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Case Study

Noor Riyadh

The journey of light

  • ServiceInnovation & Creative, Strategic Communications, Intelligence & Technology
  • SectorTravel & Tourism
  • Capability

    Behavioral Science, Creative Strategy, Content & Publishing Strategy

Noor Riyadh (Riyadh Light) is the annual festival of light and art that illuminates Saudi Arabia’s capital city with work from over 130 local and international artists. Utilizing our in-house behavioral science capabilities and proprietary research tools, H&K wanted to cement the second iteration of the festival as a well-known destination for world-class art.

A behavioral insight-driven campaign

As part of Riyadh Art, a project launched by King Salman bin Abdulaziz Al Saud, based on an initiative presented by HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, the team gathered insights from international art specialists and studied behavioral patterns to develop an awe-inspiring campaign.

Leveraging an integrated approach, over 460 billboards for the festival were deployed in 9 countries and 13 cities in collaboration with light artist David Gilliver. Moreover, a BBC online partnership was formed alongside inflight ads placed on Saudi Arabian Airlines featuring a hero video for Noor Riyadh.

The team then revamped the festival’s app and website, with 100+ artists and artworks listed, and synced the works to more than 100 unique QR codes which were placed around the capital city. In addition, the team also helped publish more than 500 event listings, interactive maps, art trails and podcasts which were supported on six specialist platforms.

Riyadh becomes the marquee destination for art

The Journey of Light campaign attracted 2.8 million visitors to the festival, three times the target, reaching almost half the population of Riyadh and a whole world of art lovers beyond. Earned media stories in 13 languages reached 2.26 billion people in 45 countries, and social media posts generated 1.5 million engagements and 27 million views, with a total media value of 333 million SAR.

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