Mother and Uber Eats get creative with data for Ramadan OOH campaign

As well as being a holy month for Muslims, Ramadan is gaining cultural traction in the UK. There are Ramadan lights in Piccadilly Circus, a Ramadan Pavilion at the Victoria & Albert Museum, and a Premier League-sanctioned a pause during matches for footballers to break their fast (Iftar) if they are playing at sunset.

There are usually a few advertisers who get involved, notably adam&eveDDB’s 2021 “Ramadan League” campaign for EA Sports. This year, Mother has built a database of shifting sunset timings across the UK, and deployed dynamic OOH to alter its ads across the whole month.

Around 88% of British Muslims live in big cities, so Mother has targeted London, Birmingham, Bristol, Liverpool, Manchester, Leeds and Glasgow.

Can Akar, head of EMEA marketing at Uber, said: “Our new Ramadan campaign not only celebrates the amazing dishes that are at the heart of Iftar dinners but also but also reminds our Muslim customers with date and city-specific Iftar times so they can schedule their deliveries for enjoying delicious Iftar meals”.



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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.