Determining

the Hilal
Ramadan
Strategy

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 Table of Contents

01 Overview 05 OOH Insights

Ramadan Vibes: POA dan

02 06 OOH Exposure: Billboard
Ramadan Describe

Ramadan Vibes: Change Learn with StickEarn Case Study:

03 07
Mobility Khaf, ZM, and Dapur Cokelat

04 OOH Insights 08 Key Takeaway

 1

Overview
Ramadan is the most anticipated month by
Muslims worldwide, including in Indonesia. Its
arrival marks a turning point signifying change
for many individuals, such as changes in
attitudes and social behavior.

The significant changes that occur also affect

the shopping patterns and content
consumption of society in both the digital and
out-of-home ecosystems.

Therefore, it is important to take advantage of

this moment in creating a Ramadan campaign
in 2024. By leveraging it, brands can execute
more effective product promotions because we
will learn how fashion, food, and men's skincare
brands participate in the Ramadan moment in
2023.

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 2
Ramadan Vibes
People Descript Ramadan People Perception about Ramadan

98% 98%
believe Ramadan helps
Ramadan is a time for
them to improve
generosity and thinking
self-discipline and
about the needs of others.
willpower.

96% 68%
like Ramadan because
Ramadan is the time to
can spend time with them
family. find the best deals.

Source: GMT Research 2023

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 3
Ramadan Vibes
Change in Mobility ● Morning traffic between
6:00-8:00 a.m. sees an
uptick, potentially due to
more people heading
out earlier for work
during Ramadan,
indicating a shift in daily
routines.

● The evening peak traffic,

3-5 p.m. rises compared
to pre-Ramadan levels,
possibly as individuals
leave work earlier to
prepare for Iftar.

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 4
OOH Insights Advertising Expense by Industry in Ramadan

2022

2023

The use of Out-of-Home (OOH) as an

advertising medium is increasing year by year.
During Ramadan 2022 and 2023, the business
and finance, style & fashion, and home and
garden industries massively advertise outdoors
using digital and conventional billboards.
Source: Statista & Clear Channel

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Shopping
Plans ● 5-10 days before Ramadan,

During shopping activities increase.

Audiences buy new clothes,
electronics, decorate their
Ramadan homes, and plan their
travels.
● Searches for various needs
are carried out through
Fashion and grocery e-Commerce and social
items are expected to media.
dominate sales, while ● Yougov said, just over half
travel is anticipated to (51%) also plan to buy at
experience increased least some food, drinks, and
household appliances
demand compared to
during Ramadan online.
last year.

Many people are

preparing for travel and
vacations with family or
friends after Ramadan.

Source: Redseer.com

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 5
OOH Insights
THREE REASONS WHY
OOH
Is increasingly popular

Digital Out of Home (DOOH) Getting harder for brands to cut

leading the way in market through the digital noise.
innovation.

Opportunity to connect brand

and consument in the real
world.

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 6
OOH Exposure #1
Billboard/LED Which
TV ads Industries
Ads on car Advertise Using
Ads displayed on stores Billboards?
Ads on train/KRL

Flyers

MobileLED

Ads on motorbike Most often

Ads in airplane Overall

● Billboard/LED emerges as the most potential media to be used.

This media provides the widest exposure.
● Besides being highly visible, advertising on this media can also
be tailored to activities. Similarly, when you advertise on TV,
display ads in stores, or KRL.

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 7
Men’s Facial Wash Brand
CAMPAIGN DETAILS

CAMPAIGN RESULTS

During advertising on billboards,

the visibility of the billboard
fluctuates. However, there was a
significant increase from April 17th
Periode of campaign: to 21st.
1 April–30 April 2023*

OOH Placement: The impressions of this men's facial

Conventional Billboard wash advertisement are highest in
the morning at 6 a.m. when
Ad Location: workers are heading to the office,
Tol Purbaleunyi–Cipularang KM during midday traversed by
117+600, Bandung, Jawa Barat special workers, and during the
time they return home.
Objective:
An emotional awareness campaign

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 7
Men’s Facial Wash Brand

138 The peak of the homecoming flow before

Eid al-Fitr on toll roads benefits brands
advertising in OOH. The campaign can
Vehicle traffic
increases compared reach various audiences in one vehicle,
to regular days thus significantly increasing its
because of the impressions.
homecoming flow.

Source: katada.ia
Wednesday and Friday have the highest
impressions. Midweek and just before
the weekend, many people use private
vehicles for mobility.

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 7
Local Fashion Brand by an Artist
CAMPAIGN DETAILS

CAMPAIGN RESULTS

Good impressions are at the end of the

campaign, on May 1st and May 5th (or
after Eid al-Fitr ). This is due to
Periode of campaign: increased activity around the LED as it
6 April–5 May 2023 is still related to the Eid al-Fitr holiday
and Labor Day.
OOH Placement:
- Videotron
- Conventional Billboard At the Baranangsiang Terminal, 5
p.m. becomes the best time to
Ad Location: advertisements can be reached
- LED Terminal Baranangsiang, and seen by many passersby.
Bogor
- Jalan A. Yani (depan Hotel Aston),
Bekasi

Objective:
Transactional campaign to increase
sales.

