Budget Saudi Arabia ‘social vs real' campaign moves people from ‘screens to scenes'
The strategic thought behind the campaign is to redefine how people celebrate special moments. Instead of cursory comments or emoji reactions on social media to celebrate special moments, the campaign spurs meaningful, in-person connections and celebrations.
بدال احتفالية لينكد ان، رحنا نحتفل بنايف على الواقع! #بدجت_السعودية #قفّل_الشاشات_وقرّب_المسافات
Instead of a LinkedIn celebration, we celebrated Nayef in real life! #BudgetSaudi #QuitScreenstoScenes pic.twitter.com/FAeRt5L2xj
— بدجت السعودية (@BudgetSaudi) January 21, 2025
The campaign begins with an activation for people who visit the Budget Rent A Car website. On the website's Quit Screens to Scenes section they are offered the opportunity to provide details about specific individuals and the special moments that they wish to celebrate, whether its a birthday, promotion or a personal achievement
Once the information is submitted and shared online, the Budget Saudi Arabia team gathers all the individuals who actually reacted, commented, or wished the special someone on their special occasion.
These individuals are then brought together to surprise their loved ones, bringing virtual expressions such as emojis: hearts, claps, and confetti to life in the form of real-world celebrations and heartfelt, in-person experiences.
Fawaz Abdullah Danish, President and Group CEO, Budget Saudi Arabia, said: 'At Budget Saudi, we believe in more than just moving people from one place to another; our mission is to keep them connected, no matter the distance or circumstances. We understand that true connections are the heart of every journey and milestone, and our initiative 'Quit Screens to Scenes' embodies this ethos. FP7McCann Riyadh has been an exceptional partner in transforming this belief into a campaign that not only resonates but inspires people across Saudi Arabia to prioritise what truly matters, and the difference it makes between social vs real reactions'
'This campaign is a celebration of human connection, reminding us of the importance of cherishing life's meaningful moments in the real world rather than the digital one. It reflects our vision of enriching lives by bridging distances and fostering genuine relationships,' Danish added.
ليش تسوي لايك .. وأنت تقدر تعزم ماجد وتهنّيه؟#بدجت_السعودية #قفّل_الشاشات_وقرّب_المسافات
Why just like the post, when you could invite Majed and congratulate him in person?#BudgetSaudi #QuitScreensToScenes pic.twitter.com/ceC3NB4bYh
— بدجت السعودية (@BudgetSaudi) January 14, 2025
Saudi influencer Abdulaziz Bakr (Azooz) also participated in the initiative, which goes beyond digital communication to reflect Budget Saudi Arabia's values and ongoing mission to curate enriching adventures for its customers. Abdulaziz Bakr, commonly seen as an image on a mobile screen, was brought directly into people's lives to lead these celebrations, amplifying the experience and bringing a relatable human connection to the initiative.
Mohammed Bahmishan, CEO & CCO, FP7McCann Riyadh, said, 'When a brand like Budget Saudi Arabia shares a vision to reconnect people in meaningful ways, it's a privilege to bring that vision to life. 'Social vs Real' reflects the perfect synergy between creativity and purpose, turning an idea into a movement that reminds us of the power of genuine connections. With Budget Saudi Arabia, we just did not want to create a campaign, we wanted to craft experiences that resonate deeply, and this initiative embodies that spirit.'
Virtual social interactions have created a barrier to genuine connections, with people feeling that liking a post or leaving an emoji suffices. Budget Saudi Arabia's campaign aims to break this cycle by promoting real-world connections.
By turning digital symbols into physical celebrations and featuring influencer Abdulaziz Bakr, the campaign encouraged authentic engagement and brought people together, fostering a deeper sense of community beyond the screen.
CREDITS:
Creative Agency: FP7McCann KSA
Mohammed Bahmishan – CEO & CCO, FP7McCann Riyadh
Amr El Kalaawy – Regional Managing Director
Samer Al Hussein – Business Director
Alaa Ghazzi – Creative Director
Amine Naim – Associate Creative Director
May Al Jafar – Bilingual Copywriter
Marie Belle Abdallah – Senior Copywriter
Abdallah Ayoubi – Senior Multimedia Designer
Nour Hamze – Social Media Manager
Perla Lahoud – Senior Account Executive
Media Agency: Magna Global
Nameer Abou Ismail – Managing Director
Jad Barakat – Associate Director
PR Agency: Weber Shandwick
Wael Abdulsamad – Deputy Managing Director
Tala Marini – Account Manager
Production House: Leap Production
Amr ElMasri – Executive Producer
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