Since its inception, NEOM has sparked global conversations, but lacked clarity about its identity. Our 'WHAT is NEOM?' campaign aimed to increase brand awareness, build understanding, establish credibility, and inspire global discovery.
THE IDEA
The NEOM campaign unfolded in two stages to humanise and demystify the brand. First, we sparked global curiosity by showcasing diverse voices asking, "What is NEOM?" Next, we engaged the audience with humour and relatable content, drawing B2B audiences deeper into NEOM’s vision. This strategy turned passive viewers into active participants, inviting them to be part of NEOM’s future.
