Launching a new SUV in today’s Saudi market is a test of relevance as much as engineering. Drivers are more digitally connected, more passion-led, and motivated by lifestyle as much as by performance. For Kia, introducing the latest Sportage meant moving beyond the familiar tropes of automotive marketing and instead building an experience that blurred the line between storytelling and commerce.
Kia’s team understood that customers no longer follow predictable journeys. They weave between inspiration, research, and purchase, often driven by lifestyle cues as much as by product specifications. To reach them in that fluid environment, Kia partnered with Amazon Ads to create an activation that placed the Sportage within a world of discovery, showing not just what the car could do, but what it could mean in the everyday lives of Saudi drivers.
Watch the campaign in action and explore the full results here.
The centerpiece of the campaign was a first-of-its-kind branded hub on Amazon.sa: The World of Kia Sportage. The hub, designed as a custom landing page, invited visitors into an environment where SUV storytelling met lifestyle exploration. Alongside striking imagery and detailed product features, shoppers encountered curated gear for cycling, kayaking, and paddle boarding. These activities were chosen to mirror the spirit of freedom and versatility that the Sportage was built for.
This direct link between lifestyle and commerce gave the campaign its edge. Browsing the Sportage meant browsing the world it belonged to, with the option to take pieces of that world home right away. A driver exploring the SUV could at the same time select the equipment sports and lifestyle equipment that they resonated with, turning brand storytelling into something concrete and actionable. As Domnic Jerry Picardo, Digital Marketing Lead – Kia Middle East & Africa, expressed, it was “a perfect example of how strong storytelling, data-driven insights and seamless execution can deliver truly standout results.”
That immersive storytelling was amplified through scale. A homepage takeover placed the Sportage at the front door of Amazon.sa, while Amazon DSP extended its presence across Amazon properties and third-party apps and sites. The result was a campaign that didn’t just deliver impressions but invited shoppers to pause, explore, and connect with the brand in meaningful ways. More than 22,000 unique visitors explored “The World of Kia Sportage,” spending almost half a minute on the page, achieving a 33% increase vs. benchmarks (1).
“Shifting from traditional placements to a custom digital experience that connects with users as they discover, shop, and engage. The results were outstanding.” – Nadeem Kerbaj, Head of media – Innocean MEA
