Communication idea & our approach
Celebrate their lives and create relevance of the product into moments that matter to them.
To create content that builds affinity and brand love through “moments” that the youth can identify with. Rooted in Arab culture and entertaining at the same time.
We used syndicated research that gave insights into the youth of the region (In this case GCC and primarily Saudi Arabia). Delving into the things they do as leisure, films they watch, the music they listen to, and the lives they lead. Also the kind of friends they have in their peer group. This insight helped us stereotype the characters that the youth of the region could identify with.