Soon after the Kingdom of Saudi Arabia changed the rules to allow women to drive, a significant challenge arose: it was not safe for women to start driving or practicing directly on the roads, and there were not many institutions where women could learn to drive, as there was a lack of female instructors. The client saw an opportunity in this situation, and thought: ‘Why don’t we provide Saudi women with a safe place for them to learn and practice their driving skills!’ Pico then helped the client to develop and execute the concept, the strategy and the campaign.
The result was the brand-new Hyundai Motor Park roadshow, complete with realistic mock-ups of roads, petrol stations, drive-through stations and shopping centre parking lots for women drivers to gain real-like driving experience.
Sub-activities around the park that Pico helped design and execute included a Hyundai brand awareness activation zone, a mini-car racing track with Hyundai N-car racing model, and a VR zone for the NEXO, Hyundai’s latest eco-car along with a brand promotional wall with extensive information. We also activated a pre-roadshow event called a ‘Colour Drive’.