Ithra by Aramco: Inspire your world

Ithra by Aramco, a Saudi Arabian performing arts centre, generated views, reach and impressions by encouraging people to get out of their homes.

Campaign details

Brand: Ithra by AramcoAgency: lLeo Burnett KSARegion: EMEA

Strategy

Objective

For over a year, we lived in lockdown, a state of isolation and a feeling of chronic dullness that never left us.

People were simply feeling uninspired. Ithra, a cultural center like no other, was affected by social distancing, resulting in decreased visits and footfall. With the help of IPSOS, we were able to define people's awareness level of Ithra. People recognized the structure but didn't know that it is a place with a mission to inspire people and a purpose to nurture...

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