Latest news with #Saudi-first
Campaign ME
5 days ago
- 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.'
Syyaha
25-05-2025
- Business
- Syyaha
Buildnow is Now Aajil: A Bold New Chapter Empowering Saudi Businesses with Speed, Trust, and Growth
Riyadh, Saudi Arabia, 25th May 2025: Buildnow, the Saudi-born pioneer in Micro and Small to Medium Enterprise (SME), 'Buy Now Pay Later' (BNPL) solutions, proudly announces its rebrand to Aajil (عاجل), an Arabic word meaning urgent or immediate. This change shows how the company is growing beyond one sector, helping small and medium businesses across Saudi Arabia access the support they need to scale. The rebrand underscores Aajil's commitment to national roots, speed, and modernity, which means delivering bold, agile solutions that meet the evolving needs of Saudi entrepreneurs in a digitally connected, fast-paced economy. Aajil: More Than a Name, A Local Symbol of Speed and Empowerment The name Aajil was chosen deliberately for its immediacy, local familiarity, and deep emotional resonance in Saudi Arabia. It reflects the company's brand values of urgency, agility, clarity, credibility, and empowerment, and positions Aajil as a true Saudi-first brand. 'Aajil not only demonstrates the speed at which we operate, but also our deeply rooted connection to the Kingdom, our clients, and the pace of progress under Vision 2030. This is more than a rebrand; it's a reaffirmation of our mission.' – Abdulla Sheikh, Chief Executive Officer of Aajil The logo design, set entirely in Arabic, is more than text. It is an iconic brandmark that is clean, purposeful, and aesthetic in its modern Arabic typography, with design lines that visually represent motion, flow, and responsiveness. This elegance in the form matches the elegance in function of Aajil's digital-first platform. With minimalist symmetry, sharp ascenders, and flowing curves, the logo serves as a wordmark and a visual identity. It signals strength, clarity, and a strong leap into the future of Saudi fintech. A Strategic Shift with a Wider Mission While we began our journey focused on construction under the Buildnow brand, we've seen growing interest from various sectors. This is a clear signal that the need for smarter payment solutions extends far beyond building materials. With automated approvals in under 48 hours, minimal documentation requirements, and access to hundreds of verified suppliers, Aajil is built for scale. This rebrand reflects that evolution and reinforces the message that Aajil is: ● Sector-agnostic: Built for all businesses that value speed, liquidity, and growth.● Locally rooted: A homegrown Saudi company with local understanding and national relevance. ● Growth-driven: Focused on real business outcomes, including cash flow optimisation, project acceleration, supplier flexibility, and procurement ease. 'Our ambition is to become the go-to digital platform and partner for every growth business in the Kingdom. Aajil is for builders, makers, traders, and innovators. Aajil is their ally.' – Hisham Al Saleh, Co-founder of Aajil Powering Micro & SME Growth at Scale With over SAR 250M+ in transactions, 110+ clients, and 400+ supplier partnerships, Aajil offers powerful, digital-first BNPL solutions: ● BNPL (Buy Now, Pay Later): Access credit lines of up to SAR 2 million, with repayment terms of up to 6 months and approvals in less than 48 hours.● Procurement Services: Discounted sourcing, cash flow optimisation, and seamless fulfillment. ● Multi-sector reach: Serving sectors from steel and construction to pharmaceuticals, food imports, and industrial supplies. Whether a micro business in Madinah importing medical devices or a trader in Dammam managing FMCG stock cycles, Aajil is built to serve with speed and clarity. 'Aajil is not just a rebrand. It's a statement of intent. We're building the growth engine for Saudi entrepreneurs, micro-enterprises, and SMEs' – Rahat Dewan, Co-founder of Aajil As part of the core mission linked to its rebrand, over the coming few months, Aajil will be launching new innovative products and solutions. This will include products aimed specifically at the massive yet underserved segment of Saudi micro-enterprises, and services to enable safer and efficient trade between businesses across Saudi Arabia. For more information's, please visit
Campaign ME
04-03-2025
- Business
- Campaign ME
Cracking the Saudi consumer code: what global brands get wrong
