As the Kingdom celebrated its 95th National Day, leading insurance provider Tawuniya successfully united millions in a shared moment of national pride through a focused and powerful digital campaign celebrating its employees.
For brands, Saudi National Day is a time to connect with the public on a deep and authentic level. Tawuniya, a cornerstone of the Saudi business landscape and the largest insurer in MENA region, set a clear and heartfelt goal for the occasion: To celebrate this important day with the people of Saudi Arabia. The mandate was to move beyond simple congratulations and create a shared experience.
The strategy centred on a single, compelling piece of creative —a hero video designed to evoke patriotism and unity. The primary objective was to ensure this message reached the widest possible audience by promoting the video across the entire week of the national holiday.
The caption of the hero video read:
يمكن نختلف بلهجاتنا وعاداتنا..بس الأكيد أننا نكمل بعض ولأن التعاونية سعودية الهوى والهوية، أبطال قصتنا لهالسنة موظفينا كل عام وحنّا #نشوفكم_فيها عز وأمان واستقرار
This translates to: “We may differ in our dialects and customs, but we certainly complement each other. And because we share the spirit and identity of Saudi, the heroes of our story this year are our employees. May we always see you in it: in glory, security and stability.”
يمكن نختلف بلهجاتنا وعاداتنا..بس الأكيد أننا نكمل بعض
ولأن التعاونية سعودية الهوى والهوية، أبطال قصتنا لهالسنة موظفينا 💜
كل عام وحنّا #نشوفكم_فيها عز وأمان واستقرار 🇸🇦 pic.twitter.com/9aEsTOCpAl
— التعاونية للتأمين (@Tawuniya) September 19, 2025
In a cluttered media environment, focus is key. To achieve mass awareness and extensive reach, Tawuniya and its agency partner, TTP, opted for a bold, digital-first strategy. They decided to concentrate their efforts primarily on social media, especially X platform.
This decision was strategic. The X platform was chosen for its proven ability to generate widespread, real-time conversations and deliver massive, instantaneous reach, making it the ideal vehicle to carry Tawuniya’s celebratory message to every corner of the Kingdom.
The campaign was executed with precision over a five-day period during the Saudi National Day week. Targeting all users residing in Saudi Arabia, the campaign allowed the hero video’s message of national unity to stand on its own, creating a more genuine and direct connection with the audience.
في كل منطقة، ثقافة، هوية، فرحة ورمزية#نشوفكم_فيها 💜🇸🇦#عزنا_بطبعنا#اليوم_الوطني_السعودي95 pic.twitter.com/t1FlD1S2Hu
— التعاونية للتأمين (@Tawuniya) September 18, 2025
The success of this focused strategy was immediate and undeniable. The campaign metrics demonstrated an extraordinary level of engagement, far exceeding initial benchmarks. In just five days, the campaign achieved more than 5 million impressions and nearly 4 million unique users reached.
These figures highlight the campaign’s incredible efficiency, proving that a defined objective paired with the right platform can generate monumental results.
By leveraging a single channel with a powerful creative message, Tawuniya not only celebrated Saudi National Day but also reinforced its brand as one that is deeply integrated into the fabric of the nation.
The campaign stands as a powerful case study in how to capture a national moment with clarity, focus, and digital precision.
CREDITS:
Client: Tawuniya
Agency: TTP
