Wipol: Berikan Waktu Untuk Kebaikan

Client

Wipol

Service

Campaign Strategy

Industry

Fast Moving Consumer Goods

An integrated Ramadan campaign about an unseen story, told through film, participation, and play.

Agency

Maleo

Orbeat

Scope of Work

Campaign Strategy
Community Management
Content Production
KOL Marketing

By turning an overlooked human truth into a multi-layered Ramadan campaign, we brought Wipol’s decade-long Gerakan Masjid Bersih initiative closer to a new generation.

Challenge

A decade-long Ramadan initiative needed a new way to stay relevant.

For ten years, Gerakan Masjid Bersih had been Wipol’s initiative to support mosque sanitation across Indonesia. But as the program returned during Ramadan, it entered a season crowded with familiar messages of kindness. Gen Z and Millennials, the campaign’s primary audience, were already fluent in this familiar advertising formula and quick to scroll past it. Entering its tenth year, Wipol needed to renew the initiative in a way that felt authentic and relevant to them while remaining rooted in cleanliness.

Approach

Maleo and ORBEAT turned an overlooked story into a campaign people could watch, join, and play.

Behind every mosque ready for worship are caretakers who spend Ramadan preparing and maintaining the space for others, often at the cost of time with their own families. That insight became “Berikan Waktu untuk Kebaikan,” a campaign about giving time back to those who give theirs to others. Maleo shaped its central story, while ORBEAT created ways for audiences to discover and participate in it.

Execution

The person often missing from Ramadan stories became the heart of this one.

Ramadan campaigns often focus on the people gathering around the table or worshipping together. Maleo turned its attention to the person who makes those moments possible but rarely appears in them: the mosque caretaker who prepares the space, stays after the congregation leaves, and starts again the next day.

That absence became the creative foundation of the campaign film. By contrasting the warmth of communal worship with the quiet rhythm of the work behind it, Maleo turned Wipol’s decade-long commitment to mosque cleanliness into a human story grounded in a truth the brand had earned.

Execution

One human story travelled from the hero film to quick-scroll content

Maleo translated the central idea into a narrative system led by the hero film and adapted through cutdowns, Shorts, and key visuals. Each format carried the same emotional truth at a different depth, helping the story remain consistent from long-form viewing to quick-scroll moments.

Execution

A multi-layered content ecosystem carried the story into different communities

Young audiences moved between different creators, communities, and platforms. To carry one connected story across these spaces, ORBEAT combined one recognisable creator for continuity with trusted community voices for relevance. Indonesian creator Fadil Jaidi became the campaign’s main anchor. His warm, family-centred humour and connection with young Indonesians matched a story rooted in care and community. Short clips made the film easier to discover, while mosque caretakers and local creators carried the story into conversations and participation within their own communities.

Execution

The work behind a clean mosque became the game itself

With Roblox gaining traction among young Indonesians, the campaign introduced Kajian Roblox Bersama Wipol, bringing the marbot story into a space where younger audiences already played. At its centre sat Mosque Cleaning Time Attack, a virtual cleaning challenge where players took on the role of a mosque caretaker and raced the clock. By doing the work themselves, they experienced the campaign message firsthand: every clean mosque is made possible by someone’s time and effort.

ORBEAT’s gaming creators helped bring their communities into the activation. Inside Kajian Roblox Bersama Wipol, 407,457 players tuned in for the Kajian Rabu livestream, 94,445 unique players joined the virtual cleaning challenge, and 500 limited-edition Roblox skins were claimed.

Impact

The campaign turned appreciation into support for 54,000 mosques and their caretakers

The idea of giving time back became tangible during Ramadan. Wipol allocated 2.5% of sales for THR, donation, and Umrah for marbot. The initiative cleaned 54,000 mosques across 12 provinces, while two mosque caretakers and their companions were sent on Umrah. The story also travelled beyond the campaign’s own channels. Conversation about marbot rose 152%, while 114 pieces of press coverage generated Rp36.2 billion in earned media.

Result

233M

Campaign Views (3.7x Ramadan 2025)

58M

Reach

+78.5%

Brand-name Search Lift Across Google and YouTube