How brands are celebrating Saudi National Day

Short Url
Updated 24 September 2020

How brands are celebrating Saudi National Day

RIYADH: The 90th Saudi National Day is one of pride and celebration not only for the people of the Kingdom – but brands too. From offering discounts, to musical playlists, and social media events, here’s how brands are joining in:

Amazon.sa

In celebration of National Day in Saudi Arabia, Amazon.sa is running a sale until Sept. 26 offering discounts of up to 70 percent. It represents the first National Day sale for Amazon.sa, which launched earlier in the year for customers in the Kingdom.

Careem

Careem KSA is celebrating by offering people getting engaged on its social media platform a chance to win gold bars and coins.

Twitter

With current circumstances changing the way people celebrate, and to mark the Kingdom’s 90th National Day, Twitter launched a 90-minute trivia quiz via its @TwitterMENA account in the region. The virtual celebration challenges people on their knowledge about the Kingdom, from historical moments and culinary arts, to hidden gems and sporting prowess.

Twitter teamed up with a series of Saudi experts, covering a wide range of sectors including travel, food, history, entertainment, education, and sports.

The experts, including Abdullah Al-Jumah (@AAlJumah), Abdul Aziz Alyami (@azeez000a), Dr. Bandar Alghamiz (@BAlghmaiz), Bader Al-Fouzan (@B_alfouzan), Malk Alsulaimy (@ARCH1993), and Abdulelah Alfares (@AbdulelahAlfars), also supported the campaign by sharing hints and insights about the topics.

In addition, Twitter has created an emoji of the Saudi flag that is triggered whenever the following hashtags are tweeted throughout the month of September: #SaudiNationalDay; #SaudiNationalDay2020; and #SaudiNationalDay90.

A dedicated event page in both Arabic and English will also be launched, providing people with real-time updates on activities, including videos and Moments (collections of tweets). The event page will be accessible through either the Twitter Explore section or on top of people’s timelines, for those who have already engaged with #SaudiNationalDay content on Twitter. Alternatively, people can find the page by searching Saudi National Day on Twitter.

Snapchat

To celebrate the 90th Saudi National Day, Snapchat’s official lens creator, Fahad Mutlaq, has created an anti-reflection (AR) lens that allows Snapchatters to celebrate the event even when physically apart, giving them the chance to share cool snaps while celebrating at home.

Abdulla Al-Hammadi, regional business lead at Snap Inc., said: “We are committed to bringing AR experiences to Snapchatters in the KSA. Given the exceptional times that the world is going through due to the COVID-19 pandemic, this lens comes to provide our community in Saudi Arabia with the chance to express their love for their country while they are celebrating National Day.”

Mutlaq said: “Creating an interactive lens that allows Snapchatters to celebrate this occasion from home, using the Kingdom’s official National Day slogan, colors, and logo, has been an absolute honor.

“By leveraging the power of AR, Snapchat has been bringing exceptional experiences to Snapchatters in the Kingdom, allowing them to create memorable, interactive moments on unique occasions such as the Saudi National Day.”

Emirates NBD

The 90th Saudi National Day comes amid a challenging year on all levels. Emirates NBD wanted this film to act as a thank you letter on behalf of all Saudis to those who have helped the Kingdom reach its 90th National Day safely – the heroes who have relentlessly and responsibly worked behind the scenes hand-in-hand with the government to ensure people’s safety, making the Kingdom a safe land full of blessings.

The film celebrates Saudi National Day through an emotional script, written in a poetic way and complemented by a musical score that goes along with a compilation of footage showing people and scenery from throughout the Kingdom.

Deezer

The global music streaming service Deezer launched a campaign called “Let’s sing for the homeland,” inviting all music fans to use a specially designed online feature to nominate songs that best express the love that people have for the Kingdom.

The final compilation of songs, unveiled on Saudi National Day under the banner “Saudi Flow: Le Noghani Lel Watan,” offers a unique musical experience created by music fans and curated by Deezer to celebrate the country. The campaign aims to bring the nation closer together through music.

Tarek Mounir, Deezer CEO for the Middle East, North Africa (MENA), and Turkey said: “We want every music fan to be able to celebrate their love for this beautiful and spirited country. We have imagined ‘Let’s sing for the homeland’ as a place where people can come together as one, united by music.

“Saudi Flow will reflect the nation’s musical DNA. I would like to invite everyone to join the online celebrations and create the nation’s first flow.”

Saudi Flow has been inspired by Deezer’s signature feature Flow, which is based on a proprietary algorithm and recommendations from its professional music editors. It offers an endless mix of old favorites and new recommendations in one ever-evolving stream.

