By Dzila Dik, marketing manager, MEA, LEGO Middle East & Africa
It’s that time of the year when graphic designers are asked to add in lanterns, moons, dates and mashrabiyas to existing advertising campaigns and generic brand visuals that have nothing to do with Ramadan. Walking through, the mall you will see these symbols and a ‘Ramadan Kareem’ greeting plastered on almost every window. While the symbols are valid and illustrative representations of the occasion, are they enough to connect with the audience?
Purpose in Ramadan campaigns
Starting with some facts: 82 per cent of shoppers make purchase decisions having purpose in mind, (according to Razorfish research) and they ar
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