Download - Mobile ramadan slideshare
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.
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