Ramadan is the month of giving, love and peace. Also, it is a month where brands fight for a share of voice, sight and sound. A month overcrowded communication wise. In the automotive category, Ramadan is a month of big offers, tactical creative prevails above anything else. There are some elements which have been used across in the years in every communication related to Ramadan: lattern, crescent, lights. And in the middle of all that the maximum number of visuals crowded in one design to maximise the offers and drive sales.
It is in this over crowded landscape, we took a U turn by adopting a simple, yet visually effective approach.
We took the essence of Ramadan which is “light” and linked it to the offers, and to the Geely brand, without compromising on the brand value, and most importantly resorting to a communication that is purely tactical, me too, and wont get noticed.
The communication positioning was: Light Up With Geely
Tagline: Ramadan deals that bring us together
We developed a series of social media posts, carousel, videos and POS materials to be used in the different distributors’ showroom across the GCC.
