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Introducing Saudi Arabia’s ambitious green vision to the world
Background
Weaving together sustainability policies, plans, and projects from across the public and private sectors, the Saudi Green Initiative (SGI) creates a platform to combat climate change on a scale never seen before in the Kingdom. SGI’s sister initiative, the Middle East Green Initiative (MGI), brings KSA’s climate innovation and diplomacy to the world stage.
01
The Challenge
Position Saudi Arabia, through the SGI and MGI brands, as a climate action driver using a multifaceted approach that balances economic development, emission reduction and environmental protection.
Starting in 2021, we worked on bringing the initiatives to life. This included developing a multilingual website and measurement infrastructure, A-Z social media management, and set-up of an on-the-ground newsroom for live event coverage. In 2022, we helped to drive the evolution of SGI and MGI’s communications, scaling up the development of the brands through another event season.
Suite of tools used
- Advisory & Strategy
- Research & Analysis
- Insights & Measurement
- Products & Tech
- Brand & Experiences
- CX & Transformation
- Campaigns & Media
- Creative & Production
02
Advisory & Strategy
Developed USPs to bolster reputation and attract international interest
Through our integrated marketing and communication, digital, data, and creative approach, we developed a long-term strategy designed to strengthen the positioning of SGI and MGI in the climate ecosystem. We clearly articulated the initiatives' mandates and impact, and outlined the communication roadmap for showcasing progress.
03
Insights & Measurement
A live dashboard provided actionable insights to optimize strategy
We developed a monitoring and measurement system that served as the nerve center of SGI and MGI’s marcoms, enabling us to gauge sentiment and impact, while consistently optimizing performance.
The system covered owned and paid channels, in addition to public sources, like social media conversations, media, and climate influencers, allowing us to keep our fingers on the pulse of green policy, conversations, and trends.
04
Products & Tech
A multilingual content and reporting hub to deliver on marcom objectives
Our product team developed a fit-for-purpose website in four languages*, covering strategy, research, benchmarking, UX, UI, and content development, along with photography, videography, front and back-end development, database integration, SEO, and analytics.
* English, Arabic, Japanese, and Mandarin
05
Brand & Experiences
Created brand identities evocative of transformation, hope, and positive change
From ideation of the MGI and SGI logos, to experiential applications at the launch events, we imagined the full life-cycle of the brands. It was important that the brands gelled within the larger environment of transformation and Vision 2030 in Saudi Arabia, while still telling their own stories.
06
Campaigns & Media
Multichannel campaigns helped engage global audiences
Our campaign objectives were two-pronged: reach climate decision-makers on the platforms that matter most and drum up excitement ahead of the SGI and MGI launch events. Spanning digital, media partnerships, TV, cinema, OOH, and traditional media, our campaigns were far-reaching, engaging, and all-encompassing.
07
Creative & Production
Spotlighted Saudi Arabia’s green ambitions with striking visuals
Our in-house creative studio provided A-to-Z creative production services for the SGI and MGI brands. Our team visualized Saudi Arabia’s climate journey across different mediums, languages, and channels, from social media posts and booklets, to large-scale video shooting and production.