“A celebration of innovation” – Saudia worked with Formula E and Newcastle United for a successful cross-partner collaboration

Alexander Isak is presently scoring for enjoyable within the Premier League, however the striker additionally took centre stage when Newcastle United and Components E have been introduced collectively by Saudia to create ‘The Secret Driver’.

With the airline eager to have a good time its partnership with each a Premier League soccer membership and the all-electric motorsport collection, the problem to create memorable content material was completely different to virtually some other current activation.

‘The Secret Driver’ finally reveals Isak because the mysterious determine driving a Components E automotive by means of Newcastle to their iconic St James’ Park stadium, and it was a challenge that can reside lengthy within the reminiscence for Khaled A. Tash, chief advertising and marketing officer of Saudia Group.

“Sport has such a singular skill to carry folks collectively and initiatives like this completely showcase that energy,” Tash instructed Autosport.

“Innovation and collaboration sit on the coronary heart of every little thing we do at Saudia and our robust relationships with our companions have been instrumental in bringing this content material to life.

“We have been thrilled to see our formidable imaginative and prescient embraced by each of our iconic companions, Components E and Newcastle United, who totally supported this daring thought from the outset.

“Bringing collectively the worlds of electrical motorsport and soccer was an thrilling alternative, and we’re happy with the distinctive content material created – a real embodiment of cross-partnership collaboration at its most interesting.

“Bringing a 900kg race automotive, able to reaching almost 150mph, to the guts of Newcastle’s city centre was no small feat. It offered a number of thrilling challenges that required unwavering assist and collaboration from everybody concerned. This formidable challenge referred to as for a extremely expert group, and we’re extremely grateful to all who made it doable.”

With Isak starring alongside Newcastle teammates Anthony Gordon and Elliot Anderson, the cross-sport attraction noticed Saudia’s movie amass over 15 million views with 24 million engagements.

“The Secret Driver exceeded even our most formidable expectations, receiving an overwhelmingly constructive response,” added Tash.

“From the very first day of filming in Newcastle metropolis centre, there was a direct buzz on social media, as followers of each motorsport and soccer shared their pleasure at recognizing the automotive round city.

“We created vital natural on-line engagement that completely set the stage for the movie’s launch.

“As soon as the movie was revealed, the response was phenomenal. Extra importantly, the figures represented real, significant engagement, highlighting the success of our efforts to foster model affinity amongst followers of each Newcastle United and Components E.”

Saudia is the one shortlisted entry for the Model Partnership of the Yr award which utilised a couple of of its companions of their submission, and that skill to include Components E and Newcastle was on the coronary heart of the challenge.

Photograph by: Fly Saudia x Components E x Newcastle

“Our long-term partnerships with Components E and Newcastle United are cornerstones of our strategic sports activities partnership portfolio, providing unparalleled alternatives to have interaction followers and create shared experiences,” stated Tash.

“These collaborations are all about fostering lifelong reminiscences, and this movie completely exemplified that mission.

“What resonated most with us was how properly the movie captured the essence of Saudia and showcased the spirit of Saudi Arabia on a worldwide stage. The Secret Driver was greater than only a marketing campaign; it turned a celebration of innovation, storytelling, and cultural satisfaction.”

Kate Bevan, a member of the judging panel and a former director of Hospitality F1, advisor to the board of Greater than Equal and Deputy Chair of Europe Sport Integrity Alliance, was impressed by Saudia’s entry.

“It was an important activation, uniting two of Saudia’s key companions in soccer and Components E,” she stated.

“It’s partaking and enjoyable whereas and can be superbly executed.”