On June 24, women in Saudi Arabia found themselves in the driver’s seat for the first time. After the landmark decree that allowed women to drive, car brands rushed into the market to win the hearts of this massive audience of new drivers.
Hyundai Motor Company celebrated the historic moment with its #WhatsNext campaign. Its unique approach was less about cars and more about what the changes in Saudi culture mean for women to drive their lives forward. It is a motivational story that pays tribute to the past achievements of Saudi women and how, now that they have the freedom of driving, the next steps will come even faster.
An extraordinary life lies ahead
Launched at the beginning of August, the main video in the #WhatsNext campaign uses inspirational narration to describe what women in the Kingdom have done. The film is a symbolic representation of the various journeys taken by the women of Saudi Arabia and what lies ahead. The production is not flashy, and the narration is reserved, but it tells a story of progress. Here, the spotlight is not on the brand, but rather, pointed towards women. As this visual narrative shows, Hyundai is willing to take a step backwards behind the scenes to enable women to take two steps forward.
The main character takes on a variety of roles, putting on the shoes of a fashion designer, movie director, teacher, and track athlete. “When we create, we do it with our heart,” the narrator explains. “When we tell stories, we write new ones. When we teach about the past, we help shape the future.”
This, by itself, is a significant achievement. Many Saudi women have already been in the workforce for decades as they have been creating, telling and teaching from their authentic experiences. However, the journey does not stop here. As the film ends, the woman is now, quite literally, in the driver’s seat. “When we move forward, we aim for more. Now it’s time to let the real journey begin.”
With the power of mobility now in her hands, women in Saudi Arabia can achieve, do, and seek more. The campaign video expresses Hyundai’s wish to be at the center of this exciting journey by asking the question: What’s next?
It’s a woman’s world
Hyundai’s commitment goes beyond the ad campaign. The auto manufacturer has also made some tangible changes geared specifically for Saudi women.
The company introduced an industry-first Abaya Detection System, which is an alert system that prevents the traditional garments from getting stuck in car doors. To support and mitigate the concerns of wary drivers taking the road for the first time, Hyundai’s market-specific models are equipped with various assistance and safety features, including blind spot detection/warning (BSD/BSW) assistance and a parking assistance systems (PAS).
All these changes are tailored to the Saudi women reached by Hyundai’s local campaign. It is part of a broader, universal message which promotes the forward movement of women all around the world.
Hyundai is transforming itself into a global lifestyle brand that elevates the quality of life of its customers. With the carefully tailored campaign to meet the needs of Saudi women, it is only a matter of time until they unlock the fullest potential.
