The Macho Courier.
Sayyar's Valentine's campaign, #مندوب_المراجل: in a season of red roses, the Saudi menswear brand celebrated the red shemagh instead.
- Brand
- Sayyar
- Agency
- Habbar
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Habbar's question: 'How does a local brand join a global occasion without surrendering its identity or looking like a copy?'
The idea
'In a season that celebrates the red rose, Sayyar chose to celebrate the red shemagh. #MachoCourier let Sayyar join Valentine's — its own way' (Habbar). Habbar handled strategy, concept, copy, video production and social media; the black-and-white film runs on Sayyar's YouTube channel as 'سيار #مندوب_المراجل', alongside promo codes and static visuals. It was entered at the Saudi Effies as 'Time To Speak Up For Manhood', and Habbar lists the Grand Prix, Gold and Bronze under مندوب المراجل.
Results
- More than 38 million views at a cost of SAR 0.06 per view, more than 400,000 organic shares and more than 300,000 clicks, according to the Effie entry
- Sales value up 32% year on year and 65% more orders than the previous season, by the entrant's figures
Case study source: Habbar Source ↗
Awards
- Effie Awards Saudi Arabia 2026RetailGrand Prix
- Effie Awards Saudi Arabia 2026RetailGold
- Effie Awards Saudi Arabia 2026Seasonal MarketingBronze
