Social amplification

 

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