Your Ramadan friend

Google planned to launch a campaign on Ramadan 2022. The angle was to bring Google as a “”friend”” to celebrate the Ramadan everyday through providing information and sticky features with the most relevant product and moment.

With the situation of new normal, government had taken the action by easing measures in travelling. Despite of that, some chose to stay and not traveling back to their hometown. Through this campaign Google aimed to be relevant to young Indonesian. In addition to that, the young audience were desired to be able to capture the message that Google is their helpful and fun Ramadan friend that they can rely on throughout their daily activities.

Hudhud creative strategy was to build the most relevant aspects that the audience could relate the most. By understanding the situation, Hudhud came up with the interpretation of getting closer with them, who were not traveling back to the hometown. This type of segment was obeserved to face challenges during Ramadan in terms of emotional (due to unable to gather around with their family) as well as facing their daily activities. In the cases of them who are just start living apart from family, there were a lot of changes in the Ramadan routine where previously, it may have heavily driven or assisted by other person who lives in the same household.

All the situation were dissected into details where each of them was crafted into Ramadan social content series. Moreover, each of it was tailored seamlessly with Google product in the very precise moment of usage.