Aramex, UAE-based logistics and delivery company, touched upon real connections this Ramadan for its latest campaign.
Ramadan has long been a season of reconnection with multiple friends and families reconnecting and gathering. Aramex’s campaign reflects on what this means in the current age where real presence is being increasingly replaced by phone screens and digital messages.
“Ramadan is a month rooted in emotion, generosity and true human connection,” says Shahir Sirry, Global Creative Director at Aramex. “Our mandate was to build a campaign that reflects this spirit while staying true to what Aramex does best: enabling people to send real, tangible things to one another.”
As a result, the brand created a campaign that leverages the friction between the impersonal nature of digital versus the emotional power of something physical.
“The world today is all about the digital, clicks, likes, emojis, AI and so on.” Sirry says. “We’ve lost touch with what’s real. Things that we can feel and touch.”
According to Sirry, the insight is in line with the Spirit of Ramadan as well as Aramex’s offering – which sends parcels and items across cities and borders.
“While the world has become increasingly digital – full of screens, emojis, frictionless interactions without actual feeling – we wanted to bring back the beauty of something physical,” Sirry explains. “A gift you can hold. A box you can open. A moment you can feel.”
Repositioning itself as more than a functional service, the brand reframes delivery as physical presence and inserts itself into the moment in a natural way.
“Our goal was to remind people that connection becomes meaningful when it’s real – and that Aramex is the bridge enabling those real moments to travel across cities, borders, and homes during Ramadan.”
Digital-first rollout, physical-first message
The campaign was rolled out few days before the launch of Ramadan and will continue to run through the month – aligning with the timeframe of peak gifting and shipment volumes. Multiple short films and cutdowns were launched on digital platforms as part of the campaign.
The roll-out strategy plays on irony by using digital platforms to push their message of sending something physical and real. “We used the very channels people use to send and share digital messages with each other, to push our message of sending something real,” says Sirry. “These digital‑first channels also offered immediate reach across our priority audiences, especially during Ramadan when mobile and video consumption spikes.”
The campaign focused on audiences for whom Ramadan gifting carried emotional weight. These included families sending sentimental gifts, expats connecting with loved ones aboard, young adults that rely on digital communications, and corporates that are distributing seasonal hampers and goodwill packages.
Success for the campaign
The campaign’s success was determined by a mix of different metrics that included social and conversion as well as brand sentiment. “The goal was not only performance – but emotional resonance,” says Sirry.
In terms of performance, Brand engagement metrics on social platforms and increases in shipments during the Holy Month were monitored. Also a key focus were the completion rates of the videos and how often they were shared.
On the other hand, the brand also analysed the sentiment around the emotional value and gauges the quality of PR pickup and storytelling reach.
The campaign is also part of the brand’s long term strategy – where it reinforces its position as connector of people.
“This campaign strengthens Aramex’s long-term positioning as a company built on human connection, not just logistics,” Sirry says. “We deliver more than parcels — we deliver emotion, meaning and presence.”
Credits
Creative: Aramex in-house creative team (RMX)
Paid media, social: Aramex in-house marketing team and notabout marketing
Production: CineGate
Director: Shahir Sirry
Editing: Cold-Cutz (David Zavadescu)
Grading & post-production: Dan Mitre
Music composition: Hussein Sami
PR: Gambit Communications
