,000 jobs from various industries, including interconnected world where one country’s crisis impacts us
all, and where many human skills can be automated,
FMCG, banking, finance, retail and F&B, just to name a few.
empathy is the new currency. Kindness now beats honesty
With one-third of the Malaysian population shopping on the platform every and vulnerability is the new relatability.
month, Lazada’s existing platform enables companies to market job openings to
reach wider audience, ultimately more potential applicants.
It's an unlikely move for an eCommerce platform like Lazada to host such an
event, but this is a way for the brand to especially help those who have lost their
jobs due to COVID-19 pandemic. Die-Versification
“Pivot or die” is less of a strategy and more of
an ultimatum. Brands are eking out a new
WHAT IF lease on life by diversifying their offerings into
entirely new industry sectors. We coin it
“Commercial Darwinism.”
Brands can use their existing assets to help communities get back on their
feet after the COVID-19 pandemic.
Brands identify new partnership opportunities which provide long term
solution that benefits people's every day lives.
Useful links: Malay Mail, Lazada
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Jobs for the homeless
Some 300 homeless people in Malaysia's Kuala Lumpur are expected to land
Empathy Age
Welcome to the Interpersonal Economy. In a more
minimum wage jobs under a post-Movement Control Order (MCO) initiative by the
interconnected world where one country’s crisis impacts
federal territory ministry. Most of them will be given jobs working at supermarkets as us all, and where many human skills can be automated,
well as the food and beverage (F&B) and glove-making industries. Aside from job empathy is the new currency. Kindness now beats
opportunities, they will also be given skills training. honesty and vulnerability is the new relatability.
At the beginning of the MCO, the homeless in Kuala Lumpur were provided shelter
and food as well as essential supplies — an effort to curb the spread of COVID-19.
During this process, some of the homeless were also able to reconnect with their Survivalism
families.
Today, disaster feels imminent. Climate anxiety, looming
financial crises, and political instability is driving consumers
COVID-19 has brought upon a lot of doom and gloom news so its a relief to see some
to hope for the best but prepare for the worst. Now drastic
good coming out of this, especially for a community that is often side-lined. problems require even more drastic solutions.
WHAT IF
We can engage with local businesses to help amplify this movement as a
way to pay it forward to our community?
There's a marketplace that can better facilitate voluntary help for various
vulnerable communities?
Useful links: SAYS
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Malaysia: No longer a safe haven for Rohingya refugees? Class Warfare
A pandemic like the COVID-19 have proven to bring out the best out of people but it has also
As the wealth gap widens into a chasm, the battle between the
bring out the worst in Malaysians. A rising vitriolic campaign by some sections of Malaysian
rich and the rest of us is about to erupt. Taking down luxury brands
netizens against Rohingya refugees recently emerged with flurry of petitions calling for them to who offend us has become the new “cultural schadenfreude” for
be deported, along with an uptick in anti-immigrant sentiments which are fuelled by the the working masses. A current wave of movies seem to chant “Kill
circulation of false information on social media. The Rich”. The modern servant class of Uber drivers and
manicurists is one of the fastest-growing and critiqued industries.
Malaysia has a long history of being a destination for refugees, however as the nation tries to Elitist brands beware. The uprising is here.
battle this pandemic, many are decrying the resources spent on the Rohingya community — a
community made up of people who are survivors of what the United Nations described as
"textbook example of ethnic cleansing”.
Anxiety Index
Human rights groups shared that many refugees and migrants in Malaysian are living in fear It’s the era of shared despair. Modern activism birthed infinite issues
and can't foresee what the future would be like for them. Will they be forced to flee once again? for us to care about, now we have anxiety about all of them. From
Ironically, the call to have Rohingya deported can be considered unIslamic especially in the Eco-Anxiety to Gentrification Anxiety to FOBO, there’s a new
month of Ramadan where Muslims are encouraged to extend help to the most vulnerable and rolodex of maladies, each getting a classification of their own.
not further spur hatred on them. Millennials are the most anxious generation — but we’re all on the
spectrum. Anxiety is both burden and badge of honor. Culture will
WHAT IF shift and businesses will be born to manage and champion the
anxious state.
We are able to encourage community accountability, where our attitudes Reverse-Empathy Age
towards strangers determines our humanity? Welcome to the Interpersonal Economy. In a
more interconnected world where one
country’s crisis impacts us all, and where
There’s a backend system that can call out and label anti-immigrant rhetoric on many human skills can be automated,
social media? And for every hate speech captured, we ask them or the community empathy is the new currency. Kindness now
to donate as a symbolic of “erasing hate speech”? beats honesty and vulnerability is the new
relatability.
