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The Classic Partnership’s Alok Gadkar looks at how modern Saudi advertising is pushing boundaries to speak to a new generation

Under the supervision of analysing Google Search, the brand Crown Prince Mohammed discovered that many consumers weren’t bin Salman Al Saud, and in familiar with 5G. They used famous Saudi alignment with Saudi Vision YouTuber Sohayb Qubs, who answered 2030, KSA is busy clicking. 77 per cent of the most searched questions on Google consumers are shopping more online, and through a series of fun videos to tackle this 60 per cent of consumers are spending challenge. Simple questions like: What is more money on virtual experiences as per 5G? How does 5G impact my life? These an online study done by Mastercard. The videos were further served back to the mobile phone seems to have become a part people who searched for these questions. of the human anatomy that hardly rests on In collaboration with Google’s experts and the side table. More and more people are with access to their data, a unique problem migrating to online platforms for their was solved. day-to-day lives. Grocery, clothing and For Splash, the region’s leading fasthealthcare products have become the fashion brand, we launched a new bold, fun most purchased products online. and fresh campaign, ‘In Love With Fashion’,

The rule book is now being built as based on today’s Saudi youth. Inspired by communication with consumers changes the raw energy that defi nes youth, the swiftly. This very change in behaviour campaign showcased the diversity and and media consumption habits drives the eclectic insights of Saudi Arabia, bringing change in creative thinking. Let’s talk about to life a dystopian diary that plays on the the classic billboard. There was a time when reality of what it means to be young and a woman’s face was forbidden entirely on ‘Khaleeji’ and to truly be in love with fashion those lightboxes. If printed, most times it in your own unique way. A series of fi lms would be either inked out or pixelated. A were developed based on diff erent insights few moons have gone by and we now see that would work specifi cally in Saudi, and a signs of hope and colour springing from few within the region. One such fi lm was a these same out-of-home sites. tribute to the Qahtani Tribe from Habala,

As marketers and storytellers, we are the often called ‘fl ower men of Saudi’, who wear mirror to society. What we create will be a colourful headpieces for both aesthetics seamless refl ection of what the consumer and wellness. An idea based on a human takes a fancy to. From old to new, from safe truth or a solid cultural insight can drive to bold and from acceptance to activation. the required engagement for a business. When society goes through a change, it This is the moment when brands need opens up new conversations. People want to make a change, pushing boundaries and to express themselves more freely, and a being fearless. This is when you take the new order comes into being. With more and plunge and break the pattern. Here is when more Saudi nationals joining the workforce marketers need to stop accepting a blanket and businesses being run locally, the creative that goes across GCC, which is of narrative is rapidly morphing and, no consequence to anybody in the kingdom. therefore, there is a need for effi cacious Clients are willing to accept, and while communication. communication. consistency and predictability are two

YouTube reached more than 20 million critical sides of the same coin, some polish people across KSA in August last year, people across KSA in August last year, is required. according to according to Arab News; 95 per cent of Amine Hammoud, head of marketing at users watch DIY content, with an average users watch DIY content, with an average Centrepoint KSA, says: “Over the past 25 watch time of 55 minutes per day. With watch time of 55 minutes per day. With years of Centrepoint’s existence in Saudi digital taking precedence, optimised digital taking precedence, optimised Arabia, we have adapted our product content has become paramount. The content has become paramount. The off ering and customer communication advanced Saudi consumers are ready advanced Saudi consumers are ready to the taste and preferences of our Saudi to express themselves more openly to express themselves more openly customers. This stands true with the latest and absorb novelty. This switch in user and absorb novelty. This switch in user social and behavioural changes that the behaviour entails giving birth to dynamic behaviour entails giving birth to dynamic kingdom has been witnessing for the past content, and also opportunities to recruit content, and also opportunities to recruit few years. Centrepoint is adapting its young content creators. young content creators. content and communication strategies

A recent campaign to introduce 5G for to appeal to Saudi customers in a fastSaudi telecoms operator STC is one such Saudi telecoms operator STC is one such changing environment.” example of how understanding consumer example of how understanding consumer In between the socio-political interest can provide real-time insight to interest can provide real-time insight to representation of Saudi Arabia, the story audience sentiment and needs. By audience sentiment and needs. By will constantly evolve. We are catering to Gen Y as we continue to engage with the audience through humour and other such yardsticks. Regardless of the past, the present and the future, the conversation of ‘Modern Saudi’ vs ‘Truly Saudi’ will continue and so will the creative interpretation.

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