Riyadh, Saudi Arabia – 23 June 2025 Kijamii proudly announces the successful launch of Ring by Amazon’s debut campaign in Saudi Arabia. Titled “للمهم أقرب” (Keeping You Close to What’s Important), the 360° campaign was built to position Ring as more than just a security device – it’s an everyday essential that offers convenience, peace of mind, and connection for modern Saudi households.

This marks Ring’s first full-fledged campaign in the Kingdom and reflects the brand’s strategic ambition to establish a lasting presence in one of the region’s fastest-growing smart home markets. The campaign aimed to drive awareness, educate consumers, and communicate Ring’s unique value through a narrative grounded in local culture and lived experiences.

Backed by original insights from Kijamii’s Consumer Insights team, the strategy was clear: move away from traditional fear-based messaging and instead focus on emotional connection and everyday relevance. Two key findings shaped our creative direction – first, the need to deliver peace of mind to parents, enabling them to check in on their children and ensure their safety from anywhere. Second, the importance of providing security for valuable property, from cars to personal belongings, through Ring’s high-resolution imaging, motion detection, and real-time alerts. These proven purchase drivers guided us to build a campaign rooted in life’s meaningful moments – whether it’s watching your kids return home, greeting a loved one, or simply knowing your world is protected.

“للمهم أقرب” unfolded through a comprehensive mix of platforms and formats. Hero videos, authentic photography, and product-led storytelling were deployed across social media, OOH, Amazon.sa, and other key digital placements. The visuals captured relatable Saudi home life, featuring diverse casts and familiar local settings.

A nationwide OOH campaign brought the message into the streets of Riyadh, while a digital PR strategy and performance-driven media plan ensured the campaign reached its intended audience at every touchpoint. Kijamii also led collaborations with carefully selected influencers whose personal storytelling added authenticity and trust to the campaign, with a second wave of influencer content currently in the works.

With over 4 million views across social and digital channels to date, and with further insights to come from an in-market impact survey currently underway, the results are already promising.

“Launching Ring’s first campaign in Saudi Arabia was about more than just market entry, it was about crafting relevance. From the start, our approach focused on understanding the evolving dynamics of Saudi households and how technology fits into their everyday lives,” said Yara Ali, Group Account Director for Saudi Arabia. “By shifting the narrative from fear to emotional value, we were able to position Ring not just as a security tool, but as a meaningful connector in moments that matter most. This campaign reflects our commitment to insight-driven storytelling, and we’re proud to have set the foundation for Ring’s long-term presence in the Kingdom.”

“Ring’s debut in Saudi had to be more than just a launch, it had to feel personal,” said Moataz El-Zeidy, Associate Creative Director for Saudi Arabia. “We flipped the narrative from fear to warmth, from surveillance to connection – making security feel human, relatable, and part of everyday life. It’s a testament to how our team transforms local insights into powerful, culturally resonant ideas that connect across every touchpoint.”

The Ring campaign continues to run through 2025, with new phases including Eid promotions and extended influencer collaborations still to come.


Credits:

A Kijamii Creative Production

Account Director: Dalia Ashraf
Group Account Director: Yara Ali
General Manager: Ahmed El Gendy
ECD: Zeyad Salem
ACD: Moataz M. El-Zeidy
Senior Copywriter: Ayman Al Naqeeb
Art Director: Eslam El-shaer
Senior Graphic Designer: Mohamed Ezzat
Colorist: Hisham Ammar

Kijamii Studio Manager: Marwan Mootaz

Director of Consumer Insights: Noor Hussam Suleiman

CI Analysts Youssef Kassab Menna Magdy

Studio Manager: Marwan Soliman

VFX Artist: Mohamed Hesham

Motion Designer: Ahmed Elmesery

Editor: Karim Hani

Jr. Editor: Rana Khaled

Director: Ahmed Moftah

DP: Muhammed Ebrahim

Production Designer: Ahmed Shabaan

Stylist: Ahd Eissa

2nd Unit Director: Malek Alaa

2nd Unit DP: Hagar 

Executive Producer: Ahmed Ezzat

Producer: Aya Diab

Head of Production: Waleed Abdelsalam

Production Manager: Ahmed Essam

Line Producer: Monica 

Assistant Producer: Kareem MahmoudPost Producer: Hisham Junior