Riyadh – – September 14, 2026 -- LG Electronics closed its four-part branded entertainment series 'Life's Good Wayyak' with more than 92 million combined impressions across MBC1, MBC Shahid and social media in Saudi Arabia, marking a strong debut for the format produced with MBC Media Solutions (MMS).
Series ranks in top half of MBC1's summer slate with 921,132 unique viewers
On linear television, the show reached 921,132 unique viewers, equal to 8.28% of the measured Arab 15+ audience universe during the campaign window. It placed #26 out of 52 programmes by rating and #21 out of 52 by unique reach on MBC1, with reach running 25% above the channel's slate median. Across 12 airings, the series held a 74.7% completion rate and an average time viewed of 43 minutes, while episode four delivered the season's highest first-run reach at 157,457 viewers.
Shahid streaming plays nearly double the 100,000 campaign benchmark
On MBC Shahid, cumulative viewership hit 198,754 plays, 98% above the campaign's 100,000-view benchmark. Organic hero placements generated 29.1 million impressions, 45% above plan, and push notifications, email and inbox activity added a further 2.4 million impressions, 20% above plan. In-content and pause ad formats recorded the highest click-through rates among the campaign's paid Shahid placements.
Social and regional digital push scale campaign beyond broadcast
Between episodes, 76 pieces of MBC social content generated roughly 1.6 million impressions and 1.59 million views. LG's parallel MENA-wide digital and influencer campaign, spanning 345 regional postings, produced over 961 million impressions, 87.4 million video views, 30.8 million clicks and 403,000 engagements.
Series embeds LG appliances inside real home transformations, not product-led ads
Led by Saudi presenter Hisham Alhowaish alongside Amy Roko, Mai Ibraahim, Naif Hazazi and local community figures, the four episodes centred on real-life home transformations rather than direct product promotion. Featured LG products included the InstaView Refrigerator, Built-in Oven, WashTower, OLED evo TV, UltraGear Monitor and StanbyME 2, integrated into everyday scenes rather than staged placements.
Phil Jung, CEO of LG Electronics' Middle East and Africa Region, said the campaign was built around people and connections, arguing the results show brands can gain traction when storytelling leads and technology plays a supporting role. Jad Saab, MBC Shahid Growth Lead at MMS, said the series exceeded its viewership benchmark and demonstrated how organic and in-content placements can drive branded-content engagement across platforms.