Latest news with #MCHGlobal
Campaign ME
29-05-2025
- Automotive
- Campaign ME
Lucid and MCH Global: a Saudi-first story of innovation and momentum
In the heart of Saudi Arabia's transformation lies a story of bold ambition, cultural understanding and future-focused collaboration. American automotive and technology company Lucid, in partnership with experiential marketing agency MCH Global, has forged a unique journey in the region – rooted in purpose, driven by innovation and aligned with the Kingdom's broader vision. Over the past few years, this partnership has grown from a series of high-impact moments to a strategically layered brand presence that speaks deeply to regional audiences. From launching world-class electric vehicles at the Kingdom's most prestigious events to producing emotionally resonant campaigns, Lucid's presence in the region today is both pioneering and personal. Grounded in the Kingdom: A Saudi-first foundation Lucid's regional story began with an intentional, Saudi-first approach. More than just a market, the Kingdom has been a strategic partner in realising the brand's mission of sustainable luxury mobility. That commitment materialised powerfully with the opening of AMP-2, Lucid's Advanced Manufacturing Plant in King Abdullah Economic City – the brand's first manufacturing site outside the US. As the only global EV manufacturer with a facility in the region, the opening marked a defining milestone for Lucid's local and global strategy. 'Being the only EV manufacturer with a production facility in Saudi Arabia underscores our alignment with the Kingdom's sustainability and economic goals,' says Firas Kandalaft, Marketing Director at Lucid Middle East. 'Through this commitment, we're not only growing our customer base but contributing meaningfully to Vision 2030 – driving innovation, job creation and long-term value.' Creating cultural connection: From tradition to transformation Lucid's impact in the region hasn't been limited to infrastructure – it's been felt deeply in culture. A turning point came with the launch of Light the Way – a Ramadan TVC fully shot in the region in 2024. Conceptualised and executed by MCH Global, the campaign combined modern storytelling with traditional values, showcasing Lucid not just as a product, but as a meaningful part of regional life. 'Lucid's storytelling has always honored the market it speaks to,' says Joann Correia, Account Director at MCH Global. 'From a tradition-rooted Ramadan campaign to launching AMP-2, and now creating compelling employer branding content – we've partnered across the full spectrum of brand building, always with purpose and regional relevance.' Platform moments: Lucid at the centre of the conversation Lucid's regional strategy has prioritised high-impact visibility milestones. As a recurring feature at the prestigious Saudi Cup – one of the Kingdom's most prominent annual events – Lucid has used the platform to debut two of its most iconic models. The Lucid Gravity made its Middle East premiere in 2025, introducing the luxury SUV as a family-oriented yet performance-driven vehicle. The brand also unveiled the exclusive, one-of-one Lucid Sapphire in 2024 – its ultimate high-performance model – in a private setting, further cementing Lucid's position as a leader in luxury and innovation, and resonating with elite audiences. Each moment was not just about product – it was about positioning Lucid as a lifestyle and innovation leader in a fast-evolving regional market. The agency's focus remained on creating immersive, product-focused experiences that delivered on media resonance. These events were also accompanied by the opening of the Lucid Studio in Dubai in 2024, expanding the brand's physical presence and offering authentic experiences to a growing audience across the GCC. Partnerships that propel the future Lucid's strategic outlook continued to evolve with the signing of a landmark agreement with Riyadh Air – a move that signaled the brand's intention to collaborate across industries in driving the future of sustainable mobility. MCH Global has supported this narrative, ensuring that Lucid's vision comes to life through experiences, campaigns, and environments that resonate with high-impact stakeholders while building broader market share and brand equity. Looking ahead: The next chapter for Lucid As Lucid ramps up Phase 2 of AMP-2, the momentum continues. The brand's multi-year collaboration with MCH Global reflects a unique blend of strategy, storytelling and cultural fluency – positioning Lucid not only as an EV brand but as a force shaping the future of sustainable living in the region. Kandalaft concluded 'Our journey in Saudi Arabia is only just beginning. We're building something enduring – not just in manufacturing or mobility, but in how people relate to what a brand like Lucid can represent here.'
