Ramadan is the holy month when Muslims fast from sunrise to sunset, and break fast with the evening meal of Iftar. Observant Muslims will be checking the time of sunset every day, as it changes and varies by location. We took that insight and made it into a UK wide campaign for UberEats to help make breaking fast more effortless during this religious festival.

Sunset times change daily and by location. ‘Iftar Incoming’ lets people know when sunset is where they are, every day of Ramadan, using dynamic OOH. On the first day of this Ramadan (22nd March), fast was broken at 6.21pm in London, 6.26pm in Birmingham, 6.28pm in Leeds and 6.43pm in Glasgow - the perfect time for a sunset Uber Eats deliveries.

Our sunset dataset was overlaid against our media plan, to give exact timings of sunset for every OOH site on each day. The creative simply displayed the time of sunset (or Iftar) every day, for that exact location, alongside a prompt to arrange an Uber Eats delivery at the right time to break their fast.

With the need to know the right time for Iftar daily, we built a geo-specific dataset of sunset times for the entire month of Ramadan. We used sources recognised by the Muslim Council of Great Britain to create our dataset, which didn’t exist before it was built for this campaign.

In areas where OOH was targeted, scheduled delivery was +21.2% v the average for the two weeks before Ramadan/campaign launch. This is against a control uplift (other cities) of +5.3%. Which gives an impact of this targeted campaign of +15.9% (v the average for the two weeks before launch). All results are up to the date this entry was written, 20th April, just before Eid al-Fitr.