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Align Consulting” supervised the development of the comprehensive communication and branding strategy for the “Sakani Unified” platform, where it formulated the main message, designed the creative campaign, and planned the execution across all channels, in alignment with Sakani’s identity and enhancing the platform’s presence as a unified digital interface that reflects the ease of the ownership journey for housing support beneficiaries.
The challenge was to transform the experience of beneficiaries eligible for housing support from traditional procedures relying on paper transactions and direct visits into a fully digital journey managed entirely through the Sakani platform, in line with the objectives of the National Transformation Program.
The limited awareness of the target audience about e-government services and unfamiliarity with the digital experience posed a challenge in developing the communication strategy for an effective marketing campaign to raise beneficiary awareness of the platform and its services.
The core goal was to achieve one of the key performance indicators (CPIs) related to digital transformation — namely, activating an electronic platform that enables access to all housing and financing services in a direct and easy way. The challenge was how to convince the citizen that the ownership journey has become entirely digital and that a single platform fulfills all his needs, from instant eligibility assessment, to product selection, up to electronic signing.
His Royal Highness Prince Mohammed bin Salman
We are close to breaking the Vision’s numbers well before reaching 2030. For example, the Vision’s housing target was 62%; we reached 60% in 2020, and we will reach 62% in 2025. This means the Vision target has been exceeded from 62% to 70% of the number of citizens who own homes.
“Align Consulting” supervised the development of the communication and branding strategy for the “Comprehensive Sakani” platform, as one of the key initiatives of the Ministry of Housing, aiming to raise the percentage of Saudi citizens who own homes to 60% within the targets of the National Transformation Program. Align’s role included designing the communication strategy and launching the marketing campaign, by identifying the details of target segments, formulating the creative message for the campaign, in addition to selecting suitable marketing channels and activities, and setting the timeline and estimated budget.
Align Consulting also took full responsibility for supervising the creative management of the marketing campaign, by overseeing and directing the campaign’s creative outputs, to ensure alignment with the communication plan and achieve the desired impact in terms of engagement and awareness. The campaign was implemented precisely through clear paths, under direct supervision that ensured integration between the communication messages, visual identity, and media platforms, reflecting the platform as a unified digital interface that facilitates the ownership journey and builds a strong mental presence that enhances beneficiary confidence in the comprehensive digital service.
Benefited from housing and financing solutions during the project period.
For the Sakani app during the first month.
Achieved in 2020
The communication campaign for the “Comprehensive Sakani” platform contributed to achieving a tangible impact on both the digital and institutional levels, as it helped accelerate the adoption of digital solutions by beneficiaries and reinforced public trust in e-government services. The clarity of the message, the consistency of content, and the integration of channels contributed to establishing the platform as a unified interface for housing and financing solutions, supporting the Ministry of Housing’s move toward full digital transformation.
This impact was reflected in increased engagement, faster homeownership decisions, and overcoming the traditional concept of “waiting” to receive housing support. The platform also played a key role in enabling the ministry to achieve one of the most prominent targets of the National Transformation Program reaching a 60% homeownership rate making it the first government entity to achieve this milestone within the program.
