Last year, Saudi Arabia lifted a decades-old ban that prohibited women from driving. A lot of first-time drivers were understandably nervous, while existing drivers were apprehensive.
Volkswagen wanted to welcome Saudi women to the driver’s seat, without making them feel any different.
We saw an opportunity to reassure Saudi women, and make them feel at home, by showing them the little joys that awaited them on the road.
Describe the creative idea.
We researched and identified hundreds of everyday moments that make driving fun. Moments that were real, understated, yet relatable—regardless of a driver’s experience. Using these, we created a content calendar that kicked off on the day Saudi women were allowed to drive.
We made car washes feel magical. Petrol stations fun. Traffic jams bearable.
We dramatized the pleasures of driving at dawn, drumming on the steering wheel and sticking a hand out to feel the wind.
Through eight films and a cross-platform campaign,?we gave Saudi women hundreds of reasons to relax behind the wheel and let go of their fears. And we reminded all drivers that there’s always room for a little more happiness on the road.
Describe the strategy.
Following the historical ruling in Saudi Arabic, brands quickly showed their support for Saudi women either by congratulating or educating them. While everyone was talking about what driving would enable women in Saudi Arabia to do, no one was talking about the driving experience as an end in itself. We decided to focus on some of driving’s simpler insights, to put new drivers at ease at a time when they were already facing a lot of media scrutiny.
Describe the execution.
We first identified a list of 100 universal driving moments. For the duration of the campaign, we ran 8 films across the web and social media, along with paid and organic posts on our social media channels. The campaign ran for a month across the GCC region.
List the results.
15M+ in Media Circulation Audience
$90,000 in Total AVE