Jawwy: The Ramadan campaign that didn't launch in Ramadan

Jawwy, a telco provider, drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Campaign Summary

We launched an interactive and integrated Ramadan campaign after Ramadan. This was designed to change people's behavior so rather than be good during Ramadan we encourage all-year-round goodness.

Marketing Context

Ramadan is the Superbowl of the Middle East.

It's the time of the year when brands up their marketing spend to produce big splashes in the hope of creating year-long ripples. It's also the time of the year when purpose rules.

Every brand sets out to make a difference and Jawwy, a small Saudi Arabian telco brand, is no different. But that means trying to cut through at...

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