Campaign Middle East - - NEWS -

Now the last plates of Eid food have been cleared, the last canon fired and the lanterns put away for an­other year, we look back at how re­gional brands and agen­cies ap­proached the Holy Month, tra­di­tion­ally one of the busiest for ad­ver­tis­ing in the Mus­lim world Sin­ga­pore Tourism Board’s Ramadan story fea­tured a piece of branded con­tent pro­duced in part­ner­ship with Emi­rati film­maker Pey­man al-Awadhi. His doc­u­men­tary show­cased the unique sights, sounds and ex­pe­ri­ences that make Sin­ga­pore such an en­tic­ing and wel­com­ing des­ti­na­tion for Mus­lim trav­ellers, at­tract­ing wide­spread at­ten­tion from so­cial au­di­ences and re­gional in­flu­encers. Set in a colour­fully sur­real world, the Mega Black­berry Yoghurt spot is food demo turned art film; a visual cel­e­bra­tion of Egypt’s favourite ice cream brand get­ting to­gether with one of Egypt’s favourite ice cream flavours. De­spite an in­crease in prod­uct price, sales topped last year’s Ramadan Mega prod­uct launch by 25 per cent.

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