By: Nizar Malaeb, Marketing Director at Arabian Automobiles Company

In the UAE, Gen-Z comprises approximately 15.8% of the population, a demographic that is not just growing but rapidly entering the workforce with significant purchasing power. As they become influential consumers, brands face both an opportunity and a challenge: how to connect authentically with this digital-savvy generation. Outdated marketing strategies often miss the mark, relying on one-way messaging instead of engaging with young creators who understand their peers’ experiences and values.

Research by Kantar, a leading global data and insights consultancy, reveals many young people seek brands that genuinely reflect their experiences and values. The challenge isn’t that Gen Z is inherently hard to reach, it’s about embracing new, interactive ways of connection. According to McKinsey, Gen Z is more engaged when content that is relevant and immersive, making authenticity paramount. Having grown up in a digital era, they prefer collaboration over traditional advertising, favoring brands that involve them in the storytelling process.

At Arabian Automobiles Company, we recognized the need to innovate our approach to marketing. This realization led to the launch of the KICKS Starters challenge, an initiative designed to empower emerging talent by providing them with tools, mentorship, and creative freedom to craft narratives that resonate with their peers. 

The KICKS Starters competition functions as an immersive marketing lab. Launched on February 28, this initiative invites students to step out of theoretical learning and into an environment that mirrors a professional setting. They conceptualize, create, and present their campaigns, with the winning team receiving a fully funded Master’s scholarship. This experiential learning model not only prepares students for the workforce but also gives them the tools to shape their own narratives.

One notable aspect of this project is the meaningful partnerships we’ve forged with industry leaders who understand the essence of creative work. Nikon, for example, provided state-of-the-art cameras, equipping the participants with the tools they needed to elevate their craft and fully explore the possibilities of professional-grade photography. Many who previously relied on smartphones for content creation are now experiencing the transformative impact of this advanced equipment, which has expanded their creative horizons and enriched their storytelling.

Furthermore, Radisson RED Hotels has generously offered participants access to inspiring and dynamic creative spaces, essentially giving them a “home” to shoot in. This welcoming environment fosters an atmosphere where students can experiment, collaborate, and create without worrying about external factors, leading to more authentic and compelling campaigns.

Finally, Dubai Silicon Oasis stepped in by providing permits for the participants to shoot on location within their roads and communities, ensuring both safety and freedom to explore. This gesture has given the creators a secure space to push the boundaries of their creativity, knowing that they are supported in a vibrant, unrestricted setting.

Embracing digital

Embracing digital tools has also been a cornerstone of our approach. At Arabian Automobiles Company, we employed AI-driven personas – not as gimmicks but as guides to keep students engaged and help refine their ideas.

Recognizing that technology thrives alongside real-world experience, we blended innovative tools with hands-on mentorship. We partnered with industry experts who brought a practical perspective to the initiative, giving students the chance to experience the All-New Nissan KICKS firsthand and develop narratives grounded in genuine understanding. 

Amir De Leon, a Dubai-based content creator and automotive enthusiast, hosted a workshop alongside the team at TBWA/RAAD, providing participants with valuable insights and guidance. This mentorship allowed students to express their own concepts while learning about the fast-paced expectations of the creative industry. Stepping beyond classroom learning, they gained a front-row seat to the realities of marketing, honing their skills in a practical context.

The KICKS Starters competition serves as a vital learning curve not only for students but also for us as marketers. In a rapidly changing content landscape, we’ve learned that the best way to connect with Gen Z is to let new voices lead the way. By listening to this generation, brands can gain insights into what truly resonates, ultimately fostering collaboration between corporate marketing teams and the fresh, dynamic perspectives that Gen Z brings.

Industry-led initiatives like the KICKS Starters are game-changers. When brands engage directly with young people, gain an authentic understanding of their preferences and values. This collaboration not only enriches the marketing landscape but also empowers the next generation of marketers with the skills and confidence to thrive.

This is an opportunity for brands to build on their strengths and forge deeper connections with a vibrant new generation. By embracing innovative approaches and valuing the voices of young creators, brands can “Kick-Start” meaningful relationships that contribute to long-term loyalty. As we look to the future, the importance of genuine engagement with Gen Z cannot be overstated. It’s time for brands to move beyond outdated strategies and step into a new era of collaboration, creativity, and authenticity. The potential for growth and connection is immense, and the future is bright for those willing to GO EPIC.