Fouq.
Saudi telecom brand Salam marked National Day with "Fouq", a film that withholds until the end that the celebration honours Saudi inventors. It ran on social, outdoor and Anghami.
- Brand
- Salam
- Agency
- Not credited
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
On a major cultural occasion, Salam wanted to build its brand rather than just win attention, without forcing a telecom product into the celebration.
The idea
A carpet unrolls across Saudi landscapes, with string lights, samri and incense, before the film reveals the gathering is for Saudi inventors and innovators. An original chorus anthem was commissioned, and supporting social content let real innovators share their work. The film launched on 22 September 2026, followed by a Kingdom Tower outdoor placement and an X takeover on 24 September. Anghami carried the anthem into October.
Results
- 83.5 million film views by 29 September (brand figure, paid and organic)
- 18.4 million impressions and 2.5 million engagements from the X takeover (brand figure)
- 106,000 anthem streams on Anghami (brand figure)
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- Salam
- Concept and lead
- Huda Al Rasheed, Head of Brand, Salam
- Director
- Majed Al Eisa
