The affordable entry level SUV has been an increasingly growing segment in KSA, with over 50+ players and heavily dominated by Chinese brands.

In an attempt to gain a foothold in the category, Al Jazirah Vehicles needed to launch the all new FORD TERRITORY with a unique value proposition that balances between the trusted Ford Quality and a competitive affordable price starting at 80,000SR in order to meet the needs of a younger more tech savvy customer base looking for an entry level SUV with a tight budget.

But with an end-of-year launch, where budgets are tight and media is already cluttered with competitive automotive clearance ads, Al Jazirah Vehicles needed to break from the clutter and create instant buzz in order to aggressively push sales from the get go.

In order to disrupt the automotive category and hammer on the affordability of the new Territory , Al Jazirah Vehicles chose to go against traditional marketing tactics and collaborate with HungerStation, the #1 food delivery app in the kingdom and sell the car right there on their application, because with a Ford car that affordable, you might as well add it to your cart!

The automotive category is extremely competitive especially around the end of year with many brands running their clearance campaigns across mass channels. Knowing that we needed to build the new name plates equity as an affordable car, while instantly start generating sales, we decided to go against the flow and utilize young Saudi's daily habit to flock to delivery applications for all their needs.

we decided to collaborate with HungerStation, the #1 food delivery app in the kingdom and sell the car right there on their application, immediately exposing our new nameplate to their 2Million daily active users.

In a bold and unprecedented move, Ford Territory was added as a new vendor on HungerStation, and through a blast SMS and takeover banner on the application, HungerStation's 2 Mil active daily users had the chance to look at the car, browse its features and customize their order to their liking before finalizing their purchase and adding to cart.

Overnight, social media went on overdrive as Ford Territory quickly became the talk of the town as a surprised Saudi seeking to simply order their next meal where surprised to find a car ready for them to buy.

For two consecutive weeks, people tweeted, and created tiktok memes on a day to day basis.

In just two weeks, the stunt went viral with 160Mil. impressions generating over $30K Earned Media and $150K in PR value.

22K people added the new Ford Territory to their Hunger Station cart, with 3 users completing their purchase straight from the application, while others bought their cars through AlJazirh Vehicles sales channels, exceeding our monthly target by 40%.

Not only that, HungerStation app witnessed 100K new users making it the #1 downloaded application in Saudi during that period.