Balady+, a homegrown Saudi navigation app by NHC Innovation, has revealed details about its strategic collaboration with MBC Media Solutions (MMS) to deepen trust and build stronger affinity with Saudi audiences.
For those who haven’t experienced it yet, the Balady+ navigation app fuses local insight and intelligence with a vivid 3D interface that is engineered specifically for Saudi roads. The app offers real-time alerts for road bumps, speed limits and roadblocks, and even offers lane guidance. Beyond the highway, Balady+ also offers indoor navigation feature for malls and major venues.
As part of the campaign with MMS, Balady+ featured on the hit MBC1 football programme Nadina. During a pivotal episode, viewers followed a storyline in which the show’s journalist relied on Balady+ to navigate his way to the studio on time. This created moments that resonated naturally with viewers and showcased the app in real-life scenarios.
The moment felt authentic and relatable, reflecting how audiences can use navigation tools in their day-to-day routines. This integration was intended as far from than product placement; it was meant to be seamless storytelling that highlights utility in a moment of real tension and urgency.
The cultural resonance of that moment translated into a strong response to the audience. A Brand Lift Study conducted across Saudi Arabia revealed that 40 percent of viewers recalled the integration, and an overwhelming nine in 10 described it as a natural fit within the storyline.
These perceptions drove meaningful shifts in brand performance:
- Familiarity with Balady+ increased from 41 percent to 51 percent,
- Consideration rose from 56 percent to 69 percent, and
- Preference grew from 13 percent to 19 percent.
Beyond attitudinal changes, real behavioural impact followed. App downloads surged by 17 points, with nearly half of exposed viewers installing Balady+ within the same month.
The campaign’s success was further reinforced through a broader media strategy executed across the MBC network. High-impact advertising, post-production innovations and contextual creative helped amplify the message and sustain engagement throughout the campaign period, ensuring the brand remained top of mind for audiences across the Kingdom.
The campaign demonstrated how strategic storytelling, combined with premium media environments and data-driven creativity, can reshape brand trajectories and drive both perception and performance.
CREDITS:
Client: Balady+
Media partner: MBC Media Solutions (MMS)
