"Made in Saudi Arabia" is an initiative by the Saudi Exports Authority that celebrates, enhances, and grows Saudi industries. The name "Made in Saudi Arabia" gives you a sense of pride as a Saudi, symbolizing actions built on success.

Successes crafted by Saudi hands and Saudi brands.

For Saudi National Day 91, the voice of Saudi industries needed to be heard and expressed the identity and importance of Saudi-made products. Amidst the flood of advertisements and campaigns on National Day, we wanted to distinguish our campaign with a different approach, relying on a communication strategy focused on Saudi exports.

We analyzed hundreds of National Day ads through detailed research over six years, which led us to the conclusion that while everyone celebrates local products on National Day... What about celebrating globally?

From here, we built the strategy using a four-step analysis starting with the problem and leading to the strategic solution. We reinforced the strategy with a powerful communication message: Stop thinking locally... Think globally.

We said: As Saudis, we’ve been refining the success of oil for 90 years... It’s not hard for us to repeat our successes.

From the communication message, we moved on to planning. We studied the time factor because timing is crucial in National Day campaigns, and to distinguish our campaign and make a difference...

We went beyond the time limit and let the campaign extend beyond the National Day itself. It stretched for a month ahead, with widespread activations that encouraged the successful makers from Saudi industries to replicate success in every sector.

We took the campaign strategy from paper to execution, starting with the first communication tool, the campaign video, where we said:

"Since the discovery of oil, we have refined it... Why not repeat something else? Let’s repeat our successes!"

In the main video, we said: "Be strong and steady, don't stray. Start from our land to theirs, showcase our culture, our present, our future, and our industries. Let them try everything Saudi. Don’t let boundaries limit you, and be global!"

The campaign video was an integral part of a well-thought-out communication strategy. We analyzed the reality of National Day ads, the trends within them, their timing, frequency, ideas, types, and the topics they covered. One of the key outcomes of the strategy was positioning "Made in Saudi Arabia" as a Saudi company that celebrates and supports Saudi industries both within the Kingdom and abroad, encouraging them to export.

What contributed to the success of the campaign and its strategy was the collaboration of successful Saudi companies with "Made in Saudi Arabia". We conveyed our message and shared it in their language. We said to Camel Step, Kingdom dates, the Saudi transformers and Rajhi Steel, to Herfy and Almarai,
"Feed them in their schools and homes," and to Abdul Samad Al Qurashi, "Let them smell the fragrances of Saudi Arabia."

We told all Saudis: "Let’s export our industries to the world. Let’s unite and repeat our successes."

"Repeating our successes" made an impact, and "Made in Saudi Arabia" promoted the campaign and highlighted the participants from the successful industries and the organizations involved. The name "Made in Saudi Arabia" resonated on National Day and beyond, and the results were a true testament to this success.

"Repeating our successes" was the outcome of a detailed and meticulously planned creative strategy. It took the campaign to a whole new level and extended the lists of successes.