By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Think MarketingThink MarketingThink Marketing
  • Campaigns
  • Inspiration
  • Management
  • AI
  • More
    • Digital
    • Branding
    • Marketing
    • Creativity
    • Case Studies
    • Productivity
    • Entrepreneurship
    • News & Trends
    • Interviews
    • Events
    • Opinions
    • Economics
  • Ramadan Ads 🌙 ✨
  • Bookmarks
  • Free Palestine 🇵🇸
Reading: Ramadan 2018 Top Trends Recap. Here’s what brands need to know
Share
Sign In
Notification Show More
Font ResizerAa
Think MarketingThink Marketing
Font ResizerAa
Search
  • Campaigns
  • Inspiration
  • Management
  • AI
  • More
    • Digital
    • Branding
    • Marketing
    • Creativity
    • Case Studies
    • Productivity
    • Entrepreneurship
    • News & Trends
    • Interviews
    • Events
    • Opinions
    • Economics
  • Ramadan Ads 🌙 ✨
  • Bookmarks
  • Free Palestine 🇵🇸
Have an existing account? Sign In
Follow US
© 2022 Foxiz News Network. Ruby Design Company. All Rights Reserved.

Ramadan 2018 Top Trends Recap. Here’s what brands need to know

Think Marketing
By Think Marketing Published July 4, 2018 Featured Stories Ramadan 2018
Share
3 Min Read
SHARE

World Cup fever is slowly disappearing as national team cheerers come flying back from Russia, and we put our hopes aside, saving our energetic cheers for our next turn at the next world cup.

Contents
To be or not to be, FIFA World Cup mixed campaignsTrending CelebritiesKeeping ModernSimple Beats and a focus on LyricsNiche Audience Targeting

This year’s main two advertising seasons were put together, culminating into one giant season that has been uploading ad after ad.

With a new Ramadan season, comes new trends in the advertising industry.

Think Marketing is taking a look back at what made this year’s Ramadan special and how the world cup took over for most of it.

- Advertisement -

 

To be or not to be, FIFA World Cup mixed campaigns

One of the biggest shifts this year has of course been the year’s biggest trending topic, our return to the international football competition.

WC mania swept over Ramadan, taking most brands with it.

Major brands as such Telecom Egypt’s WE (also their first Ramadan venture), Pepsi and Coca Cola stepped away from a Ramadan theme to focus entirely on the world cup.

Telecom Egypt’s WE’s 3-part spy ad series garnered a lot of attention for completely jumping out of the box, especially as it is their first Ramadan since its establishment.

You can read more about it here > Part 1, Part 2, Part 3

The series culminated into the national team sponsor’s WC anthem.

https://www.facebook.com/TelecomEgypt/videos/1897683816957354/

 

Although titled “Ramadan Campaign,” it is clear that the brand leaned too heavily on its world cup focused theme.

Pepsi followed the national team around as they prepared for their upcoming matches. The beverage brand also continued its use of the vertical/native format, stemming from last year’s successful 3-way campaign for Ramadan.

Pepsi’s decision to push forward with not only the native format, but alongside a more personal style of Vlogging, aimed to build a more intimate relationship with the team.  The brand released 3 videos of the same Vlogging style with player Saad Samir.

https://www.youtube.com/watch?v=f0uIHWmrnGU

 

Rival beverage company Coca Cola also went for a localized approach, but with an international flavor.

As a main sponsor of the world cup, Coca Cola holds tremendous power when it comes to WC campaigns and this year was no different.

Following with a global campaign, Coca Cola Egypt went along for the ride as Coca Cola embarked on the “Colors Crosses Borders” campaign.

This included working with several artists from all over the world to provide each country with their own localized WC anthem derived from the original 2018 anthem “Colors.”

The artist chosen to represent Egypt? Tamer Hosny.

https://www.facebook.com/CocaColaEgypt/videos/1729583617090373/

 

Many brands visibly stepped ahead and targeted the WC hype train but were unsuccessful in really merging Ramadan and the world cup themes together.

Telecommunications company, Vodafone, was the only brand to successfully merge the two major advertisings seasons together.

The brand played its usual card of a bright celebrity-filled musical but injected a WC theme by including the national team alongside its cast of celebrity actors.

https://www.facebook.com/Vodafone.Egypt/videos/10155602931028437/

Read more about the campaign here > Vodafone launches first mixed World Cup and Ramadan mega campaign

 

Trending Celebrities

With world cup mania happening, it made sense that brands would gravitate to the national team for casting calls.

