Industry experts behind the latest Diriyah Season campaign, a regional first utilising TikTok Out of Phone (OOP), talk about how collaborative campaigns are shaping the future of advertising trends in the Kingdom and beyond.
HOW DO YOU DEFINE TRUE INNOVATION FOR SAUDI ARABIA?
In our industry, ‘innovation’ is a buzzword that’s thrown around a lot, but often falls short in practice. Every conversation and project request seems to demand innovation, but most of the time, it doesn’t deliver. Let’s break it down: there’s basic improvement, which some might call innovation, and then there are big ideas that never actually happen.
True innovation, in my opinion, is about making things happen. It’s about coming up with new ways to do things that work and generate results. Our Diriyah Seasons campaign is a great example. By fusing TikTok with OOH, we reached more people in Riyadh and got some serious attention.
Nadeem Ibrahim, Head of Digital, UM KSA
HOW HAS DIRIYAH SEASON INNOVATIVELY ENGAGED DIVERSE AUDIENCES IN SAUDI ARABIA TO ENHANCE ITS BRAND APPEAL?
Diriyah Season has adeptly navigated the balance between targeted engagement and mass appeal by leveraging innovative strategies. Through tailored experiences and culturally rooted programming, it has captured the attention of various demographic segments, from local communities to international tourists.
By embracing technology and social media platforms like TikTok, Diriyah has further broadened its reach engaging younger audiences and tapping into global trends. This multifaceted approach not only enhances Diriyah’s brand appeal but also fosters a sense of inclusivity and cultural exchange.
Moving forward, collaborative efforts signal a promising direction for Saudi Arabia’s innovation landscape, hinting at a future where technology and creativity converge to shape transformative experiences and trends.
Nawaf Rajeh, Director of Marketing, Diriyah
WHAT ROLE DOES A SOLUTION LIKE TIKTOK OOP PLAY IN AMPLIFYING THE UNTOLD STORIES OF SAUDI TO NEW AUDIENCES?
TikTok’s OOP advertising solution, exemplified by the Diriyah campaign, revolutionises brand storytelling beyond ‘‘True innovation, in my opinion, is about making things happen” mobile screens. Leveraging TikTok’s popular format, OOP offers a fresh avenue for engaging audiences.
With TikTok’s reputation for immersive experiences, OOP ensures heightened attention and engagement, tapping into real-life footfall. Brands capitalise on creator-led media for enhanced resonance and competitive advantage in out-of-home advertising.
OOP bridges digital and physical realms, elevating brand recall through tactile experiences. Its versatility fosters an omni- channel approach, harmonising online and offline brand narratives. While ensuring brand safety, OOP presents a strategic evolution for brands to innovate and thrive in a dynamic market, aligning with TikTok’s broader vision of redefining social engagement.
Mario El Feghali, Head of Travel & Tourism -MENA, TikTok
