How to Brief a 360 Campaign in Saudi Arabia: A Practical Checklist

A strong 360 campaign brief for Saudi Arabia connects one business objective to a clear audience, a credible creative idea and a coordinated delivery plan. It should define what every channel contributes, who reviews local language and context, which assets must be produced, and how the team will judge the result.

“We need a film, influencers and outdoor” is a list of outputs. It still leaves the agency guessing about the problem. Before you commission the work, answer a more useful question: what should someone understand, feel or do differently after encountering the campaign?

Start with the decision you need to change

Choose one primary objective. A launch might need people to understand a new feature. An established brand might need to change a perception. A B2B offer might need qualified enquiries from a specific type of company. These require different messages and different measurement.

Write the objective in plain language: “Help this audience understand this benefit and take this next step.” Add the evidence behind the problem, such as customer questions, sales feedback or a documented research finding. If the evidence is incomplete, describe it as a hypothesis to test.

Define a Saudi audience, not a generic regional audience

Specify who matters to the brief: their situation, category knowledge, language needs and decision barriers. Avoid reducing the audience to a national stereotype. A procurement lead comparing suppliers and a consumer discovering a product need different information, even when both live in the same city.

Decide who will review Saudi Arabic, casting, references and behaviour. Schedule that review while the idea and script can still change. A translation check after the edit is finished cannot solve a concept that never fitted the audience.

For a campaign spanning Saudi Arabia and other Gulf markets, distinguish what remains consistent from what needs local adaptation. Do not assume that the same voice, reference or offer will work everywhere.

Give every channel a job

An integrated campaign does not need every available channel. It needs channels that work together. Use the following roles as a planning framework, then choose the combination that fits the objective and budget.

• Hero film: establish the central idea and emotional context.

• Short social video: explain a specific benefit or answer an objection.

• Creators: demonstrate the idea in a voice and setting appropriate to their audience.

• Outdoor or digital outdoor: communicate one clear, quickly understood message.

• Activation: let people experience or try something meaningful.

• Landing page: provide proof and make the next action straightforward.

Ask what happens between those encounters. Someone who notices an outdoor message and searches for the brand should find a page that continues the same promise.

From the brief to the rollout: a Big Move campaign example

For a Gulf-focused campaign featuring Noor Stars, Big Move developed the creative concept and delivered the campaign across film, social content, outdoor, creator activity and mall activations. Our Saudi team reviewed the language.

The practical lesson: define each channel’s role before production, so the film, shorter edits, key visuals and on-ground experience support the same campaign idea.

Explore the Pick & Match campaign featuring Noor Stars.

Big Move editorial framework: connect channel roles to one objective. This is a planning diagram, not campaign results.

Scope the assets before the shoot

“Cutdowns included” is not a complete production scope. Specify the number of distinct edits, their purpose, duration, aspect ratio, language and destination. Agree whether a vertical video is a reframed master or a separately planned sequence.

Include photography and key visuals, creator assets, captions, sound versions, usage rights, delivery specifications and revision rounds. Confirm who supplies platform and outdoor specifications. A late request for a different composition may require more than a new export.

Separate production cost from distribution cost

Ask for a cost structure that distinguishes strategy, production, post-production, talent and usage, adaptation, media, creators, activation and reporting. A total figure without those boundaries makes proposals difficult to compare.

Keep a clearly owned contingency. The useful budget question is not simply “How much is a 360 campaign?” It is “What can this budget deliver, for this audience, across these channels, with these rights?”

Make approvals part of the plan

Name the final decision-maker and the people responsible for brand, local context, legal review and technical delivery. Give each stage an approval deadline. Consolidate feedback before returning it to the creative team.

Finance, telecom and pharmaceutical teams should identify their own applicable review requirements early. This guide is a briefing framework, not a substitute for the client's specialist review.

Agree what success will mean

Match measurement to the objective. Awareness, engagement, website actions and qualified leads describe different stages. Do not present views as proof of sales or assume that a form submission is a qualified business opportunity.

Record the baseline, reporting period, data owner and qualification definition before launch. For lead campaigns, agree how the website enquiry will be connected to a CRM outcome. Explain attribution limits when several channels contribute to the same journey.

A brief you can send to an agency

• Business problem, objective and supporting evidence.

• Priority audience, market and languages.

• Core proposition and what must be believed.

• Channel roles and destination pages.

• Deliverables, rights and technical specifications.

• Budget boundaries, deadlines and dependencies.

• Approvers and local reviewers.

• Measurement plan and next-step definition.

Frequently asked questions

Does a 360 campaign need TV and outdoor?

No. Integration describes how the chosen channels support one objective. Select channels for their contribution rather than to complete a list.

When should local language review happen?

During concept and script development, with another check before final delivery. Name the reviewer and allow time to act on their feedback.

What should I share before requesting a proposal?

Share the objective, audience, timing, indicative budget, expected scope and decision process. Flag unknowns so the proposal can explain assumptions.

Planning a campaign for Saudi Arabia or the wider Gulf? Share your objective, target market and launch window with Big Move.