UM and FP7 McCann KSA join hands for Diriyah season campaign
UM and FP7 McCann KSA have joined forces to launch an
unprecedented campaign for Diriyah Season, utilizing TikTok OOP in a
regional-first initiative.
Diriyah Season, renowned for its rich cultural legacy and
diverse entertainment spectrum, stands as a flagship event in Saudi Arabia,
drawing crowds from around the world.
This collaborative effort seeks to amplify the visibility
and resonance of Diriyah Season through innovative marketing methodologies.
Transforming the Saudi TikTok community into luminaries on
digital billboards, esteemed creators captured their Diriyah Season encounters.
These captivating moments were subsequently showcased on prominent OOH screens
across Riyadh, inviting the public to partake in the festivities and share
their own Diriyah experiences.
Diriyah
Nights Returns: A two-month extravaganza of culture, cuisine, and entertainment
Since its inception, the campaign has garnered substantial
attention and engagement, spotlighting numerous individuals and a myriad of
experiences from Diriyah Season across strategically positioned OOH screens in
Riyadh, including prominent locales like Riyadh Boulevard and City.
Jerry Inzerillo, President of Diriyah Season and Group CEO
of Diriyah Gate Development Authority, remarked, "In collaboration with UM
and FP7 McCann KSA, we've embarked on an exhilarating journey to redefine the
essence of Diriyah Season through our latest campaign utilizing TikTok OOP.
This innovative fusion of tradition and technology not only captures the spirit
of our heritage but also showcases the vibrancy of our modern-day
celebrations."
He added, "It's a testament to the harmonious
collaboration between multiple teams, all working tirelessly to ensure that our
campaign stays true to the heart of Diriyah while highlighting the myriad
exciting experiences within Diriyah Seasons. This initiative exemplifies the
ingenuity and dedication that drives our efforts to continuously elevate the
cultural landscape of Saudi Arabia."
Diriyah
Season spotlights the living heritage of the kingdom's birthplace
Nadeem Ibrahim, Head of Digital at UM KSA, expressed,
"With a brand as monumental as a Giga project in Saudi Arabia, we embraced
the challenge set by the client to craft a groundbreaking media first. TikTok
OOP was the perfect fit for us. What better way than to make people in Riyadh
billboard famous?"
He continued, "The campaign sparked conversations
across Riyadh, solidifying the enduring presence of Diriyah Seasons, while
fundamentally reshaping our approach to audience engagement."
Mohammed Bahmishan, CEO of FP7 McCann KSA, commented,
"Diriyah Season embodies a truly unique brand – it's the birthplace of the
people, for the people, and represents their experiences. We needed to break
away from conventional mass brand advertising and find a creative solution that
truly resonated with the brand's essence."
Diriyah
Company introduces new culture and hospitality assets at Bashayer event
He concluded, "It's a genuinely authentic and
people-owned celebration and cultural experience for the Saudi people."
Diriyah Season offers an array of events and experiences
designed to breathe life into the living heritage of Diriyah – 'The City of
Earth', and the birthplace of the Kingdom of Saudi Arabia.
The season promises visitors an authentic journey, blending
arts, culture, live performances, and experiential encounters to showcase
nearly six centuries of history and heritage in an engaging manner.
It aims to satiate visitors' cultural curiosity by curating
a diverse calendar of events offering something for everyone, including the
revival of 'Layali Diriyah', immersive art installations, culinary delights,
and outdoor activities such as horseback riding, camping, and stargazing.
Source: https://campaignme.com/
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