Ramadan is round the corner and here at INSITE OOH we are eager to report on all the outdoor media campaigns of the festive season!
While brands get busy with the final touches to their Ramadan marketing strategies, we have already started to hang the lanterns at our office and are ready to celebrate the Holy month with a few articles that will keep you informed not only of the campaigns, but also of the tactics behind them.
In this first article, we have set ourselves to analyze the common features that are frequently present in outdoor Ramadan campaigns – no matter how big or small, local or global. Here are the three most common elements we will be talking about in the next few days, as we report on the OOH campaigns across the city:
Ramadan is known to be the month of fasting, but it is also a month of feasting for families, friends and colleagues! Families gather in the evenings to break the fast together and enjoy big family meals and special delicacies that are meant to stimulate the spirit of celebration.
Therefore, the most common theme in OOH campaigns relates to people getting together and celebrating the occasion with festive food. Some Food & Beverages brands offer recipes, healthy tips, and even nourishing options for both Iftar and Suhoor. Broadcast networks schedule shows that are enjoyed by the whole family as one, and Telecommunication providers offer deals and promotions to encourage users to communicate with their loved ones during the season.
Charity and giving to those in need is also a significant theme present in many campaigns. Brands try to show their respect for the culture and the religious significance of the season, and thus take this chance to sponsor a good cause or NGO initiative – especially the international brands that are keen to share their customers’ festivity.
Brands who develop a specific campaign for Ramadan make sure to use symbols that are easily recognizable by their consumers.
The most common symbol has always been the Crescent Moon, not only as a symbol of the season, but also as the main representation of Islam across all cultures.
The cannon is also present in most cultures, as it was the traditional call for Iftar from the times when technology was not accessible. In the Gulf countries it still has a strong presence and they fire it symbolically every day during the Holy month.
Other symbols may relate to particular cultures. For instance, in Egypt we always find lanterns – it is our strongest icon as it was here where the tradition of hanging lanterns started. And as such, we decorate streets and doorways with them every year.
Other minor symbolic elements include dates – the preferred food to break the fast every evening –, as well as Arab teapots, which may be seen as an icon that represents the culture more than the religion itself, but still a strong symbol that consumers feel identified with.
Ramadan offers an excellent chance to connect with consumers. Definitely there is an increase in ad spend during for the season, but this is generously returned with a boost in consumers’ engagement, both online and offline. Usually OOH campaigns during this time relate to campaigns launched in other channels, such as TV or Social Media, and this creates lots of opportunities for real-time engagement.
The most common strategy used to engage consumers at multiple channels are the competitions with generous prizes – questions on Islamic themes from the Holy Quran, Hadith, or other relevant sources may lead to amazing prizes in the lines of Hajj and Umrah.
Another very common strategy used to engage consumers at multiple channels is storytelling: brands build up message upon message on different platforms that acquire a special meaning when put together.
Brands may also choose to deliver Quran suras, or perhaps traditional proverbs. Some companies may launch motivational quotes. Whatever the nature of the message, they are all aimed at connecting with consumers at a moral level. They can be delivered through mobile apps, special landing pages, or festive newsletters – useful tools that help brands engage further with their audience.
And lastly, a very important engagement strategy is event sponsorship. Believe us when we say that marketing departments are extremely busy during Ramadan – Iftar and Suhoor invitations or special events with prize draws and awards make up very hectic agendas! Brands during Ramadan want to connect with their partners and employees, but also with their fans, and every day offers a new opportunity for engagement.
As you can see, a lot of common elements when it comes to themes, symbols and strategies, though all so relevant that they feel special in every Ramadan campaign. We will keep talking about all of them during the next coming weeks – stay tuned for our Daily News and Experts Talk articles!
Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
Tags: Fan Engagement | Marketing Strategies | Multi-Channel Campaign | OOH | outdoor media | Ramadan Campaign
The Art & Science of OOH
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