Nissan: #SheDrives – Saudi women get their first driving lesson

Vishal Badiani

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Campaign details

Brand: NissanBrand owner: Nissan Saudi ArabiaLead agency: TBWA\RAADContributing agencies: TBWA\FULLSTOP., OMDCountry: Saudi ArabiaIndustries: Automakers & marquesMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

There is only one country in the world where women are still prohibited from driving: Saudi Arabia. This changed in late September when King Salman bin Abdulaziz issued a historic royal decree granting women the right to drive.

It was an unprecedented opportunity for every car maker, but in particular for Nissan – a brand that underperforms in Saudi...

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