Latest news with #Kijamii
Campaign ME
24-06-2025
- Business
- Campaign ME
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, 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
Campaign ME
21-05-2025
- Business
- Campaign ME
Daftra launches first brand awareness campaign with Kijamii
Daftra, an Saudi-based ERP platform, has launched its first official brand awareness campaign to reintroduce itself not just as a finance tool, but as a comprehensive, end-to-end business management solution. Developed in partnership with Kijamii, the campaign aims to reshape public perception and drive awareness of Daftra's full capabilities across sales, invoicing, HR, inventory, and beyond. The strategy was built around a core insight: while Daftra had strong brand equity in the finance category, many potential users weren't aware of the full range of tools available on the platform. To bridge that gap, the campaign focused on relatable personas and everyday business scenarios, designed to resonate with entrepreneurs, managers, and business owners navigating operational complexities. Through comedic every-day office challenges, such as logging overtime, raising requests and more, Daftra positions itself as the ultimate solution to business operations. The result was a series of three hero videos and corresponding 30-second cutdowns, each showcasing how Daftra simplifies various aspects of work life – delivered through humour, authenticity, and clear product storytelling. Distributed across YouTube and social media, the campaign leveraged high-visibility platforms to maximise awareness, reaching over 10 million views on YouTube alone within weeks of launch. 'Our mission was to create a campaign that's product-focused without being overly technical,' said Moataz El-Zeidy, Associate Creative Director at Kijamii. 'By telling real, everyday stories through a culturally relevant lens, we helped shift the perception of Daftra from a niche finance tool to an indispensable platform for running a business.' 'This campaign marks a pivotal moment in Daftra's journey as a leading technology brand,' said Mohammed Saleh, Head of Marketing at Daftra. 'Our goal was not just to boost awareness, but to reshape the way people perceive ERP platforms. Daftra is more than a software – it's a comprehensive ecosystem built to power the growth of modern businesses. With Kijamii's creative excellence, we've delivered a message that reflects our scale, ambition, and commitment to innovation.' The campaign ran over a three-month period, with upcoming phases focused on deeper product education and user onboarding. Early feedback reflects strong positive sentiment, particularly around how the campaign successfully broadened understanding of Daftra's complete service offering. Credits: A Kijamii Creative Production Group Account Director: Yara Ali Account Director: Dalia Ashraf General Manager: Ahmed El Gendy ECD: Zeyad Salem ACD: Moataz M. El-Zeidy Senior Copywriter: Ayman Al Naqeeb Art Director: Eslam El-shaer Studio Manager: Marwan Soliman Animator: Yomna Salah Colorist: Hisham Ammar Director: Omar Boray DP: Muhammed Ebrahim Production Designer: Ahmed Shabaan Stylist: Amna el Shandawely 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
