Red Bull Mobile’s “Unusual as Usual Ramadan” campaign in Saudi Arabia took on a different approach to engage with local audiences during the holy month of Ramadan.
The campaign, developed in collaboration with Quill, aimed to diverge from traditional themes of family and motherhood by focusing on “individual strength and uniqueness”.
A outlier among usual Ramadan campaigns, Unusual as Usual, however, leaned right into the energy drink’s brand values of excitement and thrills.
The brand also aimed to highlight the changing cultural landscape of the Kingdom.
Saudi Focus: Read more insights, opinions, and work from the Kingdom
It partnered with Saudi athlete Dania Aqeel who is a former Saudi female Motorcycle Circuit Racer and now Rally Racer. Aqeel represented not only how women are breaking barriers in traditionally male-dominated fields in Saudi but also the changing roles and aspirations of Saudi women.
The brand also featured stunt-bike rider Shadi AlDhaheri as part of its campaign to represent the campaign’s message of “individuality and personal achievement”.
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The campaign’s content strategy centered around personal stories and the achievements of these athletes.
The approach also looked at a broader message about embracing uniqueness and breaking away from conventional norms.
The campaign was executed across different digital platforms, including social media channels and the Red Bull Mobile application.
According to Quill communications, the campaign aimed to highlight the brand’s commitment to culturally relevant marketing but also reflected the broader shifts in Saudi society towards embracing new ideas and breaking traditional boundaries.
