MOBILE RAMADANCATCHING THE MOMENTS FOR BRANDS

AUGUST 2015

PROVIDE INSPIRATION FOR MARKETING, NPD, COMMUNICATIONS

2014: MOBILE STUDY:

WHAT DOES THAT MEAN FOR BRANDS?

2013: ETHNOGRAPHIC STUDY:

RAMADAN TURNS DAILY LIFE ON ITS HEAD!

RAMADAN: WHAT OPPORTUNITIES FOR BRANDS?

3 COUNTRY MOBILE ETHNOGRAPHY (Morocco, India, Germany)

VARYING RELIGIOUS STRICTNESS, MEN AND WOMEN

SEMIOTIC ANALYSIS

TASKS OVER WHOLE OF RAMADAN(4 WEEKS…)

MOBILE SELF-ETHNOGRAPHY APP: Happisodes

Backdrop: Ramadan in MOROCCO

Business and everyday life are fully impacted by Ramadan.

33 Mio TOTAL POPULATION99% of Population is Muslim

Working times are shorter and stores have adapted opening hours.

Lively nightly street life with breaking the fast in restaurants being a raising trend.

New small businesses in the streets with traditional food prepared by women during Ramadan.

Ramadan in INDIA

Official recognition and adaption of regulations during Ramadan

1,2 Billion TOTAL POPULATION15% of Population is Muslim

Co-operation by government – allowing later shopping hours, temporary businesses, or the use of speakers for public prayers.

Muslims and Non-muslims shopping together during Ramadan. also free food and waters for needy people of all religions.

Ramadan in GERMANY

Largely invisible – in society & marketing. Backdrop of ignorance, nervousness

81 Mio TOTAL POPULATION5% of Population is Muslim

References to Ramadan are rare, mostly seen in small local stores announcing Iftarmeals or Ramadan holidays.

Some first efforts to make Ramadan more visible

RAMADAN = THE INVISIBLE FEAST IN

GERMANY

HUMBLE EXAMPLES GRATEFULLY RECEIVED…

CREATIVE, CELEBRATORY, PLAYFULBRAND SPIRIT = RAMADAN SPIRIT

MOROCCO, INDIA – BRANDS EMBRACE

RAMADAN SIGN, SYMBOLS

MOBILE CONTENT - SEMIOTIC ANALYSIS

8

SEMIOTICS: OVERVIEW

Crescent moon, Happy

RamadanColour green.

Fanous lanterns Light, special radiance

Arabesques, calligraphy.Symbols of inner journey,

re-connection

HAPPY RAMADAN: RECOGNITION, ACCEPTANCE

BEGINNING OF RAMADAN

TIME-PASSING & RENEWAL

NIGHTTIME: ANTICIPATION OF IFTAR

MOSQUE: COLLECTIVITY, SPIRITUALITY

CRESCENT MOON & HAPPY RAMADAN

SUGGEST AN UPLIFTING QUALITY TO

THE BROADEST RANGE OF

CATEGORIES…

ARABESQUES :

• THE HIGHEST ART IN ISLAMIC CULTURE

• BEAUTY

• SPIRITUALITY

ARABESQUES & CALLIGRAPHY

MAINSTREAM BRANDS RESONATE, RE-ASSURE

SENSE OF CONTINUITY, LASTING VALUES

DAILY ROUTINES: COMPLETELY DISRUPTED

ROLE OF BRANDS = FAMILIARITY, QUALITY…

LATENT REMINISCENCE: CHILDHOOD MEMORIES, NOSTALGIA

RAMADAN IS A TIME OF FASTING AND FEASTING

P.O.S. – HIGH RELEVANCE FOR IFTAR

SPECIAL RAMADAN OFFERS

WELCOME – CULTURAL AND

RELIGIOUS ACKNOWLEDGEMENT,

RECOGNITION

BROAD IFTAR RANGES WELCOME

RAMADAN IS GOING MOBILE

CHANGING SURFING HABITS – BUT SPIRIT OF RAMADAN A CONSTANT!

APPS… DATES, PRAYER TIMES…

GET BACK IN TOUCH WITH LOVED ONES

DO ONLINE SHOPPING WHEN IT’S HOT, YOU’RE TIRED…

CLICK AWAY QUICKLY FROM TEMPTATIONS…

GAMING… PASS THE TIME

MOBILE ETHNOGRAPHY + SEMIOTIC ANALYSIS = RICHER INSIGHTS

SEMIOTICS = INTERPRETS CULTURAL

CONTEXT FOR BRANDS

INSPIRATION ACROSS GEOGRAPHIC BOUNDARIES

100% RELEVANT, USER-GENERATED VISUALLY

RICH FUND OF MATERIAL FOR ANALYSIS

IT’S TIME FOR BRANDS TO JOIN THE RAMADAN CELEBRATIONS.

For further details, please contact us at

info@happythinkingpeople.com