The campaign
Stay visible through a month when the audience's day is inverted and the usual daypart logic does not hold.
Ramadan is not a busier version of an ordinary month; it is a different day. The hours when people shop, travel and pay attention move, and a plan built on ordinary dayparts spends most of its budget on an empty street.
The weighting followed the month rather than the calendar — late evening and the hours after Taraweeh — and the message changed twice: the weekly shop for the first three weeks, then Eid in the last.
On site
The campaign in place
Madinah
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The execution
What we put on the street
Weighting moved to the late evening and the hours after Taraweeh, and the message changed at two points in the month rather than running flat.
Where it ran
- Central area approach — MUPI run
- Quba Road — street furniture
- Retail centre screens — Madinah
Campaign highlights
21
Faces
3
Formats
2
Message changes
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