🟨 Iftar Incoming with Uber Eats
Don't forget to schedule deliveries for your favourite Iftar dishes...
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Ramadan is known as a time marked by fasting, prayer and reflection. Uber Eats focused its Ramadan campaign on Iftar, a fast-breaking meal Muslims eat at the end of each day around sunset.
The ‘Iftar Incoming’ campaign involved a series of digital out-of-home activations that displayed the time of sundown in different cities, each day. For example, on March 12 in Manchester, the billboard will read 18:32; meanwhile, in London, the text will say 18:45.
Food takes centre stage in the campaign, as it showcases a variety of dishes that are popular among the Muslim communities in the UK. The billboards were updated daily with the new sunset timings as each Iftar starts at different times based on location and the date.
Aside from celebrating the delicious dishes at the heart of Iftar dinners, the OOH campaign also served as a reminder to Uber Eats’ Muslim customers. It provided dates and city-specific Iftar times so they could schedule deliveries for their Iftar meals.
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🍉 Action Points
Create personalized reminders for user convenience - Uber Eats is not just about celebrating; it's making life easier for their Muslim customers. By providing specific dates and city-wise Iftar times, they're saying, "We know you, we care about your needs, and we're here to make your Ramadan hassle-free."
Make your billboards timely and localized - The use of digital billboards displaying sunset timings in different cities is a smart move. It's about being hyper-local and timely. By updating daily, Uber Eats ensured that their campaign was always relevant and engaging experience for viewers.
Food is the star - 'Iftar Incoming' puts the spotlight on the diverse dishes enjoyed during Iftar. It's a subtle yet powerful way of showcasing the variety Uber Eats has to offer. The campaign created a deeper connection by tapping into the specific tastes and preferences of Muslim communities in the UK.