Women in Saudi Arabia are Learning to Drive
Nissan recently made news with a prize-winning marketing campaign that celebrated Saudi Arabia’s historic move to give women the right to drive. The thought-provoking #SheDrives campaign was rolled out in the beginning of this year and served to place this landmark legislation in context and shine a light on the drive for equality and freedom of movement for all.
The campaign hinged on an inspiring video that showed aspiring female drivers who signed up for a special driving session, only to find that their teacher for the day was someone they knew – their father, brother or husband. The aim was to motivate women throughout the country to take advantage of the opportunity to take this vital step towards personal independence with the help of the men who play a pivotal role in their lives.
Nissan Saudi Arabia believes the campaign demonstrates their commitment in supporting the country’s government in their drive to support and empower Saudi women to become more active members of their society. The prize-giving committee behind the Cannes Lions International Festival of Creativity agreed, and awarded the #SheDrives campaign the coveted PR Gold Lion Award.
Bader Al-Houssami, CEO of Nissan Saudi Arabia, was quoted as saying that their team was very pleased with what they had achieved with the campaign and that their underlying message was that the women of the Kingdom should realise that when the time comes that they want to get behind the wheel, they should be able to do so on their own terms. He believes that by showing the female population that they have the support of a company that wants to embolden them on their journey to independence, Nissan has laid the groundwork for a prosperous future for all.
DID YOU KNOW? Nissan has been established in the Kingdom of Saudi Arabia since the early 1950s. The brand’s Saudi-based interests were expanded in November of 2014, when Nissan Saudi Arabia Co. Ltd was established as a national sales centre in partnership with Khaled Juffali Company. It is this firm foothold in the local landscape that has provided the group’s decision makers with the insight and understanding required to roll out successful campaigns of this nature.
For more news on developments in the Nissan camp, keep an eye on the blog in coming weeks and months. In the meantime, feel free to get in touch with your closest Nissan dealership to get behind the wheel of your favourite model in person.
