KSA NATIONAL PRIDE: A CAMPAIGN ROOTED IN LEGACY

THE BRIEF:
FOLLOWING A PERIOD OF INACTIVITY IN THE SAUDI MARKET, FINE SOUGHT TO RECONNECT WITH ITS AUDIENCE AND REAFFIRM ITS DEEP-ROOTED BOND WITH THE PEOPLE OF KSA. THE GOAL WAS TO CELEBRATE SAUDI NATIONAL DAY IN A WAY THAT HONORED HERITAGE, RESONATED ACROSS GENERATIONS, AND RE-ESTABLISHED FINE’S PRESENCE IN THE MARKET.

OUR APPROACH:
WE CRAFTED A MULTI-LAYERED CAMPAIGN THAT BLENDED EMOTIONAL STORYTELLING AND CULTURAL AUTHENTICITY. THE INITIATIVE FEATURED A COMPELLING BRAND FILM THAT SHOWCASED NATIONAL PRIDE THROUGH GENERATIONS, A REDESIGNED TISSUE BOX INSPIRED BY ARABIC CALLIGRAPHY, AND A #SHOWSAUDIYOURHEART SOCIAL ACTIVATION THAT INVITED SAUDIS TO EXPRESS THEIR LOVE FOR THEIR HOMELAND. THE CAMPAIGN UTILIZED A MIX OF DIGITAL, SOCIAL MEDIA, TV, AND IN-STORE ACTIVATIONS, ENSURING WIDESPREAD REACH AND ENGAGEMENT.

THE IMPACT:
THE CAMPAIGN SPARKED IMMENSE EXCITEMENT, RACKING UP 6.5 MILLION VIEWS IN JUST 30 DAYS ACROSS YOUTUBE, FACEBOOK, INSTAGRAM, TIKTOK, AND SNAPCHAT. THE REDESIGNED TISSUE BOX QUICKLY BECAME A SYMBOL OF SAUDI PRIDE, DRIVING A REMARKABLE 70% INCREASE IN SALES. BY TAPPING INTO CULTURAL SENTIMENT, FINE SUCCESSFULLY REKINDLED ITS BOND WITH THE SAUDI AUDIENCE, LEAVING A LASTING IMPACT AND SOLIDIFYING THE BRAND’S PLACE IN THE COUNTRY’S EVOLVING NARRATIVE.