Emergent · KSA Launch · prepared by Trifid Media · confidential
Before the coffee
goes cold.
قبل ما تبرد القهوة
before the coffee goes cold.
A six-month integrated launch platform — a pre-launch takeover, a national launch event, and an always-on Arabic-first content and paid engine built to make Emergent unavoidable in Saudi Arabia.
// the site behind this ad was built by the thing it’s advertising.
01 The Assignment
Short of presence,
not product.
The objective is not awareness. It is behaviour change — a Saudi with an idea opens a laptop tonight and types one sentence. The mandate is simple and total:
Taxis & billboards
Riyadh and Jeddah carrying a hook so blunt people photograph it.
Daily Arabic-first content
On every platform Saudis actually live on — including Snapchat.
A launch event
The tech and founder ecosystem cannot afford to miss it.
Building in public
Creators, founders and tech voices all building on Emergent at once.
“Emergent is not short of product. It is short of presence.”
02 The Company
The on-demand CTO.
Describe a product in plain language; autonomous agents plan, architect, code, test, debug and deploy it. Full-stack web and mobile with real backend, payments and hosting — and the user owns the code.
Mukund & Madhav Jha — twin brothers
CEO and CTO. Ex-Dunzo co-founder/CTO (Google-backed), Columbia Engineering, ex-Google; PhD in theoretical computer science, Von Neumann fellow, founding team of Amazon SageMaker. Stories travel in Saudi media — we will use this one.
Backed by the names that matter
Khosla Ventures · SoftBank · Google AI Futures Fund · Lightspeed · Prosus · Together Fund · Y Combinator. Angels: Jeff Dean, Balaji Srinivasan. A Google-backed AI platform is an easy story for Saudi press and government.
03 The Market — Why KSA, Why Now
Everyone has ideas.
Nobody has developers.
“The distance between the two has always been money and time. That distance just collapsed to the length of a coffee.” Vision 2030 targets SMEs at 35% of GDP; Riyadh posted the highest ecosystem growth in the global top 100 two years running.
Five people we are talking to
The Idea Guy
Has had “the app idea” for two years. Was quoted SAR 60,000 — and gave up.
TRIGGER → proof someone like him shipped in a weekendThe Shop Owner
Inventory on WhatsApp and a broken spreadsheet. Doesn’t care about AI.
TRIGGER → the specific pain, solvedThe Creator
No product. Wants a store, a booking page, a members app.
TRIGGER → monetising the audience they haveThe Freelancer
Outsources development today. Emergent multiplies the margin.
TRIGGER → earn more, deliver fasterThe Enterprise
An 18-month IT backlog and a governance checklist.
TRIGGER → shipping without engineeringNo incumbent. None of Lovable, Replit, Bolt or Base44 has cultural presence in KSA — the first brand to become a household name in Arabic owns the category. A window measured in months.
04 The Idea — The Campaign Platform
An idea, a coffee,
a dare.
قبل ما تبرد القهوة
Coffee is the unit of Saudi social life — a visual clock the audience can feel. Every asset carries the same escalating promise: an idea becomes a working, live product in the time it takes to finish one cup. It is a format, not a line: street interviews end with a coffee, tutorials are timed against a cup, the event is built around it. And every piece of content implicitly asks: can you? The audience wants to see it fail — that is exactly why they watch to the end.
The street — taxi & billboard lines, Arabic-first
The receipt — the enemy is the invoice, not another AI tool
honest frame, always: a week’s coffee budget against a SAR 40,000 agency quote — never “free forever.”
05 The Three Phases
Six months, three movements.
Pre-Launch — unexplained noise
Unbranded taxis and billboards asking one blunt Arabic question. No logo, no URL — a QR to a countdown. Creators seed the pain, not the product. A waitlist climbs in public. Goal: 100% of the noise, 0% of the answer.
The reveal & the event
The OOH flips to branded overnight. The Cold Coffee Summit lands in Riyadh. The national competition is announced from the stage. Hero film one drops. Goal: the most-covered AI moment of the quarter.
Always-on
Daily Arabic content across five pillars, monthly hero films, a rolling creator programme, the national competition, and a paid engine that never turns off. Goal: unavoidable. Every day. Every platform.
06 The Event — One Day in Riyadh
The Cold Coffee Summit.
400–600 invited builders, founders, creators, students, enterprise leads and press. Not a launch party with a stage — a content set that happens to host an audience. If a zone cannot be filmed, it does not exist. One day feeds the next eight weeks: 200+ assets captured.
09:00 Doors & the Coffee Bar +
The entire entrance is a specialty coffee bar. Every attendee is handed a cup and told the same thing: build something before it goes cold. The clock starts.
10:00 The Founder Keynote — a live build +
Mukund or Madhav on stage. Twenty minutes, one slide. They build a real, working app live, from an idea shouted by the audience.
10:30 The Saudi Case Studies +
Three Saudi founders who got early access in pre-launch present what they shipped — and what it would have cost the old way. Real numbers on screen.
11:15 Workshops A / B / C +
Zero to Live (first deployed app in 90 minutes) · Your Business, Rebuilt (bring the real spreadsheet) · Ship to the App Store (the mobile agent, no Mac, no Xcode). Every room is a content shoot.
14:00 The Build-Off — 16 teams, 4 hours +
One brief revealed on stage, a live leaderboard on the main screen. In parallel: the closed-door Enterprise Room — 40 seats for banks, telcos and giga-projects. Sales, not spectacle.
16:00 The Sceptic Session — the credibility centerpiece +
A respected Saudi senior engineer publicly audits Emergent-generated code on stage. Live, unscripted, published whatever it says. This single session buys credibility nothing else can.
