For many Muslims in Berlin, Ramadan is a special time that shapes everyday life. Companies that want to advertise locally during this period and reach precisely this target group should plan their campaign early and with the necessary understanding. Here you will learn what matters most.
Why can Ramadan be relevant for local advertising in Berlin?
Ramadan changes the daily rhythm for many people. Shared meals only take place after sunset. At the same time, visits to family and friends or shopping for the evening move more into focus.
In Berlin in particular, companies reach their target groups through familiar places in the neighbourhood. For a campaign to be credible there, it has to match the offer and convey a recognisable benefit. Ramadan should not simply serve as an occasion for arbitrary discounts or decorative symbols. At least as important is a respectful tone that takes the special meaning of the month seriously.
When does Ramadan 2027 begin – and when should the campaign start?
Ramadan 2027 begins presumably on the evening of 7 February or on 8 February. The exact date is only confirmed once the crescent moon has been sighted. Companies should start planning their campaign early. Plan screen slots and advertising materials several weeks in advance. Also keep the end of the campaign in mind. Eid al-Fitr afterwards is an ideal opportunity to deliberately take up communication with the target group once again.
Which messages suit a Ramadan campaign?
A Ramadan campaign should only refer to the month if the offer genuinely fits. A supermarket, for example, can highlight products for the shared meal, a restaurant its corresponding evening offers. Service providers can draw attention to special opening hours if these are connected to Ramadan.
An example:
During Ramadan, a restaurant keeps part of its tables free every evening for guests who want to eat together after sunset. The ad can point to this offer and at the same time explain from when the reserved seats are available and how a reservation can be made.
What remains important with this type of campaign is that the message creates a recognisable link between Ramadan and the offer.
Tip: Not every company has to give its advertising a religious framing. If there is no meaningful connection, a factual local ad is the better choice.
At which locations does advertising during Ramadan reach the right target group?
When choosing the location, the occasion of the advertising should be taken into account above all. A supermarket, for example, is suitable for offers connected to shopping or to the shared meal, which has a special significance during Ramadan. Here people often decide directly on site what ends up on the table and can remember offers or take them straight away.
For announcements of events or local services, cafés and cultural associations are more suitable. There, people usually have more time to take in a message. In religious spaces, however, advertising should only take place in close coordination with the respective location and be designed with particular restraint.
How can a Ramadan campaign be built up over several weeks?
A good campaign does not have to show the same message throughout the entire period. It is often far more sensible to adapt the content to the respective point in time while keeping the basic design.
This is how an advertising campaign for Ramadan could be structured:
- Before Ramadan: The campaign can be announced a few weeks before it starts. The aim here is to make the offer known and to build initial attention.
- During Ramadan: Now the concrete offer takes centre stage. The advertising should be visible regularly at well-chosen locations and clearly convey what the company offers.
- For Eid al-Fitr: Towards the end of Ramadan, a new motif can point to Eid al-Fitr. Depending on the company, special opening hours, events or a matching culinary offer are a good fit.
Digital screens allow you to swap the motifs during the campaign period without having to plan a completely new campaign or produce new advertising materials.
What should companies avoid when advertising during Ramadan?
For local advertising to reach its target group during Ramadan, a sensitive approach is important. Companies should only make promises they can reliably keep. Anyone advertising extended opening hours or a halal-labelled range should be able to guarantee that this offer is actually available.
Caution is also advisable with dates. The beginning and end of Ramadan can shift depending on the moon sighting. A motif with a fixed date should therefore only be used once that date has been confirmed locally. Before publication, it also helps to have the campaign reviewed by people who know the target group and the respective location well.
How can Ramadan campaigns be implemented in Berlin?
With PanoTV, companies can run their Ramadan campaign on digital screens at selected locations in Berlin. The advertising appears exactly where people from the respective community are already out and about regularly.
The campaign is controlled centrally. All motifs can be adapted during the campaign period, for example when the start of Ramadan becomes more concrete or a new offer is to be communicated for Eid al-Fitr. Companies decide for themselves at which locations and for how long their advertising is visible.
PanoTV offers:
- digital advertising space at busy community locations
- targeted playout matching the offer and the location
- flexible broadcasting times and centrally controlled motifs
- monthly cancellable terms without long-term commitment
The advertising costs 120 euros net per screen and month; with a bit of luck you can take advantage of one of the cheaper promotional prices. There is no setup fee. Local companies can first test their campaign at individual locations and expand it at any time if required.
