Al-Futtaim BYD has launched its Ti 7 model in the UAE with a campaign film that celebrates the multicultural nature of the country.
The spot, developed in partnership with Memac Ogilvy, cuts through the clichés of stereotypical SUV advertising – which typically feature epic landscapes and dramatic adventures – and focuses on the simple everyday moments people experience in their cars.
The spot starts with a striking message, ‘You spend 4 years of your life in your car.’ This span of time then gets comically broken down into moments of ‘taking the wrong exit’, or ‘getting rid of sand’ – to meet the brand’s mandate of positioning the Ti 7 with a broad cross-cultural appeal, resonating equally with Emirati consumers, Western expatriates, and Asian communities alike.
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The campaign targeted modern UAE consumers seeking a premium yet accessible SUV experience, with a particular focus on:
• Young professionals and affluent families
• Tech-savvy early adopters
• Lifestyle-conscious consumers looking for versatility and adventure
• Existing SUV owners considering upgrading to electrified mobility
• Automotive enthusiasts and opinion leaders
In doing so, the brand aimed to resonate with consumers, strengthen its overall brand equity and technology leadership in an increasingly competitive market, and drive consideration and lead generation through an integrated full-funnel approach.
To achieve this, Memac Ogilvy tapped a simple truth to build the campaign on: people spend a huge amount of time in their cars.
For young families, this is usually where a lot of life actually happens. The conversations, the small frustrations, the unexpected moments, the laughs, and everything in between. For the adventurer, this could be time added to a journey trying to find the perfect song before setting off.
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The agency highlighted BYD’s reputation as a technology-first EV brand by capturing how that technology fits into people’s everyday lives. This aligns with the Ti 7’s positioning of ‘The Urban Adventure SUV’, by showing consumer how instead of escaping to find exciting experiences, sometimes making the most of everyday life is the real adventure.
The Ti 7 launch was executed through a fully integrated, multi-channel ecosystem combining paid, owned, earned and experiential touchpoints.
BYD also extended the campaign across the UAE through OOH placements across premium locations, influencer collaborations, PR and editorial coverage with leading regional publications, always-on community management, showroom open days and retail activations across the UAE and more.
Overall, the spot aims to spotlight how BYD’s innovation supports everyday life through a campaign that feels relatable, human, and true to the audience.
Credits:
Client: Al-Futtaim
- Assaad Chehade – Head of Marketing
- Maryam Faisal – Senior Manager – PR, Social & Content
- Morgane Zoghlami – Senior Marketing Manager – BYD
- Tareq El Sawr – Senior Manager – Digital
- Dana Al Ayadi – Marketing Executive
- Alaa Al Salahat – Social Media Manager
- Loay Balkis – Content Manager
- Mahmoud Eltaiebany – Digital Manager
Credits: Ogilvy
- Gautam Wadher – Chief Creative Officer
- Kevin Kurian: Managing Partner
- Moemen Metwally: Creative Director
- Alicia McBride: Associate Creative Director
- Carl Khoury: Associate Creative Director
- Ashleigh Morgan: Group Account Director
- Samira Ampo: Senior Account Manager
- Jessica Shidiaq: Senior Account Executive
- JeanPierre Deaibes: Social Director
- Zaid Haneyah: Social Media Manager
- Raneem Alqawasme: Community Manager
- Mariam Girgis – Producer
- Mohamed Soueid – Production Lead
- Zaid Salama – Arabic Copywriter
- Ahmed Elbeshbishy – Content Manager
- Juan Encarnado – Senior Content Creator
- Antonio Geagea – Animator
- Breanna Bailey – Intern
Credit: Burson (PR)
- Mandy Khaira – Senior Consultant
- Kartik Suresh – Senior Account Executive
- Ariana Aaron – Account Manager
- Amal Al Hanbali – Account Executive
- Ross Guinane – Editor
Credit: NYTA
- Sara Imam – Influencer Campaign Manager
- Reem Al Oteibi – Production Manager
- Alaa Hammoud – Lead content creator
- Maria Arslan – managing director – Co-Founder
- Faisal Amer – Chief Executive Office – Co-Founder
Credit: PHD Side
- Michael Khleif – Planning Director
- Mohamed Sabbah – Senior Manager
