BACKGROUND
In 2018, Women started driving again in Saudi.
INSIGHTS
Extend was tasked to create a campaign to amplify driving and encourage as many Saudi females as possible to start driving.
SOLUTION
Meet Um Saud,
Extend created a character of an elderly mother appropriately named “Um Saud” that personifies the mother of all Saudis, and launched a video shot by a mobile.
RESULTS
10M+ Visitors in 72 hours
3.2M Video views
