Nissan participated today in Dubai Lynx, the international festival of creativity, where the automaker shared its #SheDrives campaign that engaged with Saudi women following the decision to grant licenses.
“A series of events have caused a societal shift in the role Saudi women play over the years. This shift has been further accelerated with Saudi Vision 2030 leading to higher women employment rates and recently lifting the ban on women driving effective June 2018. For years, brands have been struggling with the polarity found between existing mindsets in the Kingdom, leaving marketers and brand owners alike often opting for 'safe routes' when communicating with Saudi women,” Dajani said. “It is time for brands to rethink their communications approach in the Saudi market. Our #SheDrives campaign illustrates how brands can play an impactful role in the lives of Saudi women.”
Given the interest today in women’s rights across the world, the video was timely and meaningful far beyond Saudi Arabia’s borders, and for that reason all markets in which Nissan operates drove the story on their channels. Content was provided in Arabic, English, French, Spanish and Japanese.