Najm Suhail.
Social Clinic built TANK a free, battery-free keychain that turns a phone into an offline desert guide, giving lost drivers one clear instruction to get home when the signal drops.
- Brand
- GWM TANK
- Agency
- Social Clinic
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Young drivers and off-roaders head into Saudi Arabia's deserts relying on their phones, and Campaign Middle East reported that rescue teams respond to more than 100 desert incidents a month. TANK, the off-road brand of Great Wall Motors, wanted to earn its place in the desert by solving that problem rather than by selling vehicles.
The idea
Najm Suhail, named after the star Suhail, pairs a keychain device with an app. One tap before a trip downloads offline maps and starts a GPS trail. In an emergency it weighs the trail, compass, time and temperature and tells the driver whether to retrace, move or stay put, and an SOS tap prepares coordinates and a rescue message to send as soon as there is signal. Drivers can order the device free on a dedicated site; it launched on 15 March 2026 with a phased rollout across Saudi Arabia.
Case study source: Campaign Middle East Source ↗
Credits
- Creative director
- Mohammed Hamadah
- Senior art director
- Adham Abbas
- Videography
- Bigz Production
