What is NEOM?

Is it the LINE? A city? Some kind of Metaverse?

Everyone’s heard of NEOM, but many still don’t quite know what it is.

We set out to dramatise the global conversation around this question and then answer it in a simple, easily understandable way through first and third-party content.

We tapped into people’s innate curiosity and tendency to google stuff they don’t know and launched a comprehensive SEO campaign to make the answers easily discoverable in the format people preferred.

Like videos? Cool, we’ve made you an explainer. Like reading stuff? Well, our website now has an updated about page that answers the big question and a lot of smaller ones. Just want a simple answer? That’s right there in the ad.

Google liked the idea so much, they let us use their actual search bar in our creative. And we even let the cool kids on TikTok search for and find answers there since they don’t use Google.