While Deezer’s algorithm is responsible for presenting every listener’s personal preferences, the flow of a whole country should reflect the preferences of its people, but it is still supported by Deezer’s editors and technology.

Join the celebrations today and nominate your song by visiting http://nationaldayplaylist.com.

Ithra

As national identity remains resolute in the face of a global pandemic, Ithra, the King Abdul Aziz Center for World Culture, is proud to celebrate Saudi Arabia’s 90th National Day with a host of activities dedicated to the Kingdom’s culture.

Ithra’s National Day offering runs until Sept. 26 with events including exhibitions, family activities, storytelling, a game competition, Saudi cuisine, workshops, poetry, music, dance, and folk performances.

Highlights include the opening of the Kingdom of Cultures exhibit, which takes visitors through Saudi Arabia’s varied landscapes to meet its diverse people and experience its rich cultural legacy. It will run for 90 days.

Takya is a fine-dining experience featuring an innovative blend of authentic, fusion, and contemporary cuisine. There is also The Market, which brings creativity and design into Khobar with a reimagining of the central vegetable market in Al-Ulaya with an artist area, performances, and food trucks.

Al-Farabi band accompanied by Abeer Balubaid on piano and singer Ameen Farsi headline the music program, while Abdulatif bin Yousef presents poetry night.
 

 

 


Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

Updated 20 October 2020

Publicis Groupe veteran Kamal Dimachkie leaves as new successor is named

  • Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets
  • Shoueiry founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region

RIYADH: Publicis Groupe MEA today announced the departure of Kamal Dimachkie, chief operating officer, Publicis Communications, UAE and Lower Gulf. Dimachkie is a senior executive who joined Leo Burnett in February 1985. The company has appointed Samer Shoueiry to assume the role in conjunction with his current responsibilities as chief digital officer, Publicis Communications, Middle East from Dec. 1. Dimachkie’s decision to leave comes after 33 years with the company. He will leave his current position on Dec. 31 and continue to act in a consultative capacity until June 2021 in order to ensure a smooth transition.

Dimachkie’s career spans three decades of leadership and accomplishment in international and regional markets including the US, Lebanon, Saudi Arabia, Bahrain, Kuwait and the UAE.

Raja Trad, executive chairman at Publicis Groupe MEA said: “I respect Kamal’s decision. He has been a friend and a colleague for over three decades, and not just I but the entire Publicis Groupe family will miss him. His tenure at the Groupe has been characterized by a clear commitment to values that are central to our philosophy. Kamal’s adept leadership propelled the agency to new heights — we won more than 250 accolades and added numerous international and local clients to our roster. I want to thank him for his immeasurable contribution to the Groupe and wish him all the best for his professional future.”

Dimachkie added: “Leo Burnett and Publicis Groupe have been my life for the past 33 years, and I am proud to have been a part of a glorious journey during which I have had the opportunity to serve the company in different roles in six countries, to have contributed to numerous clients and raised the bar internally and within the industry. Part of this has been the joy of working with a wonderful team and leadership, whom I have partnered with, learnt from and shall forever call my friends and brothers in arms. I am grateful to have lived the glory days of advertising with one of the best agencies in the world and to have worked with some of the most inspiring and creative people. I look forward to working with Samer on the upcoming transition and wish him success in his new role.”

Shoueiry, who will take on Dimachkie’s role, has over 21 years of experience across business, design and innovation. He has consistently delivered a robust performance in Publicis’ Experience Design and Experience Strategy, founded the agency’s Social Content Lab and played a key role in cultivating digital design thinking across the region.

Commenting on his appointment, Trad said: “Samer has a record of leadership and value creation, deep experience in generating groundbreaking brand experiences, as well as a focus on strategic design, innovation excellence and a strong technological footing. I look forward to continuing to work closely with him to drive our digital transformation in the region and support the spread of innovation through investments in our people, technology, platforms and tools. Together, we will ensure that we continue to move our business forward in the Connected Age through a data-led, digital-first approach.”

Shoueiry further added: “Kamal has built a strong foundation for future growth, including strengthening our team and expanding our scope of work. The current climate has accelerated digital transformation globally, and we are looking at a future where online and offline coexist to augment consumer experience in an interconnected brand universe. E-commerce is a necessity, digital equities are your flagship stores, search and social your new outdoor. With this new beginning, I will focus on further strengthening our creative strategy-to-results development to offer the best consumer-centric experiences and build brand value.”