An FMCG brand achieved 95% ad recall in 29 days by owning the Iftar moment
Ramadan · Programmatic Transit DOOH · Dynamic Creative · Audience Targeting · Real-Time Optimization
▸ The Challenge
Ramadan changed when and where consumers travelled, but the brand needed to stay relevant during the critical Iftar commute. Its previous transit campaigns lacked the ability to dynamically target these moments or optimize delivery in real time.
▸ What We Did
- ▸Used data to identify key Iftar commute hotspots
- ▸Activated 924 in-train digital screens programmatically
- ▸Delivered dynamic Ramadan-focused creative
- ▸Optimized delivery using real-time audience and location data
Why it worked: The campaign didn't treat Ramadan like a standard media period. It aligned audience, timing, location and creative around the Iftar journey—making the brand more relevant when consumers were most receptive.
▸ The Proof
11.9M
Unique individuals reached
17.8M
Impressions delivered
95%
Ad recall
Moving WallsSource: campaign reporting · August 19, 2025 · movingwalls.com
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