Bango wanted to establish a relevant and direct relationship with moms during the whole Ramadan period. Through this campaign, Bango was able to directly reach moms to deliver timely and relevant messages.

BANGO wants to leverage the power of Ramadhan season to increase its usage by inspiring Mom with the best tasting dishes for a perfect Ramadhan. Moms are enabled to nurture her family with the best tasting festive dishes with BANGO sauce that is made from quality soy bean. This is not an easy task, considering there are many other food brands, competing for consumers’ attention during the high clutter period. Bango wanted to establish a relevant and direct relationship with moms since she will be cooking special meals not once or twice but many times during the whole Ramadan period.

The campaign architecture focused on distributing assets across various platforms highlighting 30 days Ramadan menus.

We learn that Ramadhan creates a new habit of media consumption across media platforms. To effectively reach moms in TV, we used the Time Signal format in new prime time on top of regular TV.

We are directly reaching them through their mobile phones. We didn’t want to wait for moms to come to our site to find menu inspirations. We used mobile display and online video to create contextually relevant messages through time targeting and keyword targeting to highlight the right Ramadhan dishes.

Leveraging on the save to calendar feature of mobile phones, we developed a rich media banner where they can subscribe to daily recipe inspiration. Through this feature, Bango was able to build a continuing engagement with moms as there would always be a branded recipe that shows up on her calendar.