Aytac's Food Advertising Campaign Respectfully Acknowledges Ramadan
Laura McQuarrie — September 9, 2014 — Marketing
References: aytac.tr & creativecriminals
During Ramadan when there are a lot of people fasting, it seems just cruel to carry on with food advertising as usual. In order to be sensitive to this, Aytaç decided to show its support to individuals who were fasting by running a unique kind of billboard. Rather than display drool-worthy pictures of food, the billboards had the images of food blocked out, alongside a clock that showed how much longer it would be until the sun set.
Once it was time to eat, the images of the food were digitally revealed, making it extremely easy to hide the food advertisements again the following day, showing support for those people who were fasting throughout Ramadan.
Once it was time to eat, the images of the food were digitally revealed, making it extremely easy to hide the food advertisements again the following day, showing support for those people who were fasting throughout Ramadan.
Trend Themes
1. Respectful Advertising - Opportunities for brands to acknowledge cultural sensitivities and show support for specific populations through innovative advertising approaches.
2. Time-sensitive Promotions - Opportunities for brands to leverage time awareness in their advertisements, such as countdowns or timers, to create a sense of urgency and increase engagement.
3. Digital Transformation in Outdoor Advertising - Opportunities for brands to incorporate digital elements into traditional outdoor advertising, creating interactive and dynamic experiences for viewers.
Industry Implications
1. Food and Beverage - Opportunities for food and beverage brands to create sensitive and inclusive advertising campaigns during cultural events, catering to specific dietary practices.
2. Advertising and Marketing - Opportunities for advertising agencies and marketers to develop innovative strategies that acknowledge cultural sensitivities and promote inclusivity.
3. Outdoor Advertising - Opportunities for the outdoor advertising industry to embrace digital transformation and incorporate interactive elements, enhancing engagement and communication with viewers.
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