Riyadh, February  17, 2026: In a world where navigation tools are part of people’s daily lives, Balady+, the homegrown Saudi navigation app by NHC Innovation, has set out to deepen trust and build stronger affinity with Saudi audiences through a strategic collaboration with MBC Media Solutions (MMS).

Balady+ sets a new standard for navigation in the Kingdom, fusing local insight and intelligence with a vivid 3D interface. Engineered for Saudi roads, the app enhances safety with real-time alerts for road bumps, speed limits, and roadblocks, while ensuring precision through lane guidance. Beyond the highway, Balady+ offers its indoor navigation feature for malls and major venues, providing a seamless navigation experience indoors and outdoors. 

Through MMS, the brand tapped into the cultural influence and reach of MBC Group’s premium content ecosystem, creating moments that resonated naturally with viewers and showcased the app in real-life scenarios.

A defining moment of the campaign unfolded in the hit MBC1 football program Nadina. During a pivotal episode, viewers followed a storyline in which the show’s journalist relied on Balady+ to navigate his way to the studio on time. The moment felt authentic and relatable, reflecting how audiences themselves use navigation tools in their day-to-day routines. This integration was far from product placement, it was seamless storytelling designed to demonstrate utility in a moment of real tension and urgency.

The cultural resonance of that moment translated into a strong response to the audience. A Brand Lift Study conducted across Saudi Arabia revealed that 40 percent of viewers recalled the integration, and an overwhelming nine in ten described it as a natural fit within the storyline. These perceptions drove meaningful shifts in brand performance: familiarity with Balady+ increased from 41 percent to 51 percent, consideration rose from 56 percent to 69 percent, and preference grew from 13 percent to 19 percent. Beyond attitudinal changes, real behavioral impact followed. App downloads surged by 17 points, with nearly half of exposed viewers installing Balady+ within the same month.

The campaign’s success was further reinforced through a broader media strategy executed across the MBC network. High-impact advertising, post-production innovations and contextual creative helped amplify the message and sustain engagement throughout the campaign period, ensuring the brand remained top of mind for audiences across the Kingdom.

The campaign demonstrated how strategic storytelling, combined with premium media environments and data-driven creativity, can reshape brand trajectories and drive both perception and performance. The Balady+ partnership stands as a compelling example of how the right moment, placed within the right story, can unlock significant brand growth.