Campaign ME
29-04-2025
- Business
- Campaign ME
Time is the currency of experiences
In an era where time is increasingly precious, the rise of agentic artificial intelligence (AI) – intelligent systems that autonomously handle tasks, make decisions and adapt to real-time needs – will revolutionise how people live. By freeing individuals from mundane chores, agentic AI creates more opportunities for adventures, experiences, connection and engagement, generally, and also with brands. Agentic AI is transforming daily life by taking on repetitive tasks that eat away at our time. For the everyday person, these systems can manage schedules, handle shopping lists, or even book travel itineraries, saving hours that would otherwise be spent on logistics. Gartner predicts that by 2028, 15 per cent of day-to-day decisions will be made autonomously by agentic AI, up from near zero in 2024. This liberation from routine tasks means more time for people to immerse themselves in meaningful experiences – whether attending festivals, exploring pop-up activations, or connecting with brands at conferences. For experiential agencies, this is our moment to shine, because more free time means more chances to create moments that stick. 'When people are freed from planning, seeking and managing, they have more capacity to conquer, enjoy and engage.' Yet, having more free time doesn't automatically translate to deeper brand engagement. It's something our creative and strategy team has been deliberating and we're calling it the 'Experience Paradox': in a world where people are constantly immersed in experiences – from scrolling social media to attending live events – it takes something extraordinary to break through the noise. Brand experiences in the region must leverage bold, innovative storytelling to stand out, particularly in a young, dynamic market eager for meaningful connections. This paradox demands that experiential marketing delivers not just occasions, but culturally relevant, emotionally charged moments that linger long after the lights dim. At MCH Global, we've seen how culturally resonant work can cut through this clutter. Our collaboration with the Sharjah Light Festival transformed public spaces into mesmerising canvases, blending art and technology to captivate diverse audiences. Similarly, our work with Coca-Cola Europe crafted immersive activations that celebrated shared values, while our projects with Ford delivered high-octane, adrenaline-fueled experiences tailored to the region's love for automotive culture. These initiatives succeed because they understand cultural nuances, ensuring every moment feels authentic and impactful. The convergence of agentic AI and the Experience Paradox underscores a profound truth: time is the currency of experiential marketing. When people are freed from planning, seeking and managing, they have more capacity to conquer, enjoy and engage. This creates a virtuous cycle for brands. More time spent with brands translates into deeper connections, stronger advocacy and measurable return on investment. However, the challenge lies in crafting experiences that stand out in a crowded landscape. The AI agent market is projected to grow from $5.29bn in 2024 to $216.8bn by 2035, reflecting the transformative potential of AI in freeing up time for consumers, which brands can capitalise on. The future of brand experiences will play on seizing these newly created moments of consideration. As general AI use hands people back their time, brands have a golden ticket to engage them with bold, unforgettable experiences that cut through this Experience Paradox and open doors towards a new wave of possibilities. By Uli Stanke, Managing Director, MCH Global, Dubai
Campaign ME
05-04-2025
- Entertainment
- Campaign ME
Campaign's Creative Faces to Watch 2025 – Houzaifa Jandali, Sr. Experiential Designer, MCH Global
Campaign's Creative Faces to Watch 2025 – Houzaifa Jandali, Sr. Experiential Designer, MCH Global Campaign's Creative Faces to Watch 2025 – Houzaifa Jandali, Sr. Experiential Designer, MCH Global Age: 30 Nominated by Saheba Sodhi, Head of Strategy: Houzaifa is one of the core members of the studio at MCH Global. His mastery of spatial storytelling, journey mapping and scenography has contributed to some of our best work at the agency. From large-scale events to intimate brand moments, his designs are rooted in both creativity and the desire to push the envelope. With a keen eye for detail, his passion, his problem-solving skills and his collaborative way of working, I cannot wait to see the heights that Houzaifa will reach! Career highlights A Senior Experiential Designer with over a decade of experience in the Middle East and GCC, specialising in creating immersive brand experiences for global names like PlayStation, FIFA, Amazon, Harper's Bazaar, LEGO, Adidas, and BMW. From large-scale activations to exhibitions and retail environments, I design impactful spaces that blend creativity with strategic execution. I worked on the PlayStation 5 launch in GCC and contributed to major events like Icons of Porsche. Recognised as Designer of the Year 2020 by ITP Media Group, I am passionate about pushing the boundaries of experiential design while continuously advancing my expertise in Art & Design. Guiding principles I believe in creating immersive and meaningful brand experiences that leave a lasting impact. Innovation and pushing creative boundaries drive my work, while attention to detail and strategic execution ensure every project's success. Adaptability, problem-solving, and collaboration are key to delivering visionary concepts that connect with audiences and elevate brands. Side hustle I'm focused on integrating AI, VR, and AR into my design process, constantly exploring new technologies to enhance client presentations. By learning these cutting-edge tools, I aim to create innovative, immersive experiences that not only elevate the design but also offer new ways to present our work effectively to clients. Go back to main article: Campaign's Creative Faces to Watch 2025
