Saudi Arabia’s decision to allow women to drive is as good for equality as it is for the Kingdom’s economy. The short-term benefits for automotive related industries is obvious, but the decision is also expected to boost other sectors, such as F&B and retail, in the long run.
Unsurprisingly then, automotive brands aren’t the only ones to market to Saudi women.
Now, home retailer Home Centre, which has 33 stores across the Kingdom has launched a campaign “#HomesDriveChange” to support the lifting of the ban. The digital-only campaign features a 36-second video starring young Saudi girls play-driving to show that change begins at home.