For Ramadan, Pepsi rolled out a mobile video campaign to celebrate the communal spirit of the Islamic holy month.
During Ramadan, Muslims commemorate the first revelation of the Quran to Mohammed by fasting during daylight hours. At sundown, communities come together to break the day's fast together. Under its Let's Get Together campaign for Ramadan, Pepsi worked with ad agency Impact BBDO Cairo to create a mobile video cut up into three vertical frames.
When an individual mobile user came across the ads, they were encouraged to find two friends. Together, a group of three could each select one section of the video, place their phones next to one another and hit play simultaneously to enjoy the whole story – a tale of three friends who fail to connect in the moment because they're glued to their devices. The ad concludes by telling users that now they are together, they should devote their attention to each other instead of their phones.
Ramadan has a huge impact across Middle East and North African markets (MENA), and in global Muslim communities, with noticeable scheduling and habit shifts. Facebook MENA, for instance, reports that users spend 5% longer on their platform during the month. Pepsi worked this insight into the campaign to promote its brand as well as improved community spirit.
To read more on engaging young Muslim consumers, see Gen M: Millennial Muslim Entrepreneurs and Instagangs: Modest Dressers. For more on digital hangouts and collective consumption on personal devices, see Retail's VR Future: Communal Digital and our January 2017 Pop Culture Round-Up.