Nissan Saudi Arabia: #Shedrives

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Campaign details

Advertiser: Nissan Saudi ArabiaBrand: Nissan Saudi ArabiaAgency: TBWA\RAAD DubaiCountry: Saudi Arabia

Objectives

Crown Prince Mohammed bin Salman is intent on reforming and modernising Saudi Arabia, from a societal, cultural and economic point of view. Given the collapsing oil prices alongside the economic and social demands of and an exploding youth population, he's convinced the time is now.

His Vision 2030 strategy aims to repudiate both the nation's dependence on oil and its support of religious fundamentalism. One of the biggest tenets of his audacious plan is to stop the marginalisation of...

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