18:00 Judging & Demo Night +
Top five teams demo on stage. The audience votes live on Snapchat and X. Cash prizes handed over in the room.
20:00 The Reveal +
The national competition announced from the stage with the full prize pool. The room becomes the first wave of entrants.
20:30 Networking & close +
Music, food, creators everywhere — and the live app counter on the big screen, ticking upward all night.
07 The Content Engine
Five pillars.
Every single day.
Arabic-first, always: Saudi dialect for organic and viral, clear MSA with subtitles for tutorials. 60–75 pieces of content per week — volume is not the goal; presence is. In this market, presence requires volume.
Hero films — one a month, funny and useful, 60–90s, Arabic
The Quote
The agency quote is so long the paper unrolls out the door and down the street.
The Developer
“Next week inshallah” — as seasons change and his beard greys.
The Nephew
He’s nine. He’s been building the family website since 2019. It’s still one page.
The Coffee
He describes the idea to the barista; the app is live before the cup lands.
The Investor
One question: “can I open it?” A hundred founders open live apps, not decks.
The Boardroom
The IT queue rendered as an actual queue, wrapping around the building.
08 Influence & The Competition
We build theirs,
on camera.
The Squarespace playbook, decoded for Saudi: volume over prestige, category-agnostic, long-term, one standard offer. The flagship is We Build Yours — we don’t ask creators to talk about the product. We build their real product, hand it over, and come back for the number.
One question to a creator: what would you build if you could? A store. A booking app. A course platform.
Filmed with a producer beside them. Their hands, their voice, their idea — their actual product.
It goes live. It is theirs, forever — they own the code. That is why they post it without being asked.
Thirty days later we film the results. Revenue, users, bookings. The number is the ad.
The tiers — 12 creators in 6 months on the flagship, plus a rolling roster
| Tier | Who | What we get |
|---|---|---|
| Founders / Anchor | Respected Saudi founders — 6-month ambassadorships | Trust |
| Tech & AI voices | Honest reviews + the sceptic audit. We pay for the review, never the verdict | Legitimacy |
| Broad creators | 20–30 per month, one standard offer, category-agnostic | Normalisation |
| YouTubers | 60–90s integrated builds inside their own content, recurring | Depth + search |
| Micro & students | Free Pro credits, a competition entry, a shot at the stage | Community |
all GCAM-licensed · all partnerships disclosed · rolling monthly — underperformers cut within 30 days.
The national competition — announced from the Summit stage
بنيتها بنفسي
“I Built It Myself” — the national build challenge
Any Saudi resident enters by building anything on Emergent, posting it publicly with the campaign hashtag, and submitting through a portal that is itself built on Emergent. Eight weeks. Weekly winners every Sunday. A live public gallery of every entry — an infinite content library the audience produces for us.
09 Media, Paid & KPIs
Judged on one number.
Free-tier sign-ups are the single number that matters — every taxi, billboard, creator and riyal is judged against it. Full performance reviews at day 30, 90 and 180; anything below threshold is cut inside seven days.
| Six-month targets · cumulative | Month 1 | Month 3 | Month 6 |
|---|---|---|---|
| Organic views TARGET | 4M | 18M | 45M+ |
| Paid impressions TARGET | 25M | 70M | 150M+ |
| Followers, all platforms TARGET | 25K | 110K | 300K+ |
| Engagement — sustained | >6% short-form video · >3% static | ||
| YouTube watch time | 250K+ hours cumulative — the asset that outlives the campaign | ||
| Competition entries | 2,000+ published apps — each a permanent public proof point | ||
| OOH reach | est. 60–70% of Riyadh + Jeddah adults, at frequency | ||
Indicative media split — front-loaded 40% in the first eight weeks, never dark
10 The Partner
We build too.
Trifid will use Emergent, on camera, to build the campaign’s own tools — the competition portal, the live counter, the waitlist. We eat what we serve. A campaign this loud fails on execution, not strategy — which is why everything ships from under one roof.
Built for the feed
Not adapted to it. This plan is what we do daily, at volume, across the GCC.
250 assets a month
Multi-set filming facilities and full crews under our own roof — six hero films without the cost collapsing.
Six markets
UAE · KSA · Qatar · Kuwait · Jordan · Lebanon. Our own talent arm and creator network — never sourcing cold.
What we handle honestly — pre-empted, not patched
Billing complaints
Arabic, human, same-day support from day one + a pinned explainer on credits and cancellation. Transparency as content.
Credit burn
The Hacks pillar teaches prompting before building — genuinely useful, highly shareable, defuses the biggest complaint.
Developer backlash
Don’t fight it — recruit it. The sceptic audit is live, unscripted, and published whatever it says.
Compliance
Every creator GCAM-licensed before contract. Every asset passes cultural review. OOH cleared before print.
11 Commercials
One figure. Everything included.
A single, fully-inclusive six-month engagement — strategy, all content production, the launch event, influencer and community management, design, paid media management and reporting. Working media and influencer fees are held and reported separately, so every riyal is visible.
Single bottom-line figure, aligned in the next conversation.
Full strategy + Arabic creative development · ~250 assets/month · six hero films in-house · the full launch event · influencer sourcing and management, all tiers · the national competition, portal to judging · OOH creative and placement · paid buying with weekly reporting
Next steps
Confirm the six-month engagement.
Riyadh availability moves fast.
Both carry long lead times.
So the launch-day case studies are real. This cannot be faked at the last minute.
12 The Close
Everywhere.
Non-stop.
كن في كل مكان. بدون توقف
The category is empty. The audience is ready. The only question is who gets there first.