2009 Winners & Shortlists

Results and Effectiveness

In 4-weeks we ran a quarter of a million ad exposures with 100% SOV utilizing 10 ad sizes featuring Mobily’s youth club “Fallah” The product web-pages increased traffic by 5 times pre-campaign levels and youth were popping up across blogs and forums buzzing about the campaign The gamers were overwhelmingly positive as the brand integration provided relevance and realism The resulting media coverage was worth over $300,000 or more than the value of the campaign alone

Creative Execution

We partnered with Massive, a videogame specialist, and developed the system to be able to target KSA only, providing them with the IP lookup databases to make this a viable medium for Mobily By avoiding hard coding the ads into videogames, utilizing the Internet connections allowed us to dynamically refresh the creative and track ad exposures We didn’t stop there, since this was a regional first, we fueled the conversations both online and offline using social media and PR, resulting in free coverage across 25 leading publications and websites

Insights, Strategy and the Idea

As KSA’s first private 3G mobile licensee, Mobily faced an uphill challenge against the established monopoly dominance of Saudi Telecom Whilst competition in mass media intensified, research revealed youth were reducing their consumption and were largely indifferent to traditional advertising Accounting for an astounding 50% of the population (<20yrs), youth comprise a strong opportunity for our young brand to build loyalty early In addition to Internet, research revealed video games as the fastest growing pastime across young males In a regional first , we decided to integrate the brand within video games across PC & Xbox, choosing the latest and most popular titles and use this to see a PR campaign