OQ | Ramadan Campaign 2022

The Change They Needed

In partnership with OQ, our mission was to create a campaign that embraced the core values of Ramadan—light, uplifting lives, and community engagement—aiming not only to reach but deeply impact communities across Oman.

The Change in Action

Our strategy crafted a comprehensive 360-degree experience, from initial conceptualization to theme development, roadshow activations, content creation, media engagement, and PR, embodying the spirit of Ramadan and leaving a lasting impression on communities.

Conceptualization was a joyful journey of ideation. In 2022, we focused on light, symbolizing OQ's role in illuminating the spirit of Ramadan. We introduced the hashtag #نعلو_بالخير) Elevate) to uplift lives and communities. The following year, we embraced the celestial beauty of stars as a metaphor for brightness and aspiration.

Design and activation were crucial to our success. The OQ Happiness Convoy (2022) and Marsa Al Khair (2023) traveled across Oman's Wilayats, spreading joy to orphanages, hospitals, schools, and local communities. Activities included flag-offs, convoy receptions, and Qaranqasho celebrations, reflecting Oman's rich cultural heritage.

We blended tradition with digital innovation. Social media played a central role, with real-time convoy updates and a popular cooking show intertwined with OQ's mission. Contests and webinars combined celebration with education.

The Change We Made

Our efforts culminated in a deeply resonant campaign that made a significant impact on Oman.

• Engaged with over 23,000 community members across more than 10 towns during a 7-day journey in 2022.
• Supported by 422 volunteers.
• Conducted 197 activities at 12 locations visited by the "Marsa Al Khair" boat.
• Impacted 2,840 students.
• Engaged over 15,505 attendees.

Looking back on our journey with the OQ Ramadan Campaign, we not only achieved our objectives but also created enduring impressions. Building on these successes, we are inspired to continue crafting transformative and resonant experiences in the chapters ahead.