Brightest Nights (Ramadan Unveiled).
Cadillac Arabia marked Ramadan 2022 with Brightest Nights, a four-part social docuseries filmed after dark with four young creators in Dubai, Riyadh, Abu Dhabi and Kuwait City.
- Brand
- Cadillac
- Agency
- Saatchi & Saatchi Middle East / MRM
- Market
- GCC
- Region
- GCC
- Year
- 2022
The challenge
Ramadan is when brands in the region flood feeds with near-identical iftar and family-gathering content, just as fasting audiences spend more time on their phones. Cadillac wanted to cut through that clutter and become relevant to a younger, independent-minded audience.
The idea
Saatchi & Saatchi Middle East handed the story to four creators, each filmed at night with a phone and a Cadillac: Sofiane Si Merabet in Dubai, photographer Hayat Osamah and her friends in Riyadh, racing driver Amna Al Qubaisi in Abu Dhabi and photographer Maha Alasaker in Kuwait City. One vertical episode a week ran on Cadillac Arabia's social channels, led by TikTok, Instagram and YouTube, with paid media that first chased views, then clicks, then retargeted people who had already watched. Two automotive journalists, Abdulla Jaafari and Mohammed Khalifa, added their own Ramadan films with the CT5-V Blackwing and the XT4.
Results
- 25.79 million views (10.7 million paid, 15 million organic) against a target of 11.5 million, according to the agency's Dubai Lynx 2023 entry
- Website 'key buying actions', such as model-selector visits and completed lead forms, 19% above target and 65% up on the previous year's campaign, according to the same entry
- Ramadan stock sold out, with a 42% stock oversell drawn from summer stock, according to the same entry
- 8,862,234 views, 146,504 engagements and a reach of more than 8 million in under a month, as reported by Campaign Middle East on 29 April 2022
Case study source: Campaign Middle East Source ↗
