Abdul Latif Jameel Motors / Saudi Arabia / 2025Experiential
Test-Drive Parade.
Toyota's Saudi distributor Abdul Latif Jameel Motors let car fans join the National Day car parades in Toyota test-drive vehicles, so they took part instead of watching.
- Brand
- Abdul Latif Jameel Motors
- Agency
- Serviceplan Experience
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Every year thousands of Saudis watch the National Day car parades from the roadside. Abdul Latif Jameel Motors saw a way to make a test drive feel like part of the celebration rather than a sales appointment.
The idea
For the 95th National Day, Serviceplan Experience turned test drives into places in the traditional parades held on the eve of the holiday, so enthusiasts drove Toyota models in the processions. The aim, in the agency's words, was to move young Saudis from spectators to participants. Drift Talent produced the film of the experience.
Case study source: ArabAd Source ↗
