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LG Electronics (LG), in partnership with MBC Media Solutions (MMS), has concluded its four-part branded entertainment series, Life’s Good Wayyak (Life’s Good with You), achieving strong audience performance across television, streaming and social platforms in Saudi Arabia.
Built around LG’s belief that Life’s Good when people feel connected to what matters most, the series placed human relationships at the centre of its storytelling. Led by Saudi television presenter and actor Hisham Alhowaish, alongside regional personalities Amy Roko, Mai Ibraahim and Naif Hazazi and local community heroes, the four episodes celebrated meaningful relationships through a series of real-life home transformations.
Rather than placing technology at the centre of the story, Life’s Good Wayyak showed how it can become part of the moments, spaces and experiences that make everyday life better.
Across MBC1, MBC Shahid and social media, the campaign generated more than 92 million combined impressions in Saudi Arabia, extending the story across multiple audience touchpoints.
A Strong Debut on MBC1
On television, Life’s Good Wayyak reached 921,132 unique viewers, representing 8.28% of the measured Arab 15+ audience universe during the campaign period.
The show ranked #26 out of 52 programmes by rating on MBC1, placing it in the top half of the channel’s summer slate. It also ranked #21 out of 52 programmes by unique reach, with reach 25% above the slate median.
Audience engagement remained strong across the series’ 12 airings, with a 74
7% completion rate and an average time viewed of 43 minutes. Episode four recorded the highest first-run reach of the season at 157,457 viewers.
Building Further Reach Through MBC Shahid
The campaign extended beyond linear television through a significant presence on MBC Shahid, allowing audiences to discover and continue engaging with the series on demand.
Cumulative viewership reached 198,754 plays, nearly double the campaign benchmark of 100,000 views.
MBC Shahid’s organic hero placements generated 29
1 million impressions, 45% above plan, while push notifications, email and inbox activity generated a further 2.4 million impressions, 20% above plan.
Subscriptions integrated more closely with content, generating a strong response, with in-content and pause formats recording the highest click-through rates among the campaign’s paid MBC Shahid placements.
Social media maintained visibility and conversation between episodes, with 76 pieces of content generating approximately 1.6 million impressions and 1.59 million views across MBC social channels. Complementing the broadcast, LG’s wider digital and influencer campaign across the MENA region achieved massive scale, generating over 961 million impressions, 87.4 million video views, 30.8 million clicks, and 403,000 engagements across 345 regional postings.
Bringing ‘Life’s Good’ to Life
At the heart of Life’s Good Wayyak was a simple idea: celebrating the people who make life better.
Across the four episodes, personal stories and home transformations set the tone for LG innovations to appear naturally as part of everyday living.
The series featured products including the LG InstaView™ Refrigerator and Built-in Oven, LG WashTower™, LG OLED evo TV, LG UltraGear™ Monitor and LG StanbyME 2, demonstrating how LG’s technology can support more convenient, comfortable and connected experiences throughout the home.
By embedding its innovations within authentic stories rather than traditional product-led placements, LG sought to demonstrate its wider brand philosophy: technology has its greatest impact when it serves people and contributes meaningfully to how they live.
Commenting on the campaign, Phil Jung, CEO of Middle East and Africa Region, LG Electronics, said: “Life’s Good Wayyak was created around something very simple but very important to us: the people and connections that make life good. We wanted to tell stories audiences could genuinely connect with, while showing how technology can quietly play a role in making everyday experiences better. The response across MBC1, MBC Shahid and social media demonstrates the opportunity for brands to connect with audiences when storytelling starts with people. For LG, this is what bringing our Life’s Good philosophy to life is all about.”
Jad Saab, MBC Shahid Growth Lead at MMS, said: “Life’s Good Wayyak demonstrates the potential of branded entertainment when strong storytelling is supported by the scale and reach of MBC Shahid. The series significantly exceeded its viewership benchmark, while the strong performance of our organic and in-content placements showed how audiences can engage with branded stories in a natural and relevant way. Together with LG, we were able to extend the experience beyond linear television and create multiple opportunities for audiences to discover, watch and connect with the series across platforms.”
The complete four-episode season of Life’s Good Wayyakis available to stream on-demand on MBC Shahid at: Watch Life’s Good Wayyak on MBC Shahid. To learn more about the LG smart home innovations featured in the series, visit www.lg.com.