Mauro Bisso Azcárate

Creative Director
& Art Director

DOC 234—34/2
Alat – Launch Campaign
LOCATION: Riyadh, Saudi Arabia
YEAR: 2024Alat was unveiled on February 1, 2024, by Crown Prince Mohammed bin Salman as a bold Public Investment Fund (PIF) initiative to position Saudi Arabia as a global hub for clean-energy-powered manufacturing in advanced technology and electronics.

With seven core business verticals—advanced industries, semiconductors, smart appliances, smart health, smart devices, smart buildings, and next-generation infrastructure—Alat aims to accelerate economic diversification, cultivate local talent, and boost technological self-reliance.

Its high-profile debut featured a global digital launch on X (formerly Twitter), targeting audiences in Saudi Arabia, the GCC, USA, UK, and Japan. The campaign’s geo-targeted video ads delivered 199.2 million impressions, 31 million views, and cut CPM by 22%, making it one of the most cost-efficient PIF launches to date and meeting our marketing KPI’s for 2024 by Q2.

Recognized as a benchmark for future brand rollouts in the Kingdom, it set a new standard for impact and reach.





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