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 7
Local Fashion Brand by an Artist
CAMPAIGN DETAILS

CAMPAIGN RESULTS

This campaign tends to show

fluctuating growth in its impression
date-by-date. However, the beginning,
Periode of campaign: middle, and end of the campaign serve
6 April–5 May 2023 as indicators of the good impressions it
generates.
OOH Placement:
- Videotron
- Conventional Billboard The highest average impressions
per hour occur between 10 AM and
Ad Location: 4 PM. During this time, there is an
- LED Terminal Baranangsiang, increase in passengers who want to
Bogor travel, either to nearby areas for
- Jalan A. Yani (depan Hotel Aston), transit or intercity/provincial travel.
Bekasi

Objective:
Transactional campaign to increase
sales.

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 7
Local Surabaya Cakes (All Location Performance)
CAMPAIGN DETAILS

CAMPAIGN RESULTS

Periode of campaign: The impressions per day from this campaign

6 September–5 October 2023 are quite fluctuating. However, the highest
impressions occur not only on weekends but
OOH Placement: also on weekdays when the advertisements
are seen by many people. For example, on
Conventional Billboard
September 5th, 20th, 25th, and October 5th.
Ad Location:
- Jalan Pasar Kembang, Surabaya
- Jalan Embong Malang, Surabaya The advertisements start to be seen
more frequently from 7 AM to 6 PM.
Among these time periods, the highest
Objective: visibility occurs at 1 PM and 5 PM, when
An awareness campaign to promote people are traveling, either returning to
new product. the office or going home.

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 7
Local Surabaya Cakes (Embong Malang, SBY, Overview)
CAMPAIGN DETAILS

The impressions per date tend to fluctuate, but it can be seen

that the impressions on the highest dates, namely
September 7th (Sat), 20th (Thurs), and 26th (Sun).

Embong Malang Street is the most

performant location for this advertising
campaign because it generates the
highest impressions. Embong Malang is
strategically located, surrounded by
shopping centers, accommodations, The time period that generates the most impressions starts
from 8 AM to 9 PM. However, the highest impressions occur at 1
and educational centers. PM and 5 PM, when Embong Malang is bustling with vehicles
commuting to offices, shopping centers, or educational
institutions.

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 7
OOH Media Exposure #2
The parts of a
Billboard/LED car where
TV ads advertisements
Ads on car can be placed
Ads displayed on stores include
Ads on train/KRL

Flyers

MobileLED

Ads on motorbike Most often

Ads in airplane Overall

Advertising on cars generates high exposure for brands. When on

the road, audiences often see the advertisements displayed on
these four-wheeled vehicles.

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 7
Dapur Cokelat Car Ad
CAMPAIGN DETAILS

2 month 198,686,121
CAMPAIGN RESULTS campaign total
run impression

878,648
total
distance

Periode of Campaign: During the campaign in March, Bekasi

30 March–18 April 2023 emerged as the most promising
1 December–30 December 2023
location due to its high impressions. It
was followed by East Jakarta, South
OOH Placement: Jakarta, and Bogor.
- Car Advertising (Black Window total
200 units)
-Motorbike Advertising
During the December campaign,
Ad Location: Surabaya recorded the highest
Jabodetabek & Surabaya
impressions among all regions. It
was followed by Jakarta (South,
Objective: East, Central, and West).
Transactional campaign to increase
sales.

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 7
Dapur Cokelat Jabodetabek

CAMPAIGN RESULTS 102,140,447

total 444,376
impression total
distance
1,021,405 during
The Month with the Highest Impressions Avg. campaign
impression

In December, the impressions per date remained stable from

December 15th to 27th, 2023. This occurred because people began
preparing for their long holiday two weeks before the end of the
month or the end of the year.

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 7
Dapur Cokelat Motorbike Ad
CAMPAIGN DETAILS

2 month 198,686,121
CAMPAIGN RESULTS campaign total
run impression

878,648
total
distance

Periode of Campaign:
20 March–18 April 2023 During the March campaign, East
Jakarta, South Jakarta, and North
OOH Placement: Jakarta generated high impressions
- Car Advertising (Black Window total compared to other areas.
200 unit)
-Motorbike Advertising (on Broad 30
units)
The highest impressions occurred
in April because during that month,
Ad Location: there was a change in consumer
Jabodetabek
behavior. They began preparing for
Eid clothing shopping, purchasing
Objective: household necessities, and parcels
An emotional branding campaign. to distribute to relatives.

March April

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 7
Key Takeaway

● Advertising on Out-of-Home (OOH), especially on

billboards and transportation advertising, is highly
effective in supporting marketing campaigns during
Ramadan.
● During prime periods, such as mornings and just To create an impactful
before breaking the fast, can be crucial for reaching
the audience effectively. campaign
● Brands can run outdoor campaigns, either for
awareness or to boost sales. If aimed at increasing
sales, brands can employ measurable marketing marcom@stickearn.com
techniques by adding QR codes or contact details for
transactions.
● Regarding campaign location selection, brands can
tailor it accordingly. However, learning from case
studies, major tier 1 cities remain key areas that
generate high impressions.

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Thank You!
Jl. Letjen Suprapto 400, Cempaka Putih
Jakarta Pusat, 10510 - Indonesia

(021) 426 9515 sales@stickearn.com

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