Garanti BBVA, a financial services company in Türkiye, set out to reach consumers during Ramadan, a key period for spending and engagement. The goal was to promote the “Bonus earnings” benefit of its Bonus credit cards and drive usage of BonusFlaş, the bank’s mobile app that functions as a digital wallet and credit card management tool.

Reaching audiences during this time, however, requires adapting to a distinct shift in behavior. Media consumption moves into the hours after sunset, with 48% of activity happening after Iftar and another 38% after Taraweeh prayers. This is when users are most active across apps, streaming, browsing, and making purchase decisions, but also when attention is split across multiple screens.

This shift creates both complexity and opportunity. Digital audio and video usage rise during these hours, and while three in four users notice more ads, 45% are more likely to engage with Ramadan-specific campaigns, according to Adjust’s What App Marketers Need to Succeed During Ramadan report.

The challenge wasn’t just reach, but staying connected with users as they moved across screens throughout the evening.

In partnership with AdsWizz, Moon Digital built a campaign around how people consume media during Ramadan evenings.

The strategy started with digital audio, delivering ads during peak listening moments when users were engaged but not tied to a screen. From there, it extended into a second layer by re-engaging those same users with video across other devices.

To bring this approach to life, the campaign focused on:

1. Delivering audio ads during high-attention moments after Iftar
2. Retargeting exposed listeners with video through second screen technology
3. Using premium video placements to reinforce the message in a more visual, action-driven format

This turned what would normally be a single audio touchpoint into a connected experience, where each step built on the last instead of starting over.

The campaign delivered strong performance across both stages, showing how a sequenced approach can carry attention from one channel to the next. It generated 600K audio impressions with an 87.42% listen-through rate, capturing attention early in the user journey.

This was followed by 191K video impressions through second screen retargeting, contributing to a total reach of 463K unique users across devices. The campaign also achieved a 0.28% click-through rate, showing that users moved from awareness to action.

Audio did the initial work of capturing attention, while the follow-up video layer reinforced the message and helped convert that attention into engagement.