Abdul Latif Jameel Motors Turns 95th National Day Celebrations into Participation

In celebration of the Kingdom of Saudi Arabia’s 95th National Day, Abdul Latif Jameel Motors – Toyota Sector, the authorised distributor of Toyota vehicles in Saudi Arabia since 1955, collaborated with its creative agency partner Serviceplan Experience, and delivered a ground breaking activation that brought young Saudis closer than ever to their national pride.

Every year, the streets of Saudi Arabia come alive with vibrant car parades on the eve of National Day, as thousands gather to watch these celebratory displays. This year, Abdul Latif Jameel Motors transformed the experience by giving young Saudis the chance to move from spectators to participants. Through a unique, first-of-its-kind test drive parade initiative, car enthusiasts were invited to test drive their favourite Toyota vehicles while simultaneously becoming part of the beloved National Day car parades.

The activation was met with overwhelming success, drawing strong participation from the local community. For many, it was the first time they could take part in the parades they had long admired, combining national pride with their passion for cars.

“At Serviceplan Experience, we constantly strive to create work that is both culturally relevant and insight driven. With the Test-Drive Parade, we aimed to shift young Saudis from being spectators to participants in one of the most cherished traditions of National Day. The idea allowed us to reimagine the traditional test-drive experience, turning it into a celebration of national pride”, Rahul Sharma, associate creative director at Serviceplan Experience.

The campaign not only generated significant excitement among car enthusiasts but also resulted in unexpected bookings. By leveraging a deep cultural insight, Abdul Latif Jameel Motors has redefined lead generation through experience-driven, community-centred engagement.

This bold initiative demonstrates Abdul Latif Jameel Motors’ commitment to connecting with Saudi youth in meaningful ways, celebrating tradition, empowering participation, and driving forward a new era of culturally inspired brand engagement.