Useful links: Human Rights Watch, The Star, South China Morning Post
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
INDONESIAN
CULTURAL
TRIGGERS
Copyright 2020 TBWA\MUDIK/BALIK KAMPUNG
THE TRIGGER EDGES
The "No Mudik" Song
In an effort to reinforce the country’s no mudik ban, the Presidential Chief of
Unbuttoned
Sit back, relax and stay awhile. Today, casual Friday
Staff, Moeldoko, Chairman of the President Wiranto and other government is every day, Scumbros are high fashion and
officials collaborated in a song called "Ra Mudik Rapopo" which loosely Unbuttoned colloquialisms are the language of brands and
translates to ‘it's okay not to return to hometown’. politicians. Approachability trumps credibility as
perfection loses steam and informality and self-
deprecation are the height of style.
As Lebaran celebration approaches and people begin to become restless due
to the lockdown, government officials in Indonesia are tapping into more
creative approaches with hopes that people will abide by the rules.
WHAT IF
Governmental organisations and other private entities fully embrace the
power of creativity in order to enforce law and regulations in more interesting
ways.
Useful links: Vice
Copyright 2020 TBWA\SIGNS OF SOLIDARITY (TO BRANDS)
THE TRIGGER EDGES
Farewell to Jakarta’s beloved first McDonald's outlet
Hundreds of people gathered on Sunday at a McDonald’s in Central Jakarta Nowstalgia
to bid farewell to the first fast food chain to ever open in Indonesia. The Past has become present as the old becomes new
event prompted an instant flood of comments on social media expressing again for the next generation. We’re seeking the
disdain and anger toward the crowd who seemingly disregard effort to curb comfort of the old days in an increasingly
uncomfortable world that promises things didn’t
the spreading and minimise contracting COVID-19 by being in public.
used to be this way.
While it is an irresponsible act, many Indonesians had share their misery due
to the closure of the outlet on the social media. Loyal customers who have
high sentimental connection with the place or brand will do whatever it takes
to cherish their last moments with this icon that have created so many
memories for them.
WHAT IF
There’s another way using technology to nurture our good memories in
times like this?
Brands themselves organise a "Farewell" virtual gathering for
their loyal fans?
Useful links: The Jakarta Post
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Virtual green screen wedding
The COVID-19 pandemic has scrapped millions of wedding plans around the world. With
people in lockdown, large gatherings banned everywhere and venues closed, how is a Hygge Tech
wedding possible? Brands and designers are redefining the
experience of technology to be more
Well, a little movie magic helps here. A couple in Indonesia have their pick of whatever kind comforting and tactile, less robot. As the
relationship between man and machine
of lavish weddings they wish for, all they have to do is change their "background" on the
becomes more ambivalent yet tethered, we
green screen.
crave a softer touch.
Made possible by GM Productions, a company that pioneered the unconventional wedding
format in Indonesia, transformed a green screen room with one table set — just enough for
the couple, a few observers and the officiator — into a fancy wedding on screen. The rest of
the guest would have to video call in.
It's only a matter of time until this idea makes its way to all across the world!
WHAT IF
Brands start using live streaming content more frequently and leverage virtual
technology to make the experience more interesting.
Useful links: Coconuts, Twitter
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
TikTok parody videos are new ways to complaint and brand-shame
In a series of role play parody videos on TikTok, an Indonesia TikTok user acted out typically
Bedroom Pop
The teenage bedroom is the new hotbed of
unpleasant customer service experience at fashion retailer, ZARA that many who have walked
creativity. From the DIY bedroom music genre, to
into the shop can relate to. His spot-on depiction of ZARA’s employees who are deemed rude
pajamas as millennial fashion, and decorinspired
went viral, sparked conversations among Indonesian social media users and beyond, sharing
new subcultures like "VSCO Girls.” Both a TikTok
their own bad experience at ZARA.
portal to the world and a private space anxious
youth are retreating to, staying in is officially the
ZARA wasn’t the first brand being parodied. Before ZARA, Indonesia’s e-bank, BTPN Jenius’ new going out. Self-care start-ups like “Girls’ Night
demanding sales representatives was on the spotlight too because some creators doing the In” are capitalizing on the “Homebody Economy.”
impression of their sales. This style of parody video is an interesting way for customers to
complaint about bad experience and for brands that are not careful, these content can be a form
of user-generated brand-shaming effort by the people brands should consider ‘kings’.
WHAT IF
A complaint that customers file for brands can be leveraged into more
than a clarification? What if they’re used as insights that be turned into
content as brands improve their approach to customer service.
