Launch of ‘Rockstar’ through an influencer-led campaign featuring Skinny, a famous Saudi Rapper feat. Shahad & Abdullatif, the Saudi content creators & influencers. The content became viral, connecting with the Saudi youth on a deeper level and (key achievement metric)
Leo Burnett Dubai championed the concept and Liwa collaborated in making sure that it exceeds the ambition to creating a pop-culture phenomenon.
The concept for Rockstar, PepsiCo's electrifying energy drink, was a fusion of creativity, cultural insight & needed the production finesse to bring it from concept to reality.
With Doos (Arabic for: Go for it, floor it), we naturally had to go all the way. Rockstar Energy Drink under the PepsiCo umbrella, had an exciting challenge: to create an impactful campaign tailored specifically for the vibrant Saudi market among GEN-Z. Rockstar gives you the boost you need for a creative edge. Going that extra-mile and doing that extra-bit within a Saudi context. Hence, the mission was clear - to capture the essence of Saudi Arabian culture, cater to the dynamic Gen Z audience, and seamlessly integrate the energetic creative spirit of Rockstar.
Collaboration & agility were the heartbeats of this project. Working in close synergy with both Dubai and KSA teams, we harnessed the power of diverse minds and skill sets.
To truly understand and encapsulate Saudi culture, we embarked on a deep dive into the unique tapestry of Saudi Arabian life. This informed our approach to creating 'Saudi moments' - authentic slices of pop culture that would resonate with the Gen Z audience.
The production came to life through a multifaceted execution strategy that wove together the pulsating beats of Gen Z culture and the unrelenting energy of Rockstar Energy Drink. While Skinny the Rapper took center stage, another team immersed themselves in the bustling souqs and lively majalis of Riyadh. This dynamic focus captured the authentic vibrancy of Saudi life, blending it harmoniously with the energy and young spirit that Rockstar embodies.
The numbers spoke volumes. The campaign struck a chord, resonating with the target audience in ways beyond our expectations. The results were nothing short of spectacular:
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