Saudi Arabia is at a pivotal stage in its evolution. As the Kingdom honors its heritage while embracing modernity, its market is undergoing a dynamic transformation.
Against this backdrop, every player foraying into the Saudi market needs to be mindful of the country’s unique blend of tradition and modernity as well as its value-driven landscape.
Particularly, the marketing sector needs to pay attention to the rich Saudi culture and social context. A one-size-fits-all approach to marketing may work for a general audience, but it isn’t well-suited for a market as nuanced as Saudi Arabia.
Using such an approach is the reason standard global marketing strategies frequently fail to connect with the Saudi audience.
Go beyond stereotypes
We are witnessing a time when culture is more accessible than ever. It’s easier to understand cultural distinctions today than it ever was. The responsibility is on marketers to guide the narrative and break the stereotypes.
The Kingdom boasts a rich cultural heritage that profoundly influences consumer behavior and shapes the marketing landscape.
To thrive in this dynamic arena, businesses should comprehend the cultural tones — which requires going beyond the arid sand desert and shunning the image of a hardliner, artless society.
Saudi culture is too diverse to be branded into these boxes. It has the mountains of Abha, a place filled with color, art and tradition. From prehistoric sites like Madaen Saleh in the west to the rock art site of Bir Hima, the country has a rich heritage that needs to be told.
As for the traditions, robes and abayas do not suffice to tell it. Saudi society exhibits warmth, respect togetherness, familial bond and charity. Encapsulating these traits in a campaign is surely going to take a head turn and make it the talk of the town.
Marketers should create campaigns that reflect the Saudi reality, which is evolving rapidly. While staying true to its traditions, the country is striving to embrace the future. Keeping in view its progress while being aware of the local customs and traditions is the perfect balance.
Moreover, given that the Saudi landscape is a high-context culture, authentic localisation is paramount. It shouldn’t be limited to superficial images or translation.
A slogan may have a positive connotation in one language but be offensive in another.
Once, Pepsi’s campaign with the slogan “Come alive with the Pepsi generation’ was translated in China as “Pepsi brings your ancestors back from the grave”. We can all agree that this faux pas is any marketer’s nightmare.
Arabic is a rich and diverse language with regional variations and dialects. Localisation is genuine only when it entails adapting content to local values, culture and preferences rather than checking a few boxes.
Campaigns that have resonated with the Saudi audience
The gem in the list of campaigns is Visit Saudi’s campaign titled ‘Go Beyond What You Think’.
Featuring footballer Leo Messi, the campaign revolved around breaking the stereotypes linked to Saudi Arabia.
It’s also a perfect example of a high-context culture campaign, addressing shared pain points and displaying multiple cultural aspects through storytelling.
Campaigns that perfectly represent modern Saudi Arabia’s audience include Nike’s ‘Victory Swim’. Featuring female athletes, the campaign emphasises the pursuit of dreams.
It aligned with the government’s goal of female empowerment and manifested culturally apt representation of a Saudi woman. The campaign improved Nike’s brand image and had a higher rate of ad recall.
One campaign that became controversial despite containing a strong, positive message was Coca Cola’s ‘Change has a Taste’ campaign.
Launched right after the law allowed women to drive, it celebrated Saudi women and featured a father teaching his daughter to drive. While it contained a perfect message, it also included stereotypes and thus was deemed cringe by many people.
Other companies who are leaving no stone unturned in connecting with the local audience through their campaigns include Saudi Telecom Company and Almarai.
STC launched a campaign displaying the Kingdom’s unique landscape and traditions to celebrate the local culture.
Almarai, a leading dairy company, continues to make heads turn with its campaigns focused on family values, tradition and trust.
Summing it all up, Saudi Arabia’s unique cultural, traditional, and value-driven landscape demands a tailored approach. Therefore, brands aspiring to make their mark in the Saudi market must localise the content.
As marketers, it’s our responsibility to guide the narrative accordingly.
By Hatem S. Al Mandeel, General Manager for Saudi Arabia, SSUP World.
