The campaign
Introduce a retail brand nobody had heard of, in the four weeks before its first store opened, to an audience that drives the same routes every day.
The brief was a cold start. A retail group with no presence in the market was opening its first Riyadh store, and the only thing working in its favour was that the site sat on a road its future customers already used twice a day.
We treated the four weeks as two campaigns rather than one. The first fortnight carried the name alone, large and repeated, with no offer and no date — enough exposure that the word stopped reading as unfamiliar. The second fortnight added the opening date, by which point the hoarding on the building itself had come down and the two were reinforcing each other.
On site
The campaign in place
Riyadh
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The execution
What we put on the street
We placed the campaign on the corridors that carry the store's own catchment, and changed the creative twice: name recognition first, then the opening date once the fit-out was visible from the road.
Where it ran
- King Fahd Road — northbound unipole
- Olaya Street — retail district MUPI run
- Northern Ring Road — approach to the store
Campaign highlights
14
Screens
4
Weeks on air
2
Creative phases
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