Auto brands with creative Ramadan campaigns
By Abimbola Mohammed
Ramadan just like Christmas has become a season of increased consumerism and shopping sprees. Marketers need to understand how to effectively market during this season in order to take advantage of many of the opportunities that come with it.
Auto brands that took advantage of the Ramadan marketing strategy to celebrate with Muslims worldwide and also got creative while promoting their brands are PEUGEOT, Mercedes-Benz, TATA, Toyota and LEXUS.
In a bid to remind viewers about the importance of turning time into quality time and bringing loved ones together, re-forging old bonds and, most importantly, enjoying the Holy Month as a family, European automaker, PEUGEOT, launched Ramadan with a campaign theme, “To Traditions That Live Forever”.
The campaign points out how a modern twist on old traditions can turn time around, slow it down, and bring people together through new experiences and ways of celebrating the Holy Month.
The campaign celebrates the month of Ramadan with an online film that aims to show viewers that old customs still have their own special part in modern day life. It stresses on the age-old Ramadan traditions of the Misharaty, the name given to people who walk around residential areas beating a drum to wake people up for Suhur.
Next on the list of auto brands is the Luxury automotive brand Mercedes-Benz car that launched a campaign with the theme, “’Road to Mecca’. The campaign contained four-part docuseries that ventured through 5000 years of heritage, history and the present day simultaneously.
It focused on the journey of Nabil Al Rostamani, a successful commercial aviation pilot, and his journey of self-discovery as he leaves behind his pilot wings to retrace the historic pilgrimage routes by road, from the United Arab Emirates to Saudi Arabia.
Mercedes-Benz campaign aims to highlight how the historic journey to Mecca has been transformed by modern technology. A journey on the ground that once took months to complete, enriched with the exchange of goods, ideas, and traditions, can now be completed in the span of a few hours by air. While the pilgrimage itself remains sacred, the tradition, heritage and history associated with the ancient journey on the ground have faded away at the onset of modern technology.
Total Motors has various campaigns during Ramadan this year and they include Journeys of Mindfulness’, Bersaman Lebih Bermakna, and Nafas/Breath.
Toyota Motor has launched its Ramadan/Raya campaign this year with the theme ‘Bersama Lebih Bermakna’.
Continuing the celebration nationwide, the video is inspired by the importance of family, especially with the travel restrictions Malaysians had to endure these past two years.
‘Kota Raya’ highlights the struggles of millennials in the city.
The protagonists’ deeply rooted sense of family and togetherness made the inability to celebrate together that much harder.
The video stars Aedy Ashraf as Aidil, while Fitri is played by Amerul Afendi, and also features a special appearance by Toyota Gazoo Racing and Toyota Yaris ambassador, Janna Nick as Aqilah.
The second campaign was Nafas/Breath Ramadan Campaign that focuses on the final few days of Ramadan, its ad was multi-sensory it showcases Islamic art piece moving through inhalation and exhalation; between the silent spaces guide into moments of deep contemplation and stillness.
Tata motors is known for its fascinating campaigns during Ramadan period every year but as of the time of this intelligent report, 2022 campaign is yet to be seen. But recall that in 2021, Tata launched a Ramadan campaign aimed at uniting every after the toughest time of the pandemic.
The campaign was about a group of employees on their way back home after a workday, find their boss’s car broken down in the middle of an empty highway; they drop him home in their company bus, so he doesn’t miss his Iftar.
The boss, overwhelmed with their gesture, invites them to his lavish residence, so they don’t miss their iftar; something these employees never thought could happen.
According to Rudrarup Maitra, Vice President International Business, Tata Motors Commercial Vehicles, “Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations. This year, Tata Motors celebrates this everlasting human spirit of helping & inspiring each other through this beautiful film and shows that the spirit of Ramadan is experienced best when it is celebrated together.”
Similarly Lexus KSA’s in 2019 Ramadan campaign about family values was officially recognized by Twitter China and Twitter’s Global marketing account as one of the most successful campaigns of all time during the Holy Month.
Titled ‘Family Gatherings during Ramadan Taste Better’, the 60-second video received more than 10 million views, generated over 22 million impressions and was viewed 11 percent more than similar campaigns launched by other automotive brands in the region. The video highlights the importance of family bonding and relationships during Iftar and tells a story of togetherness, positivity and altruism during the Holy Month, from the perspective of each family member – resonating with its millions of viewers.
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