UM and FP7 McCann KSA have joined forces with Diriyah Season to pioneer a groundbreaking regional-first campaign, utilizing straight from the heart of the Kingdom TikTok’s Out of Phone (OOP) - a new out-of-home (OOH) solution that enables partners and brands to leverage TikTok content beyond the platform.
The campaign featured a season-long series of cultural activations, where the dynamic synergy of TikTok and out-of-home advertising (OOH) highlighted the essence of Diriyah and its profound significance to the Saudi population.
Being an annual themed festival, Diriyah Season wanted to bring the cultural heritage of the region of Diriyah to life through a series of OOH ads that look so much like they were popping from one’s TikTok screen.
Turning the Saudi TikTok community into billboard stars, renowned creators captured their Diriyah Season experiences. These moments were then shared across prominent OOH screens in Riyadh, inviting the public to join in the celebration and share their own Diriyah experiences.
Since its launch, the campaign has garnered significant attention and engagement, showcasing hundreds of individuals and various experiences from Diriyah Season across strategically located OOH screens in Riyadh, including prominent locations like Riyadh Boulevard and City.
Commenting on the collaboration, President of Diriyah Season and Group CEO of Diriyah Gate
Development Authority, Jerry Inzerillo, said "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. 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."
Commenting on the impact of the campaign, Nadeem Ibrahim, Head of Digital, UM KSA, said, “With a brand as significant 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? The campaign sparked conversations across Riyadh, solidifying the enduring presence of Diriyah Seasons, while fundamentally reshaping our approach to audience engagement. By seamlessly integrating the influence of digital platforms with the expansive reach of out-of-home advertising, this initiative highlights the transformative potential of innovative collaborations in shaping brand experiences and captivating audiences in novel and captivating ways.”
Echoing this sentiment, Mohammed Bahmishan, CEO of FP7 McCann KSA, added, “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. It wasn't a straightforward brief, but we met it head-on with an amazing synergy of creativity, media, and technology. It's a genuinely authentic and people-owned celebration and cultural experience for the Saudi people."
Diriyah Season offers a captivating array of events and experiences designed to bring to life the living heritage of Diriyah – ’The City of Earth’, and the birthplace of the Kingdom of Saudi Arabia.
The Season aims to offer visitors an unrivalled authentic experience that combines arts and culture, live performance, and experiential experiences to showcase nearly six hundred years of history and heritage in a compelling and entertaining way.
Credits
Client:
Garen Moreno, Executive Director Marketing Operations
Nawaf Rajeh, Innovation & Master Plan Marketing Director
Yara Alderbas, Deputy Marketing Director
Bana Meizar, Marketing Manager
Waleed AlZaben, Marketing Executive
UM KSA:
Mohammed Mannaa, Chief Executive Officer
Nadeem Ibrahim, Head of Digital
Anshul Jaiswal, Associate Digital Director
Arpit Agrawal, Media Manager
Karan Aylawadi, Media Manager
FP7 KSA:
Mohammed Bahmishan, Chief Executive Officer
Amr Kalaawy, General Manager
Alaa Ghazzi, Creative Director
Warren Davey, Integrated Business Director
Lynn Barazi, Account Executive
Abdallah Ayoubi, Senior Graphic Designer
TikTok:
Mario El Feghali, Head of Travel & Tourism MENA
Joanne Chehab, Head of Business Partnerships MENA
Youssef Gadallah, Head of Creative Agency Partnerships GBC METAP
