| Philosophy | Through the campaign conceived by Saatchi & Saatchi Dubai, Isuzu looked to engage with a new generation of Isuzu Diesel owners, namely targeting young males across Saudi Arabia.While historically Isuzu Diesel has a strong hi story in Saudi Arabia - supplying many industries and businesses - the vehicle is generally associated with construction, farming and manufacturing, not as a personal vehicle for young men. By capitalising on recent economic and fuel price changes, as well as environmental concerns amongst the target audience, the series of 10 films was created with each one highlighting a core benefit of diesel fuel; from environmental, perception to durability of the vehicle.Piyapong Tannaphai, Senior Manager of Isuzu Motors International Operations commented on the campaign, “We have a long and respected heritage in Saudi Arabia and this campaign helped us to reach out to a new generation of future Isuzu Diesel car owners”.The campaign ran for two months across social media, with the audience then voting on the ‘next challenge’ for the Isuzu Diesel which will make up the final tenth film |