Useful links: Twitter
Copyright 2020 TBWA\Bedroom
Hygge Pop
Tech
Survivalism Anxiety
Class Warfare Index iGod
Die- Tradition-
Doom Empathy IRL
Generation Age
Versification Hacking
SUMMARY:
CULTURAL
EDGES THAT Brand
Gangs
Fruga-licious
Connected
Congregation
Convenience
Economy
SIGNALS
COVID- Immersive Modern
RAMADAN
Unbuttoned Nowstalgia
Entertainment Strike
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
4th May - 10th May ( 11th Ramadan- 17th Ramadan ): First taste of the new normal
10K+ searches on 100K+ Searches 500K+ Searches
200K+ Searches Ahmaud Arbery Shooting 200K+ Searches
1. Happy
1. Public 1. Wesak 1. Ahmaud 1. Happy 1. BPN Mother's
Bank Day Arbery A prominent Mother's Day
Elon Musk
Visakhapatnam
Islamic preacher Day 2. Mother's
2. Elon Musk and Grime and founder of
2. Kenanga (Vizag) LG Day 2. MCO
had a baby
Polymers Gas
the Malaysian 2. Ismail
Wholesale boy DarusSalam
leak caused 11 Kamus 3. Happy
3. Taman died and 1,000
Islamic Medical 3. Nuzul
3. Vizag Association, Mother's
Mayang people affected.
Datuk Ismail 3. BKSS Quran 2020
Selayang 3. Adele Kamus, died Day 2020
4. Pbb date 4. PJ Old
4. Mother's Town
4. Wesak Day date 4. Nuzul
4. Azmin Ali
5. JPJ 5. Cheras 2020 Quran PM 5. MCO
announced
Mall Malaysia
5. Vesak Day MCO/
5. OPR Elon Musk and
5. Bon CMCO
Grimes explain Searches
around vacancy extension till
how to
pronounce his 6. X Æ A-12 7. Spa approval in the 9 June
government
son's name and Musk
Azhar Ali's what it means. sector.
The rise of the Former Radio
7. Azhar Ali NASA fourth and final announcer was
scholarship supermoon of
NASA was a scam
arrested for
the year. The insulting Sultan
9. Gerak 7. Supermoon 6. Patrick
rare occasion 8. Vera Wang Johor
Malaysia is also known Teoh
as the “Super
8. Bon Application Flower Moon 9. Finance 9. MCO
8. CMCO
Keeping up Extension
9. Public 10. COVID-19 with
Malaysia
COVID-19 10. Setia Alam
Malaysia cases in
cases today Malaysia
4 5 6 7 8 9 10
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)
Moratorium Effects on Banks New Clusters Revealed Celeb in Shape
After the controversial Moratorium U-turn*, banks made Malaysians take COVID-19 updates seriously. There’s a Just like the rest of the world, searches on singer Adele’s
come back statements exposing the consequences of sense of responsibility to be informed with the weight loss transformation and fashion designer, Vera
having the accrued interest of hire-purchase loans and country’s progress in fighting the pandemic and to get Wang having toned body at the age of 70 shows our
fixed-rate Islamic financing dropped. Banks like Public Bank a sense of what’s happening with friends and family obsession over body image. These transformations
(which recorded the highest search) were concerned that near and far. became subjects of public assessment as fans and critics
they may encounter a larger impact of a “modification loss” alike feel entitled to share their opinions about public
This week's searches show interest in new COVID-
should that happen. figures.
positive clusters announced and learning about areas
With this piece of information, suddenly the country is in a heavily affected and categorised under Enhanced
dilemma — who should we help? Everyday Malaysians Movement Control Order (EMCO).
hoping moratorium will help ease their financial burden or
banks risking their profits reduced?
Make time for Mini Celebrations Where’s our Payout? Entering the New Normal
Despite being on a semi-lockdown with the Conditional Malaysians who are entitled for the federal government May 4 was the first day of a new world with Conditional
Movement Control Order (CMCO), Malaysians still make aid, Bantuan Perihatin Nasional (BPN) but have yet to Movement Control Order (CMCO) activated. Malaysians
time for mini celebrations happening this week. receive the much-needed payout are starting to feel were curious about viral long queue found outside the
From Wesak Day to Nuzul Quran, and Mother’s Day to anxious. Searches spiked on BPN and Sarawak state shopping mall, Kenanga Wholesale City in Kuala Lumpur
round up the weekend, search results show that government’s aid, Bantuan Khas Sarawakku Sayang and discovered that the incident involved mall workers
Malaysians are celebrating them differently this year. (BKSS) also showed that those who get rejected going through an inspection before they’re allowed to go
appealed for the aid. in as part of the new SOP put in place.
