MINI's participation in Saudi Arabia's National Guard parade.MINI has celebrated Saudi Arabia’s National Day with a campaign that embraces the nation’s theme for the occasion: عزّنا بطـــبعنا (‘Our Pride Lies in Our Nature’) to underscore its commitment to the Kingdom and its Vision 2030.
The campaign strategy centered on three core objectives: cultural relevance, brand alignment, and impactful visibility. Through in-store activations and social media marketing, MINI’s strategy was to position itself as an automotive brand that ’embraces and celebrates diversity’.
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“MINI has always stood for individuality, cultural expression and progressive-thinking values that closely align with the spirit of Saudi Arabia’s National Day,” said Sahar Jamil, MINI Brand Manager at Mohamed Yousuf Naghi Motors.
“Our participation in a key national event highlights MINI appreciation for local culture and reinforces our position as a brand that embraces and celebrates diversity,” said Jamil.
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This strategy also included MINI’s participation in the National Guard’s official parade. Jamil said taking part in the parade aimed to “enhance MINI’s visibility in a highly respected national setting,” and therefore “strengthen emotional connections with Saudi consumers by reinforcing our relevance during key cultural moments.”
The campaign was developed through a collaborative effort between MINI local Saudi marketing team and the team of the Ministry.
“MINI regional and local teams collaborated closely to ensure that the campaign narrative was deeply rooted in national pride, while also highlighting MINI unique identity as a bold and modern automotive brand,” said Jamil.
Finally, in terms of results, the campaign secured more than 1m digital impressions within the first seven days of its launch. Jamil also shared that there has been a marked increase in engagement on MINI social platforms across Saudi Arabia and positive sentiment from local audiences.
