Celebrating Saudi Arabia’s 92nd National Day in the Metaverse

  • ClientKing Abdulaziz Foundation for Research and Archives
  • TypeCreative public relations campaign
  • Year2022

Challenge / ask

The goal was to celebrate Saudi Arabia’s 92nd National Day by engaging the tech-savvy youth and unifying the diverse regions of the Kingdom.

The challenge was to integrate technology with tradition in a way that would resonate globally, highlighting the Saudi culture while reaching a broad audience.

Approach

Our approach centered around creating a compelling narrative that aligned with Saudi Vision 2030. We crafted a story of cultural preservation and innovation, showcasing the rich Saudi heritage through the cutting-edge medium of the Metaverse. The experience also featured exclusively tailored Saudi national attire, created and inspired by the different regions of the Kingdom. The campaign involved: Communications strategy: Developed a compelling narrative that positions Saudi Arabia as a forward-thinking nation blending technology with cultural heritage.

Bespoke content development: Tailored content to resonate with local and global audiences, especially Gen Z and technology enthusiasts, distributed via traditional channels, social media, and digital news platforms. Media outreach: Pitched the story to local, regional, and international media, securing key interviews and leveraging the Metaverse to generate excitement. Digital push: Enhanced the campaign’s reach through social media engagement, amplified by influencers and news outlets.

Results

The impact of the campaign exceeded expectations and resonated far and wide:
Binance, a leading cryptocurrency exchange, amplified the message in three languages.
Tech-savvy X accounts and news outlets organically and enthusiastically shared the campaign.
Multiple leadership team interviews, spreading the vision widely.
Extensive global media coverage.

  • Organic media impressions

    150M+

  • Event attendees across 14 markets

    22K+

  • Increase in social media mentions

    1,100%

  • Minutes average stay

    15

Celebrating Saudi Arabia’s 92nd National Day in the Metaverse