The Big Miss-Out.
Takkah sold the 2026 AlUla Tour on fear of missing out, with a comedy film in which Yazeed Al-Majyul scrambles to get there after forgetting to ask for days off.
- Brand
- AlUla Tour
- Agency
- Takkah
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
A stage race passes in moments, so the AlUla Tour, hosted by the Ministry of Sport and the Saudi Cycling Federation, needed more than awareness in 2026. The task was to make Saudis aged 18 to 35 feel they had to be there.
The idea
Rather than sell cycling, Takkah sold the feeling of missing it. The hero film, directed by Yaser B., stars Yazeed Al-Majyul as a man who realises he forgot to ask for days off work and has to scramble to reach the race. Social-first content ran on Instagram, TikTok, Snapchat, YouTube and X, and nine creators, among them Saudi Panther and Abdullah Al-Drees, took the idea to TikTok and Snapchat.
Results
- More than 179 million interactions, a reach of over 99 million and more than 88 million views across platforms, according to Campaign Middle East
- Creator content drew more than 10.2 million views and over 150,000 likes on TikTok and Snapchat, according to the same report
Case study source: Campaign Middle East Source ↗
Credits
- Agency and production
- Takkah
- Creative director
- Anwar Ramadan
- Director (hero film)
- Yaser B.
- Hero film creative lead
- Maha Al-Mubarik
- Talent
- Yazeed Al-Majyul
