The NEOM campaign's relevance for the Integrated category stems from its holistic use of diverse media to craft a unified narrative. By initiating a global dialogue with the intriguing question 'What is NEOM?', and deepening engagement through interactive, relatable content, it harmonized digital, social, and video platforms to engage a broad audience.

This strategic integration transformed curiosity into active participation, merging humor with a human touch to demystify NEOM. Such a coordinated approach exemplifies integration at its best, demonstrating how varied communication channels can collectively amplify a message, fostering a cohesive and impactful brand experience.

NEOM represents a groundbreaking vision of futuristic living, which may take time to understand to those unfamiliar with the Middle Eastern context where mega-projects signify progress and ambition. In a region characterised by rapid development and a hunger for innovation, NEOM stands as a beacon of future possibilities. The campaign navigated through a landscape of high expectations and scepticism by engaging the audience with wit and relatability. It addressed the region’s forward-thinking initiatives while acknowledging the global curiosity about such an unprecedented project. The campaign encouraged a dialogue transcending borders, making NEOM's narrative accessible and intriguing to a diverse audience.

Since its inception, NEOM has sparked global conversations with its ambitious regional developments. However, there needed to be more clarity as to what NEOM was. Our campaign, 'WHAT is NEOM?' aimed to clarify questions. The objectives were clear: to increase brand awareness, build understanding, establish business credibility, and inspire discovery among a global audience.

The creative idea behind this NEOM campaign unfolded in two pivotal stages, each designed to humanise and demystify NEOM.

Initially, we captured the world's attention by showcasing diverse global voices, all pondering the question, 'What is NEOM?'

This global campaign highlighted widespread curiosity and encouraged people to actively seek answers by Googling 'What is NEOM,' setting the foundation for a global narrative of discovery.

Building on this intrigue, the second phase directly engaged audiences with the question, 'WHAT is NEOM?' This phase invited audiences deeper into NEOM's vision through humour and relatable content, connecting with a B2B audience.

The dual approach of sparking initial curiosity followed by direct engagement transformed passive viewers into active participants, encouraging them to connect with NEOM's story and vision.

This strategic layering of curiosity and a human touch deepened the audience's engagement and invited them to be part of NEOM's future vision.

Our strategy targeted a global demographic intrigued by innovation and sustainability. We integrated across multiple channels, ensuring a consistent narrative that piqued curiosity and invited exploration. The approach was to build upon NEOM's mystique, creating a personal, approachable, and engaging campaign.

The execution spanned various media, beginning with a captivating video series that prompted the core question, 'WHAT is NEOM?' Placement across social media and digital platforms maximised reach while strategic timing aligned with heightened interest in NEOM's developments. The campaign scaled as conversations grew, diving into further areas of interest, such as business.

The first campaign reached over 1.3 billion individuals organically, accumulated 5.3 billion impressions, and achieved 1.5 billion video views. Engagement soared to over 3.4 million as the campaign sparked discussions, generating significant website traffic and heightened interest in NEOM. The blend of humour and human touch in our messaging established NEOM as a brand and as a relatable and tangible place to live one day.