Overview:
The Ramadan shopper effect is felt the most in the car business, electronic industries, advertising & FMCGconsumption with a 30% – 50% increase in the volume of purchased consumer goods by families during the month of Ramadan.
Ramadan is a more cultural experience in the UAE than neighboring countries due to the high penetration of expats
One of the key insights in Ramadan is that people want to be entertained.
It is a time for social bonding over Iftaars and Suhoors, where people would like to spend time with their families.

Objective:
To create a highly impactful Ramadan campaign advertising the upgrade offer on select models across the range providing obvious cut-through in a very cluttered marketplace. The campaign should be reflective of Toyota’smarket leader status and needs to drive traffic to the showroom, online & enquiries through 800 Toyota.!

Credits:
Project: The upgrade Specialist
Agency: GMASCO
Creative Director: Shaun Dean Thomas
Art Director: Jan Stoop
Copywriters: Jayne Marar, Ali Al Sayed
Senior account director: Kelly Allison
Account manager: Lyda Camargo
Digital account manager: Kate Hunton
Digital Art Director: Chandan Nadrajog
Production company: FILM MASTER
Director: Ziad Oaks
Content Producer: Tony Lehal
Producer: Yvonne Kuehl
DOP: Ziad Oakes
Camera operator: Andrea Quaglio
Focus Puller: Roger Schram
DIT: Saul Barran
Sound Engineer: Khaled Hamdi
Wardrobe: Alessandra Vanni
Hair & Make up Artist: Marcia Lima Santos
Casting Director: Laura Ciccarelli

• Category :

  Intergraded

• Date :

  Jul . 11 . 2015

• Client :

  Toyota