Ramadan is not just a spiritual season; it’s also a golden opportunity for brands to connect with consumers on a deeper level. Every year, advertisers craft campaigns that range from emotionally charged storytelling to aggressive promotional offers, all designed to capture the heightened engagement of audiences during this time. In our previous analysis, we examined how brands competed in the digital out-of-home (D/OOH) space during Ramadan 2024. Now, as we step into 2025, it’s time to explore how advertising strategies have evolved and what marketers can learn from past successes and failures. The Power of Emotional Storytelling in Ramadan Campaigns Emotional advertising remains one of the most powerful strategies during Ramadan. The holy month fosters a unique atmosphere of warmth, spirituality, and togetherness, making audiences more receptive to heartfelt narratives. Many brands capitalized on this in 2024, crafting campaigns that resonated deeply with viewers. Juhayna’s collaboration with Mona Zaki was a standout example, blending emotional storytelling with a strong multi-channel presence across TV, digital platforms, and OOH billboards. The campaign successfully tapped into themes of family and connection, making it one of the most memorable ads of the season. Similarly, Vodafone’s partnership with Amr Diab struck a chord with audiences, encouraging them to spread the kind word—a message that aligned perfectly with the spirit of Ramadan. These campaigns didn’t just sell products; they created an emotional bond with consumers, which is ultimately what makes a Ramadan campaign truly impactful. Television and Streaming Services Dominate the OOH Scene For the media and broadcasting industry, the out-of-home advertising approach remains largely the same year after year, with networks competing for visibility through massive billboard placements. Exclusive Ramadan TV shows take center stage on billboards, showcasing each network’s strength and enticing viewers to tune in. One of the most consistent names in OOH advertising is Asmaa Ibrahim’s Hebr Serry, which secures prime billboard placement every Ramadan. Networks like Al Nahar, Al Hayah, CBC, and DMC also maintain a strong presence, promoting their exclusive drama lineups across Egypt’s streets. Streaming services are now part of this race as well, with Shahid aggressively pushing its Ramadan content, proving that digital platforms are becoming just as influential as traditional television during this crucial advertising season. The Race for Consumer Spending Through Promotions and Offers Ramadan isn’t just about emotions and storytelling; it’s also one of the busiest shopping seasons of the year. Brands in the e-commerce and retail sectors capitalize on this by launching heavy promotional campaigns, driving sales through discounts, free shipping, and special bundles. In 2024, Amazon and Noon were among the biggest players in the promotional race, securing prominent OOH spots to showcase their limited-time offers. Supermarkets and FMCG brands also leveraged Ramadan’s high consumer activity by rolling out exclusive discounts and family-oriented product bundles. The competition in this space is fierce, and brands that fail to communicate their promotions effectively risk being overshadowed by more aggressive advertisers. Cause-Driven Marketing and the Spirit of Giving Ramadan is a time of generosity, making it the perfect season for nonprofits and charitable organizations to launch large-scale campaigns. The presence of cause-driven marketing has grown significantly over the years, as consumers increasingly seek brands that align with their values. Beit Zakat, the Egyptian Food Bank, and Baheya Hospital were among the organizations that made a strong impact in 2024, using OOH and digital campaigns to encourage donations. These campaigns don’t just benefit the organizations themselves—they also help brands that choose to partner with them by reinforcing a positive image and building consumer trust. Aligning with a social cause has proven to be an effective way for brands to connect with audiences on a deeper level while making a tangible difference. The Rise of Humor and Virality in Ramadan Advertising Not every brand takes the sentimental or socially responsible route during Ramadan. Some opt for humor, using wit and entertainment to capture audience attention. A well-executed comedic campaign can break through the noise of traditional Ramadan ads and become a viral sensation. EG Bank and Bazooka were two brands that nailed this approach in 2024. By leveraging popular characters, catchy jingles, and playful storytelling, they managed to create ads that not only entertained but also stayed top-of-mind among consumers. This strategy works particularly well in an era where social media plays a significant role in campaign success, as humorous ads are more likely to be shared and discussed online. What Marketers Can Learn for Ramadan 2025 Looking back at Ramadan 2024, it’s clear that emotional storytelling, OOH domination, promotional aggressiveness, cause-driven marketing, and humor all played major roles in brand success. However, execution is everything. A campaign that lacks authenticity, fails to engage with digital audiences, or doesn’t align with consumer sentiment can easily get lost in the crowd. For Ramadan 2025, brands need to refine their messaging, embrace evolving technologies, and ensure their campaigns feel fresh rather than formulaic. Whether through heartfelt narratives, strong promotional pushes, social responsibility, or humor, the key to success lies in understanding the audience’s mindset and delivering content that truly resonates.