Even without the presences of loved ones or the
familiarity of traditions, there is no excuse to not The Internet becomes a window for Malaysians to get an
celebrating important cultural events and the most idea of what has now changed for them in the
important person in our lives—our mums. new normal.
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
4th May - 10th May: The days we mourned and reflected
100K+ searches 5M+ searches 200K+ searches 200K+ searches
2M+ searches 50K++ searches 200K+ searches
1. Ferdian 1. Game
1. Ferdian 1. Cell film 1. Djoko Santoso
Paleka 1. Didi Kempot 1. Cuaca besok Google Doodle
Paleka
populer
Indonesian-remade
2. Didi Kempot 2. Pantun movie 2. Malam
2. Soal TVRI teka-teki 2. Roy Kiyoshi 2. Hari Ibu
Mualaf 2. Adi Kurdi nuzulul quran
Hari ini jatuh pada
4. 15 tanggal
3. Dukhan 3. Nuzulul
3. Harimau ramadhan Quran
5. White House 2020 ada apa
sign of doomsday
4. Nuzulul 3. PSBB
down 5. Tuliskan
Quran Surabaya 4. UFC 249
pengamatan 5. Dukhan Surabaya social
mu dalam 6. Gempa hari adalah distancing
School exam from
bentuk … ini 5. Cell
TV 5. Chappie
6. Meteor 5. Ferdian
7. Berita 7. Nikita Willy Paleka
7. Cilegon
terbaru berita terbaru ditangkap 6. Pria
banjir 7. Supermoon
8. 5 days of Tertampan di
war dunia tahun
9. Berita hari ini 2020
9. Sandiaga 8. Bulan
9. tanggal 9. Kucing
Uno purnama 9. The King:
merah 2020 diinjak
Eternal
10. Doa buka
Monarch
puasa dan 10. Dukhon
10. Big Game episode 7
artinya
4 5 6 7 8 9 10
Source: Google TrendsSoul searching - Google trends of Indonesia
How the pandemic is shaping culture in a gist… (Aggregating the colour coded topics)
Learning 2.0 Days of Mourning It’s an Intense Life out There
At the beginning of the week, we saw Sad news for Indonesia as we mourn the lost For the past week, we saw a number of
searches about school exam being aired of public figures like Didi Kempot, Adi Kurdi, unsettling stories of morally disturbing
on national television, TVRI, as it aims to and Djoko Santoso. These are top 3 of behaviours that became trending news. From
help students with limited access to the Indonesia’s most searched keywords. YouTuber Ferdian Paleka’s controversial
Internet to study from home. This shows transphobic video and arrest to stories of cats
that the spirit of learning is well nurtured being stepped on made us question what has
in times of quarantine, even through a TV become of our society when kindness is most
program. needed in this difficult time.
Necessary Distraction Look Up Mother Earth Believe in the Bigger Force
We've had enough of consuming This week, searches show that Indonesians As Ramadan comes close to its end, we see
COVID-19 info every day, so we shifted have started to take a deeper look and people try to optimise their religious activities
our focus to entertainment, as we see so have a deeper understanding of what’s to get maximum ‘Pahala’ (blessings).
many searches about movies and games happening on our planet and space (e.g.
supermoon, full moon, meteor, today’s Searches around ‘dukhun’ (signs of doomsday)
throughout the week. signalled Muslims' cautious behaviour in what
earthquake). Could these searches be a
sign that we also want to know more about might be the sign of doomsday.
something bigger than ourselves?
DATE RANGE: 4th May - 10th May
Source: Google Trends Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
• Laylatul Qadr or the Night of Power marks the night in which the Quran was first revealed to the
Prophet Muhammad by Allah. Because of this, many Muslims will treat the last 10 days of the
month of Ramadan as a particularly good time for prayer, reading of the Quran and do good
deeds to help others.
• Ziarah refers to the activity of visiting family and friends during Eid/Hari Raya.
• Sadaqah is an Arabic word which means voluntary charity.
• 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.
• 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.
• Iftar is the evening meal with which Muslims end their daily Ramadan fast at sunset.
GLOSSARY • 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
prophet". Sunnites try to follow his words, actions and teachings. Pahala will be granted by doing so.
• Nuzul Quran refers to an event where the first recitation of the Quran’s was revealed to the Prophet
Muhammad PBUH by the Angel Jibrail.
• Wesak also spelt Vesak, is a day celebrated by Buddhists around the world as it commemorates
three significant events in Gautama Buddha’s life – namely his birthday, his enlightenment and his
passing away.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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