Isuzu’s digitally-led campaign, Isuzu Diesel Power, that had kicked off in March 2016, has engaged over 3 million people to date, and has grown Isuzu’s following by 45 percent in Saudi Arabia. One of the most interesting aspects about the Saatchi & Saatchi Dubai created campaign is its investment in social media channels to distribute the 10 short films that are part of the campaign.
“Isuzu Diesel Power is a digitally-led campaign comprising 10 short films. They were released on social media for maximum engagement and exposure. While Isuzu Arabia has been active on social media through independent themed posts, this campaign took the social route in a significant way, given that 60 percent of the Saudi population lives online, meaning maximum exposure and a better chance at engagement,” said Richard Copping, Executive Creative Director, Saatchi & Saatchi Middle East.
The campaign was launched on Facebook, Twitter, Instagram and was also released on YouTube. It targets the Saudi youth, shifting Isuzu’s longstanding blue-collar reputation to its undiscovered, fun, loud and manly truth. The films capitalize on the country’s recent fuel and energy saving discussions and each film showcases a core benefit of diesel’s strength in a lighthearted manner.
The films were created in Arabic and English.
Credits
Brand: ISUZU Middle East
Creative Agency: Saatchi & Saatchi – Dubai
Executive Creative Director: Richard Copping
Account Director: Nihal Salim
Creative Director: Raja Rizkallah
Creative Team: Raja Rizkallah, Jeton Morina, Tala Ali, Milad Issa
Social Media Manager: Ghida Arnaout
Production Manager: Jackie Angel
Production House: Action Films