Generic Content Kills Attention

Written by Joseph Adi

Every August 17, Indonesia celebrates Independence Day across all levels of society. Brands often rush to join the occasion by launching patriotic campaigns filled with red and white visuals, slogans, and familiar discount offers like 17% or 45% off. While the intention is to be relevant, many campaigns end up looking the same, causing them to be easily forgotten. 

Clove Research (2024) highlights that brands acknowledge Independence Day as a prime marketing moment and Nielsen Indonesia reports that 70% of consumers prefer local products during this period yet what truly drives brand preference is emotional connection and authenticity.  

While the public sees this as a golden opportunity, every campaign relies on similar visuals and messages. Instead of standing out, the brand fades into a sea of sameness, making it harder for audiences to remember who said what. 

Celebration Without Substance 

Each country has a unique story behind its national day. France celebrates the Bastille Revolution, Mexico honors the beginning of its war for independence, and Indonesia carries a deeply emotional history after 350 years of colonial rule. The proclamation of independence on August 17, 1945, marked a powerful turning point for the nation. 

As noted by Alkatiri (2014), nationalism plays a vital role in shaping Indonesia’s unity. This spirit is visible in the way people gather for flag ceremonies and traditional games during the holidays. However, when brands reduce these symbols into generic decoration, the meaning behind them is lost. 

From Visual Noise to Emotional Impact 

Indonesia’s Independence Day is rich with emotional depth rooted in this history. Identifying where these values align with your brand allows you to create content that is not only relevant but also deeply memorable. Look at these examples of advertisements: 

Research from Reboot (2023) shows that consistent use of brand color can increase recognition by up to 80%, and 93% of consumers say color influences their purchasing decisions. This means design should not rely on red and white alone but must integrate them thoughtfully into your brand’s visual language. 

Burger King smartly blends Indonesia’s red-and-white with its signature colors, keeping brand identity intact. In a different approach, Starbucks shows cultural relevance through exclusive Independence Day products, while Y.O.U. creatively incorporates traditional games into visuals without overshadowing the product—striking a perfect balance between festivity and focus. 

Deliver the Right Message in the Right Moment 

After defining a campaign that feels authentic, the next step is to ensure it reaches the right audience in the right place. TMN, with its presence in apartments and office buildings, provides a media environment that is both visible and minimally intrusive. It allows your campaign to connect with middle to upper-class consumers who often play key roles in economic decision-making. 

Use this Independence Day to craft something meaningful. Avoid the trap of generic designs. Focus on connection, purpose, and authenticity, and your brand will be remembered for more than just the colors it used. 

Source

Rezaee, M. (n.d.). The impact of color in branding: Boosting recognition and sales. LinkedIn. Retrieved July 17, 2025, from https://www.linkedin.com/pulse/impact-color-branding-boosting-recognition-sales-milad-rezaee-v8hef/

Clove Research. (n.d.). Independence Day as a momentum to boost sales through packaging. Clove Research. Retrieved July 17, 2025, from https://clove-research.com/id/our-thinking/independence-day-as-a-momentum-to-boost-sales-through-packaging

Alkatiri, A. (2014). Pseudo Nationalism of the Commercial Companies on the Commemoration of Indonesian National Holidays through Non-Commercial Advertising in Print Media in the Years of 1980 to 2008. ResearchGate. https://www.researchgate.net/publication/270850948

Clove Research. (2024). Celebrating Independence: What Indonesians buy on Independence Day. Clove Research. Retrieved from https://www.clove-research.com/en/our-thinking/celebrating-independence-what-indonesians-buy-on-independence-day