Campaign ME
19-02-2025
- Automotive
- Campaign ME
Icons of Porsche: the art of evolution
1/7 Icons of Porsche When Icons of Porsche debuted in 2021, it set out to reconnect the classic car community through a celebration of legacy, passion, and shared experiences. By 2024, the festival had evolved into an icon of the region's experiential landscape, with its fourth edition depicting the delicate balance between honoring tradition and embracing change. For those of us shaping this journey, it wasn't just about organizing a festival – it was about reimagining an institution while preserving its essence. At its core, Icons of Porsche 2024 represented a symbolic 'crossroads' – a meeting point between past glory and future ambition. This narrative informed every creative decision. By weaving the electric car models into the very fabric of the festival, rather than treating them as an afterthought, we created a cohesive story that resonated emotionally with both long-time Porsche enthusiasts and curious festival-goers. For MCH Global, this wasn't just a car exhibition; it was a living storybook. Each thematic zone offered a new chapter: the Performance Paddock highlighted Porsche's motorsport legacy, while the Dreamers Playground celebrated artistry and imagination. Our goal was also to honour Porsche's heritage – a narrative rich with 50 years of Turbo models – while seamlessly integrating its forward-looking ambitions with electrified models like the Taycan and Macan in the Electric Avenue. The interplay between heritage and innovation turned the festival into an immersive world, a Porsche universe that bridged generations and demographics. This ensured that loyalists could revisit their favorite festival elements, while new audiences discovered something inspiring and different. Art curation played a pivotal role in the festival's identity. Commissioned murals and CGI animations celebrated the fusion of Porsche's history and its electrified future, turning every corner of the festival into an photo-worthy moment. Collaborating with artists allowed us to bring diverse perspectives into the festival's narrative, amplifying its cultural relevance and emotional resonance. Bringing together international and regional artists together ensured that the art was diverse, had a local twist to it and created emotional impact. Reinventing Icons of Porsche required pushing design and execution boundaries. The spatial layout masterfully told a cohesive story across six thematic zones, each with a unique aesthetic and purpose. Months of planning went into creating modular structures for viewing platforms, Porsche displays, and interactive zones, prioritizing efficiency and reusability. The build combined advanced engineering and smart design, with scaffolding as a core element, and was completed in just 10 days through meticulous pre-planning and cross-team collaboration. Another layer of complexity was in balancing entertainment with business objectives. Icons of Porsche celebrates the brand; but also drives measurable results. In 2024, the festival served as a multi-launch platform, hosting world and regional premieres that captured global attention. Beyond showcasing cars, we created moments that translated directly into commercial success, with onsite Porsche Lifestyle sales rising by 45 per cent and media reach exceeding 27 million. The biggest success of the festival lies in its deep resonance with the community. Icons of Porsche has always been more than a festival; it's a platform for building communities. We tapped into Porsche's vast network of regional clubs, bringing together 45 Porsche communities and over 950 cars from across the Middle East. This created a sense of belonging, a shared passion that united attendees across generations and backgrounds. This wasn't just an event for Porsche owners; it was a cultural moment for the Middle East. Our in-depth understanding of Porsche's brand evolution allowed us to create an experience that felt relevant on a global scale while remaining deeply rooted in the region's culture. The 2024 edition exceeded expectations, drawing over 28,400 attendees and achieving record-breaking social engagement. Icons of Porsche 2024 is a testament to the power of experiential marketing. It's a reminder of how deeply we understand this craft and how confidently we can own it. By creating experiential value for communities, curating meaningful art and storytelling, and executing with precision and creativity, we turned a festival into a cultural phenomenon. And as we look to the future, one thing is clear: the evolution never stops. By Senka Music, Creative Director, MCH Global
