Nissan participated today in Dubai Lynx, the international festival of creativity, where the automaker shared its #SheDrives campaign that engaged with Saudi women following the decision to grant licenses.<\/p>\n
Nissan was the first automotive brand to react to the Royal Decree. The topic was addressed by Nissan through different content until January 28, when an emotionally engaging and experiential video was posted on Nissan\u2019s digital platforms that put Saudi women behind the wheel as they attend their first driving lesson. Each woman in the video touched upon how they still faced some subtle degree of resistance from their direct male relatives around the topic.<\/p>\n
The women then proceed to their lesson, but with surprise driving instructors: Their proud husbands, fathers, and brothers hopped in the passenger seats to give the women their first-ever driving lesson, resulting in an inspirational three-minute video.<\/p>\n
Hussein M. Dajani, Nissan\u2019s General Manager for Digital and Customer Experience in Africa, the Middle East, Turkey and India, spoke at the prestigious event, where he discussed the analysis and approach behind the campaign and outlined the milestones that have paved the way for Saudi women, including universal suffrage in 2015. However, throughout this momentum of increasing social and political transformation, the communications and marketing industry has been slow to take bold steps towards engaging Saudi women through more meaningful and direct methods, Dajani noted.<\/p>\n
\u201cA series of events have caused a societal shift in the role Saudi women play over the years. This shift has been further accelerated with Saudi Vision 2030 leading to higher women employment rates and recently\u00a0lifting the ban on women driving effective June 2018. For years, brands have been struggling with the polarity found between existing mindsets in the Kingdom, leaving marketers and brand owners alike often opting for ‘safe routes’ when communicating with Saudi women,\u201d Dajani said. \u201cIt is time for brands to rethink their communications approach in the\u00a0Saudi market.\u00a0Our #SheDrives campaign illustrates how\u00a0brands can play an impactful role in the lives of Saudi women.\u201d<\/p>\n
Given the interest today in women\u2019s rights across the world, the video was timely and meaningful far beyond Saudi Arabia\u2019s borders, and for that reason, all markets in which Nissan operates drove the story on their channels. The content was provided in Arabic, English, French, Spanish, and Japanese.<\/p>\n","protected":false},"excerpt":{"rendered":"
Nissan participated today in Dubai Lynx, the international festival of creativity, where the automaker shared its #SheDrives campaign that engaged with Saudi women following the decision to grant licenses. Nissan was the first automotive brand to react to the Royal Decree. The topic was addressed by Nissan through different content until January 28, when an […]<\/p>\n","protected":false},"author":17,"featured_media":7647,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":26,"_extra_hide_author_box":"","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-7648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automotive","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\n