Ring makes Saudi debut with an emotionally-driven 360° campaign
Smart security brand Ring by Amazon has officially launched its first full-scale campaign in Saudi Arabia, marking a strategic move to tap into one of the region's most promising smart home markets. Developed by Kijamii, the campaign – titled 'للمهم أقرب' (Keeping You Close to What's Important) – aims to reposition Ring as more than a security device. Instead, the campaign presents it as a vital everyday companion, one that delivers peace of mind, convenience, and emotional connection in the context of modern Saudi life.
Building cultural resonance for Ring
Backed by original insights from Kijamii's Consumer Insights team, the creative strategy consciously steers away from fear-based messaging. Instead, the brand narrative focuses on 'life's meaningful moments' – whether that's watching your children return home, greeting a loved one, or knowing that your home and belongings are protected.
'Launching Ring's first campaign in Saudi Arabia was about more than just market entry; it was about crafting relevance,' said Yara Ali, Group Account Director for Saudi Arabia. 'From the start, our approach focused on understanding the evolving dynamics of Saudi households and how technology fits into their everyday lives.'
Ali's comments reflect a broader strategy to tap into real-world usage: the campaign identified two key drivers for purchase – providing reassurance for parents and securing valuable property. These insights informed a story rooted in emotional value, not fear, positioning Ring as a connector rather than just a monitor.
Rollout and results
The campaign's visual content – a hero film, authentic photography, and product-led storytelling – was distributed across social media, Amazon.sa, digital platforms, and a nationwide OOH campaign in key cities including Riyadh. The visuals portray familiar Saudi domestic life, with a cast reflective of the local population and real-life situations.
Kijamii also led a multi-phase influencer engagement strategy, bringing in creators whose storytelling felt genuine and personal. A second wave of influencer content is currently underway.
'We flipped the narrative from fear to warmth, from surveillance to connection –making security feel human, relatable and part of everyday life,' said Moataz El-Zeidy, Associate Creative Director for Saudi Arabia.
The campaign has already generated more than 4 million views across digital and social platforms, with further performance insights expected from an ongoing in-market impact survey. As the campaign continues through 2025, Ring is set to roll out additional content phases, including Eid promotions and extended influencer partnerships.
With this debut campaign, Ring by Amazon signals its long-term investment in the Kingdom — not only by entering the market, but by doing so in a way that reflects the culture, habits, and emotional rhythms of its people.
Credits:
A Kijamii Creative Production
Account Director: Dalia Ashraf
Group Account Director: Yara Ali
General Manager: Ahmed El Gendy
ECD: Zeyad Salem
ACD: Moataz M. El-Zeidy
Senior Copywriter: Ayman Al Naqeeb
Art Director: Eslam El-shaer
Senior Graphic Designer: Mohamed Ezzat
Colorist: Hisham Ammar
Kijamii Studio Manager: Marwan Mootaz
Director of Consumer Insights: Noor Hussam Suleiman
CI Analysts: Youssef Kassab Menna Magdy
Studio Manager: Marwan Soliman
VFX Artist: Mohamed Hesham
Motion Designer: Ahmed Elmesery
Editor: Karim Hani
Jr. Editor: Rana Khaled
Director: Ahmed Moftah
DP: Muhammed Ebrahim
Production Designer: Ahmed Shabaan
Stylist: Ahd Eissa
2nd Unit Director: Malek Alaa
2nd Unit DP: Hagar
Executive Producer: Ahmed Ezzat
Producer: Aya Diab
Head of Production: Waleed Abdelsalam
Production Manager: Ahmed Essam
Line Producer: Monica
Assistant Producer: Kareem Mahmoud
Post Producer: Hisham Junior
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