Strategic Brand Engagement During Ramadan with OOH Ads

Ramadan is a month of reflection, generosity, and togetherness, deeply rooted in tradition and community. It is a time when families gather for iftar, charitable giving increases, and shopping behaviours shift significantly. For brands, this presents a unique opportunity to connect with audiences authentically. By understanding these changing habits and tapping into key moments pre, during, and after Ramadan, businesses can create impactful campaigns that resonate deeply with their target audience.

Understanding Ramadan’s Impact on Consumer Behaviour

During Ramadan, consumer habits in the MENA region undergo notable shifts, such as fasting altering daily routines and increased shopping between 12 AM and 3 AM. According to Statista, approximately 60% of consumers in the MENA region report higher expenditures during Ramadan, focusing on food, gifts, and home essentials. The emphasis on charity during this time of the year also encourages consumers to support brands that engage in philanthropic activities, aligning their purchases with the month’s values.

Timing Matters: Key Phases of Ramadan for OOH Success

Brands should identify and capitalise on specific periods within Ramadan. But how can they leverage OOH effectively to connect with consumers through targeted Out-of-Home (OOH) advertising strategies throughout this time?

• Early Campaign Initiatives: Consumers prepare for the month by purchasing essentials. Brands offering early promotions can meet this demand effectively. Launching campaigns ahead of Ramadan helps capture early planners. For example, Homecentre’s pre-Ramadan bus wrap campaign with Viola Media, which launched as early as January this year, subtly hinted at the festive season, building anticipation and reinforcing brand recall. This campaign achieved significant audience engagement and ensured brand visibility early in the season.
• Culturally Relevant Messaging: As the month progresses, there is a focus on gifting and home improvements in anticipation of Eid. Tailored offers during this phase can appeal to these needs. Crafting messages that resonate with Ramadan’s themes fosters authenticity. Carrefour’s current Ramadan greeting campaign on a range of Viola Media’s OOH solutions, such as bridge banners and lampposts, exemplifies this approach, strengthening community ties and brand loyalty. The campaign is anticipated to achieve extensive reach, while in Dubai, the collaboration with BackLite Media will further amplify visibility.
• Promotional Offers: Post-Ramadan festivities involve significant spending on gifts and apparel. Campaigns aligned with Eid can capture this surge in consumer activity. Attractive deals during Ramadan can drive engagement. Pan Home’s upcoming “Shop for Free” campaign is poised to entice consumers seeking value during their festive shopping. The campaign is set to achieve high visibility among Ramadan shoppers, enhancing brand engagement.

By understanding the nuances of consumer behaviour during Ramadan and strategically planning campaigns that align with the month’s cultural and spiritual significance, brands can foster meaningful connections and drive business success during this peak season.