For years, global brands have entered Saudi Arabia with a simple playbook: translate the tagline, swap in local imagery, and assume what works elsewhere will work here. But as Saudi Arabia undergoes a seismic transformation under Vision 2030, this outdated approach is no longer enough. The Saudi consumer is evolving fast, and brands that fail to adapt risk being left behind. Myth #1: Saudi consumers are one homogeneous group One of the biggest misconceptions is treating Saudi Arabia as a single, huge market. The reality? The kingdom is a complex mix of regions, dialects and generational attitudes. What resonates in Riyadh may not land the same way in Jeddah or Dammam. Adding to this complexity is the growing expat population. As Saudi Arabia continues to open up, its workforce is diversifying, and with it, consumer expectations are shifting. The traditional Saudi audience remains vital, but brands must also recognise the needs of a rising expat community that influences market trends. Younger Saudis – many of whom have studied abroad or grown up consuming global media – are also redefining expectations, demanding more than just surface-level localisation. Successful brands don't just translate; they trans-create, ensuring their messaging aligns with local humour, traditions, and values while still feeling fresh and modern. Myth #2: Sports and entertainment are just side strategies With Saudi Arabia investing heavily in sports and entertainment as part of Vision 2030, these industries are no longer just add-ons for marketers – they're central to consumer engagement. The Saudi Pro League's rise, backed by high-profile player signings, has turned football from a passion into an economic powerhouse. Fans aren't just spectators; they are highly engaged digital communities, shaping conversations and influencing brand perceptions. And it's not just local leagues – Saudi Arabia is set to host the FIFA World Cup in 2034, further cementing sports as a key pillar of its national transformation. This is a massive opportunity for brands, but only if they go beyond traditional sponsorships. Consumers expect brands to contribute meaningfully to the experience, whether through fan-driven content, localised storytelling or immersive digital activations. Myth #3: Local adaptation is optional Brands that assume Saudi audiences will embrace global campaigns without adaptation are in for a wake-up call. The kingdom is experiencing a surge in national pride, with a renewed emphasis on Saudi-first narratives in everything from fashion to food to media. Take the film industry as an example. Just a few years ago, cinemas were non-existent in Saudi. Today, locally produced films are competing with Hollywood blockbusters, reflecting a hunger for homegrown content. The same trend is playing out in advertising – consumers gravitate toward campaigns that feel authentically Saudi, not repurposed global ads with minor tweaks. Myth #4: Digital is just an extension of traditional marketing Many brands entering Saudi Arabia still treat digital platforms as secondary to traditional advertising. In reality, Saudi consumers are among the most digitally engaged in the world – and they expect brands to meet them where they are. Saudi Arabia has one of the highest social media penetration rates globally, with platforms like Snapchat, TikTok, and X (Twitter) dominating daily life. E-commerce is booming, fuelled by a digitally savvy population that expects seamless, mobile-first shopping experiences. Live shopping, social commerce, and interactive content are gaining traction, making it essential for brands to think beyond static digital ads. The days of simply repurposing TV commercials for social media are over. To succeed in Saudi, brands must adopt a digital-first mindset, leveraging influencers, immersive storytelling, and real-time engagement strategies. How brands can win in Saudi Arabia So, what's the key to breaking through? 1. Invest in deep cultural understanding: Move beyond demographics and understand the 'why' behind consumer behaviour. 2. Go beyond translation: Language matters, but cultural context matters more. 3. Leverage sports and entertainment: They are now mainstream platforms for engagement, not side activations. 4. Embrace national pride: Work with Saudi talent, creators, and communities to craft authentic narratives. 5. Think digital-first: Meet Saudi consumers on the platforms they engage with daily, and leverage interactive, mobile-first experiences. Saudi Arabia's marketing landscape is changing at a record pace, and brands that evolve with it – rather than assume old strategies still work – will be the ones that thrive.
