Salam Telecom - National Day

About Salam

Salam is a Saudi-based telecommunications and digital services company enabling large-scale digital transformation across the Kingdom. It has evolved into a fully integrated digital solutions provider serving the government, enterprise, and business sectors with future-ready technologies. Salam has expanded beyond core connectivity to deliver a broad portfolio that includes advanced network solutions, cloud and data centre services, cybersecurity, Internet of Things (IoT), and emerging technologies such as AI—all designed to support mission-critical operations and accelerate digital maturity.

Guided by a “human-inspired, business-focused” approach, Salam partners closely with public and private sector organizations to build secure, scalable, and intelligent digital ecosystems. Through continuous innovation and strategic partnerships, Salam plays a vital role in advancing Saudi Arabia’s Vision 2030 and shaping a more connected, digitally empowered future.

Campaign Objective

The campaign's core mission was unmistakable: amplify brand resonance and fuel national pride through immersive storytelling. In a bold and culturally attuned move, Salam tapped into the star power of singer Ayed for their National Day hero video a stirring anthem crafted to honor the Saudi spirit. Their strategy transcended simple content distribution; it was engineered to drive massive Awareness and maximize Video Views across the Kingdom.

With a high-impact National Day Takeover, complemented by 2 Immersive Takeovers and an auction campaign that launched early on September 20th and remained active through the 29th, Salam didn’t just occupy the timeline they owned the moment. This multi-layered approach reflects Salam’s commitment to capturing attention at scale, sparking emotional connection, and solidifying their place in the hearts of Saudi audiences.

Salam also executed the tieline takeover on the day of Saudi National Day, owning the full premium space on X.

The Solution

To meet Salam’s goals, the strategy blended cultural relevance with maximum visibility.

The National Day Takeover delivered peak reach on the most meaningful day of the year, while Immersive Takeovers the day before and after extended impact across the celebration window. Paired with an early-start auction campaign from September 20th to 29th, Salam ensured continuous visibility making Ayed’s hero video not only seen but felt.

X and Salam worked hand-in-hand from the start beginning strategic planning a month and a half ahead of the National Day Takeover. Through multiple collaborative meetings and ongoing communication, both teams aligned on the ideal mix of premium formats and timing. This close partnership ensured that every decision from the hero video launch to the sequencing of Takeovers and auction delivery was optimized to achieve Salam’s ambitious awareness and engagement

About Salam

Salam is widely recognised in Saudi Arabia as a leading provider of fixed-broadband and digital infrastructure, with top-ranked network performance in multiple cities.

Their vision is be Saudi Arabia’s most trusted digital partner- bold, human-first, and built to empower.

The Results

The campaign delivered more than just planned awareness; it sparked unexpected organic engagement and cultural relevance. Beyond video views, the hero content with Ayed triggered strong emotional connections, leading to increased brand affinity and organic shares. Additionally, the early auction launch drove sustained momentum, outperforming expectations by extending reach even before and after the peak National Day moment. The team not only met, but even exceed initial KPI’sduring this period, during a key moment to connect with their local audience.