The latest campaign by Nissan targeting Saudi women is another move toward capturing the burgeoning female consumer market in the country where it leads the midsize car segment.
The video features Saudi women who are apprehensive about driving because their father/brother/husband won’t be too pleased. Once they get into the car, they are surprised to find out their instructor is their father/brother/husband.
Nissan was one of the first brands to react to the news of Saudi women being allowed to drive with the below tweet, which has been retweeted 256 times until now.
“A 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 lifting the ban on women driving effective June 2018,” says Hussein Dajani, general manager – digital marketing, Africa, Middle East, Turkey, and India, Nissan.
Despite the royal decree that allows women to drive, men in the Kingdom have been reluctant to embrace this change, says Dajani, explaining the rationale behind #SheDrives. “It is time for brands to rethink their communications approach in the Saudi market. #SheDrives is an illustration and discovery of how brands can play a bigger role in the lives of Saudi women,” he says.
The social change – women driving, cinemas, etc. – taking place in Saudi change is one of global interest. And Nissan’s role within it is not restricted to the Kingdom or its women driving. “Nissan has produced this content, with more to follow, to join Saudi women on their journey. Given the interest today in women’s rights across the world, the video is timely and meaningful far beyond Saudi Arabia’s borders, and for that reason all markets in which Nissan operates are driving the story on their channels,” he says, with content being provided in Arabic, English, French, Spanish, and Japanese.