Oats Brand Achieves 138K+
Clicks
with TV
Sync Strategy
During Ramadan
CTR
(3X the industry benchmark)
Total Impressions
Total Clicks
Objective
The brand aimed to reach health-conscious Indonesians during Ramadan by using TV Sync to serve real-time digital ads that reinforced nutritious fasting-season food choices.
Challenge
Ramadan's unique consumption patterns create critical windows for nutrition messaging, particularly during suhoor and iftar. Traditional digital targeting would miss the real-time connection between TV viewing and digital engagement, failing to capture audiences when they're actively considering meal and snack choices during the fasting period.
Strategy & Execution
The brand partnered with Silverpush to activate a TV Sync strategy that connected broadcast moments with real-time digital delivery. By syncing ads with competitor and allied brand TV spots, the campaign reached breakfast and nutrition-seeking audiences at peak receptivity during Ramadan.
Targeting health-conscious millennials aged 25–55, the approach leveraged cross-device reach across mobile, desktop, and tablets to maintain visibility throughout high-traffic viewing periods. This multi-touchpoint setup ensured the brand's message appeared exactly when consumers were in an active meal-planning mindset.
Results
The campaign delivered exceptional results, achieving a 3.05% CTR ( 3X the benchmark) due to TV Sync's real-time relevance. It generated over 4.56 million impressions and 138,949 total clicks. By syncing digital ads with broadcast TV and targeting health-conscious audiences during culturally significant fasting periods, the oats brand significantly boosted brand consideration when nutritional choices were vital.
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