As a Saudi national and creative industry professional, I’m proud of what September 23 represents, but I’m often underwhelmed by how brands mark the occasion. Too many Saudi National Day campaigns are predictable: logo turned green, stock skyline image, “Happy National Day” caption. The result is forgettable content in a sea of sameness.
The irony is that Saudi National Day is no small cultural moment. Yet many still approach it as a box-ticking exercise. Campaigns are rushed, planned days before, and built on generic creative that could belong to any brand. Playing it overly safe often leads to lifeless work. Without local insight, some global brands resort to literal translations and surface-level symbols, missing the emotional nuance Saudis expect.
There have been exceptions worth noting. Toyota’s “Saudi Pulse” connected heritage and progress by weaving national pride into stories of everyday Saudi life. Al-Baik tapped into decades of shared memory by reviving a beloved 1980s TV spot, uniting multiple generations in nostalgia. STC turned digital engagement into an interactive “heart map,” visualising national pride in real time as people across the Kingdom took part. These campaigns worked because they brought authenticity, creativity, and participation, not just decoration.
The way forward requires brands to rethink how they approach Saudi National Day. Planning must start well in advance, ideally at least eight to twelve weeks ahead, to allow time for
concept development, production, media strategy, and influencer engagement. This ensures the brand is part of the build-up to September 23 rather than just a fleeting presence on the day itself.
Campaigns should be grounded in authentic storytelling. Each year’s official theme, such as “Our Pride Lies in Our Nature” for the 95th National Day, could be a springboard rather than a script. The interpretation must align with the brand’s values, history, or vision for Saudi Arabia’s future, drawing on real people, local stories, and genuine cultural ties. Heritage, nostalgia, and future ambition all have a place when handled with care.
Audiences also want experiences, not just static posts. Interactive elements, whether an augmented reality filter, an on-ground activation, or a user-generated content challenge, can deepen engagement and drive action. According to Snap’s consumer research, 88 percent of National Day shoppers in Saudi Arabia said their purchases were influenced by content they viewed on Snapchat — underlining the strong link between creativity and conversion.
Consistency across channels is equally important. The in-store experience, digital platforms, outdoor advertising, influencer collaborations, and PR activity should all connect through a unified theme, adapted appropriately for each medium. This multi-channel cohesion ensures the campaign feels intentional and omnipresent, meeting different demographics where they are most engaged.
Respecting the official identity issued by the General Entertainment Authority is essential, but it should be the foundation, not the limit. The national colours, slogans, and logos create unity,
but they also present an opportunity for creative adaptation that makes a brand’s contribution distinct. Recycling last year’s work is a missed opportunity. The official identity is a strong foundation that brands can build on in new ways each year, creating a fresh chapter in the nation’s story
Finally, brands must measure the impact of their efforts. Setting clear KPIs, whether related to sales, engagement, share of voice, or brand sentiment, turns National Day from a ceremonial gesture into a strategic marketing investment. The data shows the potential is there, Saudi National Day consistently delivers among the highest engagement peaks of the year, and those results can and should be tracked to inform future campaigns.
Saudi National Day is a cultural privilege for brands to participate in, not an obligation to be fulfilled. Those who treat it as a strategic opportunity can win both attention and affection. Brands that celebrate with authenticity and imagination can turn Saudi National Day into a moment that inspires pride, sparks conversation, and strengthens lasting connections. Our young, media-savvy population is ready to reward brands that meet the day with sincerity, creativity, and relevance. Start early, tell stories that matter, and bring something original to the celebration. Done right, your campaign won’t just be seen, it will be remembered.
