When Changan reintroduced the CS75 Plus to the Saudi market, the objective was not simply to relaunch a model, but to respond to a conversation that had already been unfolding organically. Led by Kijamii, the campaign was built on a clear behavioural insight: despite the model’s absence, demand for the CS75 Plus had never disappeared.
Social listening revealed a recurring theme across platforms – users repeatedly asking where the CS75 had gone and when it would return. Rather than positioning the relaunch as a product update, Kijamii treated it as a cultural moment, rooted in familiarity, anticipation and emotional ownership. This insight formed the foundation of the campaign platform, “Shaghel Al Kol” (On Everyone’s Mind).
The creative strategy focused on reflecting everyday Saudi life, positioning the car not as an aspirational object but as something already woven into daily conversations. Short narrative scenes depicted natural social settings – families, friends and colleagues –where the CS75 Plus emerges organically in conversation. These moments then transition into controlled, cinematic sequences that highlight the vehicle’s key features, including massage seats, triple digital screens, four-wheel drive capability, slope vision camera and exterior design detailing.
Rather than relying on a single hero asset, the campaign was structured for modular deployment. The hero film established the central narrative, while a series of cutdowns were developed to spotlight individual features and usage scenarios. This allowed the campaign to operate effectively across awareness, consideration and intent stages without fragmenting the core idea.
Influencer selection was similarly strategic. Kijamii partnered with Saudi creators Abo Rabea, Abdulrahman Sadhan, Raid Read, Ezz Elkhad, and Bilal and Tigan, each chosen for their relevance to distinct audience segments rather than reach alone. Their roles were not performative endorsements but contextual integrations, with each creator’s lifestyle mapped to a specific aspect of the vehicle. This approach allowed the campaign to maintain credibility while scaling reach across platforms.
“The CS75 Plus already had emotional equity in the market,” said Dalia Elkhouly, Account Director at Kijamii. “Our role was to translate what people were already saying into a coherent creative idea, then deliver it in a way that felt natural across every channel. The focus was always on relevance – not noise.”
From a commercial standpoint, the results validated the strategy. According to Yasser Farouk Shaheen, Managing Director, Changan & Deepal Saudi Arabia, the campaign delivered immediate business impact. Lead volumes increased by more than 130 per cent following launch, and the first shipment of vehicles was fully delivered within 15 days. The momentum extended across dealer networks, reinforcing confidence at both retail and operational levels.
“This was not a conventional relaunch,” Shaheen said. “It was a response to a clear, long-standing demand from the Saudi market. The speed at which leads converted and inventory moved confirmed the strength of the insight. The CS75 Plus has now become a key growth driver, with a target to reach a top-four position in the C-SUV segment by 2026.”
Beyond performance metrics, the campaign reinforced Changan’s broader positioning in Saudi Arabia – as a brand attuned to consumer behaviour and willing to build from insight rather than assumption.
By anchoring the creative idea in real conversations and executing it with cultural precision, Kijamii ensured the CS75 Plus returned not as a reintroduction, but as a continuation of an already established relationship with Saudi drivers.
