Embracing Local Tradition, This Creative Campaign Successfully Steals the Attention of the Community

JAKARTA - The journey and phenomenon of Indonesian people's mobility always have unique stories, especially when entering special moments such as the holy month of Ramadan to the annual tradition of Lebaran Homecoming.

This is also a concern for many brands in creating a program that is closely related to people's lives.

As highlighted in the Nielsen Marketing ROI Blueprint Report, a significant amount of attention from a number of brands in their campaigns is directed at local traditions, routines and cultural moments to form new patterns of interaction in public spaces and digital applications.

At the time of homecoming, for example, millions of people are preparing to return to their hometowns, the streets become a living and dynamic interaction space.

The duration of the journey, which often extends due to traffic congestion, creates its own physical and emotional conditions for travelers.

At these points, an interesting phenomenon emerges in which physical freshness becomes the main need in the middle of a long journey.

The penetration of location-based technology now allows direct interaction points to greet people in areas that need thirst quenchers or often referred to as "thirsty zones".

"Traveling is one of the most meaningful moments in Indonesia, so it's a very relevant opportunity for us to connect with consumers who are looking for freshness throughout their journey."

"Our campaign results show how a location-based approach combined with online-to-offline integration can strengthen the relevance of SPRITE, encourage product trials, and provide measurable business impact," said Andes Gumilang Hadisucipto, Director of Sparkling Flavours, PT Coca-Cola Indonesia in a press release. GrabAds to VOI, Sunday, July 26.

Not only in the context of long journeys, changes in daily rhythms are also very felt during the holy month of Ramadan.

The routine of sahur, especially for night workers and those who are active until the early hours of the morning, requires readiness for a good body condition.

The habit of consuming a concise but nutritious intake has now merged with the modern lifestyle during the fasting month.

This dynamic shows how the moment of sahur is no longer just a ritual of eating early in the morning, but a crucial point in maintaining the daily energy rhythm of the community.

"Just like the '1 Can at Sahur' campaign from the Bear Brand sterile milk brand was born from a simple insight that sahur is an important moment in people's routines during Ramadan. This achievement proves that messages close to consumer habits can encourage a stronger relationship with brands while supporting real business growth," said Theresia Magdalena Silaban, VP - Category Marketing Manager, Nestlé.

Likewise, the presence of a digital transportation fleet, special icon decorations on digital mapping applications, and various interactive notifications make the moment of community movement feel more connected.

The adjustment of digital services with local momentum has proven to be able to reach millions of people more intimately, turning passive travel moments into interactive and enjoyable experiences.

"The success of the campaign with the two brands shows how brands can turn cultural moments into more measurable business impacts. Through GrabAds, we help brands connect consumer insights, media power, mobility, and purchase paths in an integrated ecosystem. Thus, the campaign does not only stop at awareness, but can also encourage more real trials, transactions, and growth," explained Roy Nugroho, Director of Commercial Grab Indonesia.

The close synergy between local insight understanding and this digital mobility ecosystem has managed to steal attention at the regional level. At The Drum Awards for Marketing APAC 2026, representatives from Indonesia managed to make a brilliant achievement, contributing to a total of 26 victories achieved by the GrabAds ecosystem in various Asian Pacific countries such as Thailand, Vietnam, Indonesia, and the Philippines.

The success of the brand campaign and the phenomenon in the community show a change in people's views on public spaces and digital applications.

At a time when technology is able to adapt seamlessly to habits, the rhythm of sahur, to the tradition of homecoming, the boundaries between physical activity and digital experiences are becoming more solid, creating a harmonious alignment between local cultural habits and modern lifestyles.