Commercial campaigns that reach every home
From a Ramadan spot on TV to a launch running in several cities, this is how these brands found the faces of their campaigns on ModelGo.
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How Sahab Coffee cast a three-generation family for its Ramadan ad in just 6 days, from more than 380 self-tapes.
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How Miraj Telecom ran 4 castings in 4 cities at once and cast 42 models for a single launch campaign.
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How the Nakhla chain shot its back-to-school campaign with 26 real families and finished the catalogue 10 days early.
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Sahab Coffee | TV and online ad
Sahab Coffee wanted a 60-second spot for TV and social media throughout Ramadan, showing three generations of a Saudi family coming together just before iftar. The faces had to feel natural and believable as one family, not a group of strangers.
The production team posted the casting on the platform with a clear description of every role, from grandfather to grandchildren, and asked applicants for a short self-tape. After sorting applications into shortlists, the team held group auditions to test the chemistry between candidates, with a parent or guardian present for every participant under 18.
The full cast was confirmed within 6 days and the ad was shot over two days in Al Khobar. It went on to become the most watched piece of content in the brand's history.
Miraj Telecom | Multi-city launch
To launch its new home internet package, Miraj chose to speak to each city through its own people. It planned four versions of the campaign for Riyadh, Jeddah, Dammam and Abha, running on billboards and digital channels at the same time.
The marketing team used the city and region filters to run 4 castings in parallel, each with its own shoot schedule and budget. Applications, chats and bookings for all four cities were handled from a single dashboard, and every model agreed to the usage rights in the booking details before the shoot.
Casting wrapped in 5 days and the campaign went live on schedule. The team saw clearly higher engagement on the local versions than on its earlier campaigns, which had used the same faces in every region.
Nakhla | Retail campaign
Every year the Nakhla retail chain gets ready for back-to-school season with a printed catalogue and an in-store and online campaign. This season it wanted to move away from standard studio shots and feature families that look like its own shoppers, from their children's ages to their everyday routines.
The team posted a family casting listing the children's age groups it needed, with a parent or guardian required to approve and attend every stage of casting and shooting. Shared shortlists let the marketing and buying teams choose the families together, then confirm bookings and payments on the same platform.
The campaign was shot over 3 days in one of the chain's Riyadh stores, and the catalogue was ready 10 days early, giving the stores extra time to prepare their displays.
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