Ahead of the playing field was of course Mohamed Salah, who made multiple appearances in Vodafone, Pepsi and Uber content pieces.

Mohamed Salah’s strong game play and budding popularity, on and off the pitch, has made him into the media darling of the year. It makes these brands’ decisions to jump on the Mo Salah train all the more strategic.

Fellow national team player, Saad Samir, comes second to the Liverpool star, with multiple appearances with also Vodafone and Pepsi. Samir was also the star of Pepsi’s Vlogging experience.

 

Keeping Modern

Avant Garde/Modern filmmaking has been making a strong statement since last Ramadan, when Nestle’s Mega Ice Cream opened Ramadan with its underrated hit, which would be then followed by Lamar and Gloria Ceramics also using the style.

The directorial style comes back with Mega leading the pack once again through a powerfully aesthetic and colorful ad reminiscent of a Wes Anderson movie.

https://www.facebook.com/megaicecream.eg/videos/1652575421456304/

 

Simple Beats and a focus on Lyrics

There was a big shift from last year’s most popular musical style, Mahgranat, to a more simplistic beat and lyrical focus this Ramadan.

A targeted approach, this enables brands to really ensnare viewers, if the copywriting/lyrics are done well. It also emphasizes the emotional approach, working well with sentimental or emotional messages.

We can see this shift in ads by Banque Misr, Mahgoub For Ceramic and Porcelain, Head and Shoulders and a whole host of NGOs and Hospitals taking the plunge.

https://www.facebook.com/BanqueMisr.1920/videos/1826701550701350/

 

Head and Shoulders made it on our 5 non-cliché Ads for Egypt’s return to FIFA World Cup, find out what the others were here.

Banque Misr’s fun video assets should also be noted as a trend that is slowly growing in popularity.

 

Niche Audience Targeting

While Ramadan is usually a mass appeal season, brands have been gradually moving from mass audience targeting to more niche grabbing advertising.

We can see this trend predominately in ads by Persil, Palm Hills, and Juhayna, while water beverage Flo used a niche audience to grab attention for goodwill.

Persil targets the often-forgotten segment of women football fans, Palm Hills hits the head with a focus on more cultured or art-loving audiences, and Juhayna directs attention to the plights of those who are lactose and intolerant.

Read more on Persil’s campaign > Moms could be the best world cup supporters? Persil says YES!

https://www.facebook.com/PalmHillsDevelopments/videos/1473041566135954/

 

Unfortunately for Palm Hills, there has been speculation and criticism about the ad, as its concept is strikingly similar to this ad by Lexus Europe which was released only half a year ago. It doesn’t take away from the direction though, as it continues to be a beautifully shot ad.

 

Know of any new trends that should be here? Let us know in the comments!




Share This Article
Facebook Twitter Whatsapp Whatsapp LinkedIn Email Copy Link Print
Share
By Think Marketing
Follow:
Knowledge Hub Specialized in Publishing Insights and Analytics Developed for Digital Marketing, Public Relations and Communications Experts.
- Advertisement -

Latest >

Step Inside the Brand: How Immersive Marketing Is Changing Customer Experience
3 Min Read
The 2025 Labubu Takeover: The Rise of The Mischievous Furry Monster
3 Min Read
Skip the USB: 12 Alternatives to WeTransfer for Sending Large Files
3 Min Read
Product and Customer Experience: How Both Shape the Essence of Every Brand
3 Min Read
Not Just and Ad – Orange Egypt Drops AI Powered 5G Cinematic Experience
1 Min Read

Featured Stories >

RiseUp 2025: Egypt’s Grand Platform for Innovation Returns to the Grand Egyptian Museum
2 Min Read
Grand Egyptian Museum Launches GEM Talks: Where History Meets Innovation
2 Min Read
confusion concept
When Ads Miss the Mark: The Most Confusing Campaigns in Egypt, 2024
3 Min Read
eSIM Launches in Egypt: Say Hello to Seamless Connectivity
2 Min Read
Cooking Up Dreams: The Million Pound Menu Wave in Egypt
2 Min Read
Follow US
© 2012- 2023 Think Marketing Magazine. MADE WITH ♡ IN CAIRO. All Rights Reserved.
  • About
  • Contribute
  • Advertise
  • Contact Us
Welcome Back!

Sign in to your account

Lost your password?