Case studyEvery city's iftar time, on every screen, to the minute.
Throughout Ramadan, Turkcell's store screens across Türkiye showed the iftar time, the moment the day's fast ends, for the city each store is in. That time differs by more than an hour from east to west and moves every day, so every screen had to be right every evening.
- Telecom
- Ramadan
- Local iftar times
A time that changes every day, in every city.
Turkcell wanted every store screen in Türkiye to show the local iftar time throughout Ramadan, correct to the minute in every city.
During Ramadan, Muslims fast from dawn until sunset, and iftar is the meal that breaks the fast at sunset. Its time is local. Türkiye runs on one time zone but spans more than 1,500 km, so iftar comes over an hour earlier in the east than in the west, and each city's time moves a little every day. A screen showing a time one minute early would tell someone to break their fast before it ends.
One design, and each screen shows its own city's time.
OmmaSign ran one Ramadan design across the network, and each screen filled in the iftar time for its own city and that day's date.
How it worked
- 1
One design for the whole country
Turkcell's Ramadan artwork, with its characters and the "İstanbul için iftar vakti" (iftar time for Istanbul) line, was built once. Only the city name and the time change from screen to screen.
- 2
Every screen knows its city
Each store's screens carry a label for their city, so the content picks that city's time by itself. Nobody edits stores one by one.
- 3
The whole month, loaded up front
Iftar times for every city and every day of Ramadan went in as a data source, and each screen moves to the new day's time on its own.
- 4
Proof of what ran
Proof-of-display reports record what each screen showed and when, so Turkcell could check any city on any day.
The right time on every screen, every evening.
For the whole month, every Turkcell store showed the iftar time for its own city, and anyone passing could check it at a glance.
What it delivered
- 1
Local, to the minute
Stores in Istanbul showed Istanbul's time and stores in Erzurum showed Erzurum's, updated day by day for all of Ramadan.
- 2
No manual updates
Store teams changed nothing by hand. The screens switched to each new day's time by themselves.
- 3
A reason to look up
In the hour before iftar, the time is what people want to know. The screen answered that question, which no ad can do.
Every day of Ramadan builds toward iftar. Getting that moment right in every city told Turkcell's customers the brand understood the month. It also proved the network could run content where the timing is the message.
Every evening of Ramadan, every Turkcell store showed its own city's iftar time, right to the minute.
The Turkcell Ramadan campaign
Need the right content on each screen at the right minute?
We'll show you how display rules and live data let one design fit every location, with no one editing screens by hand.
