Duration: 3 Weeks
The Mission
To launch a meaningful, impact-driven campaign during Ramadan 2025 that would position Tadweer Group as a sustainability leader—educating communities, encouraging mindful consumption, and inspiring behavioral change aligned with the principles of Reduce, Reuse, Recycle (3Rs).
Our Approach
Ramadan is a time of reflection, giving, and community—and Tadweer’s Naqa’a Campaign (meaning purity in Arabic) tapped directly into that spirit. Pyxis partnered with Tadweer Group to transform its renewed strategy and corporate identity into a public-facing movement that resonated deeply during the holy month.
We developed a fully integrated campaign that combined AI-powered storytelling, influencer collaboration, digital media, and OOH activations across the UAE and GCC. With the message “Waste is a treasure | أغلى مما تعتقد,” we aimed to shift perceptions and invite people to see waste not as discarded matter—but as untapped value.
The campaign featured:
- Targeted META Ads (Facebook & Instagram):Bilingual, thumb-stopping creatives built around emotion, impact, and action.
- Influencer Collaborations:Regional voices helped amplify the 3R message through storytelling rooted in daily life and faith-driven responsibility.
- OOH Takeovers:Strategic placements during peak Ramadan traffic zones amplified the campaign’s visibility across major cities.
- Content at Scale:Over 2,000 tailored assets were created, localized, and deployed—ensuring relevance, reach, and resonance.
The Challenges
- Tight Go-Live Window:With Ramadan approaching fast, every day mattered. Our teams operated in sprint mode to meet creative and media deadlines.
- Complex Asset Requirements:A vast volume of creatives—each needing localization, resizing, and placement-specific adjustments—meant fast turnarounds with no margin for error.
- Multiple Key Visuals:With a diverse visual system in play, version control and visual consistency were critical to ensure a unified message across all platforms.
- Live Optimizations:Continuous performance tracking led to frequent creative updates, demanding agile production and coordination across functions.
The Result
Despite the complexity, Naqa’a launched on time—and exceeded expectations.
- Timely Rollout:All assets were approved, adapted, and deployed ahead of Ramadan’s start.
- KPI Overperformance:Engagement rates, reach, and click-throughs surpassed initial benchmarks across META and influencer touchpoints.
- Community Impact:The campaign sparked regional conversations around waste, sustainability, and environmental responsibility—anchoring Tadweer’s positioning as a forward-thinking enabler of change.
- Zero Downtime:The multichannel rollout was seamless, with consistent creative integrity across platforms.
Naqa’a wasn’t just a campaign—it was a call to action. And during one of the year’s most spiritually significant seasons, Pyxis helped turn that message into a movement.
At Pyxis, we don’t just raise awareness—we build purpose-driven platforms for change. One message, many voices, big impact.
