Ramadan is the holy month when Muslims fast from sunrise to sunset, and break it with the evening meal of Iftar. When eating times are limited to after-dark hours, sunset times become a vital piece of information. But when sunset times differed by date and location, Uber Eats was here to help.

Introducing Iftar incoming, a digital OOH campaign that used geo-specific sunset data, updating daily to let Muslims know what exact time they could break their fast and schedule their Uber Eats order.

This campaign encouraged scheduled sunset deliveries in order to break fast, featured hundreds of posters, and targeted areas across the UK with higher Muslim populations. resulting in an uptake of 21.2% in scheduled deliveries.

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