Ghassanco (IKEA) - Saudi Arabia, Ability
2014
Getting Saudi youth working

ABILITY

Background

Ability is a start-up recruitment & training firm from the team behind IKEA Saudi Arabia. They expressed a desire to make a real difference to the Kingdom’s crippling unemployment problem and believe their on-job training approach - tested in their own stores - will deliver measurable results for other Saudi retailers.

True Vision

Contrary to competitors who targeted employers with vague offerings, we built a brand to engage and inspire the youth of Saudi Arabia. Positioning Ability as an activist for necessary cultural change in the Kingdom and a pivotal figure in the grass-roots movement to get young Saudis working.

Creative Expression

Young people live in a blizzard of marketing messages. Every company in the world is vying for their attention. To cut through, Ability needed to speak from the heart, tackling the unemployment problem head on to recruit young Saudis to the cause.

Results

Launched in January 2014, Ability has already started working with 3 major GCC retailers. Using the brand name as the call to action has truly motivated both the Ability team and recruits.

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