We open on an older gentleman turning to his wife and asking, “What is NEOM?”

This first scene serves as a kick-off for a fast-paced, diverse sequence that cuts between the conversations of people from all around (And above) the world, going about their daily lives and at work, speaking different languages, asking “What is NEOM?” and expressing excitedly reported facts.

The film depicts a global business conversation where dialogue in each scene follows on from the previous. It culminates with a declaration from a university student that NEOM is a place that will change the way we live on this planet, before ending on a simple call to action: To get the facts, search "what is NEOM"

NEOM was announced in 2017 and widely reported on as a “Smart City”. With many cities, regions and sectors planned in NEOM, this is only part of the picture. Announcements of The LINE, Oxagon, Trojena and Sindalah, added to the confusion with many construing NEOM and The LINE as the same thing.

In 2021 NEOM launched “Made to Change” which raised awareness by 20 NPS points, but research in 2022 showed understanding was becoming a bigger challenge with so many awe-inspiring and ambitious chapters being added to the NEOM story.

All these announcements and launches created a new objective for the Masterbrand; A growing need for our B2B and B2C target audiences to clearly understand what NEOM is and that it is a credible opportunity.

The film was written to fuel the myths, misperception, and confusion about NEOM to spark intrigue and encourage our audience to search for credible answers.

Searches of “What is NEOM” were 27x higher after the campaign launch.

Those exposed to the campaign are 4x more likely to know what NEOM is.

Positive sentiment towards NEOM increased by 26 points, more than 3x NEOM’s benchmark.

In short, People searched “What is NEOM”, learned what it is, and think it’s more credible than ever before.

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