2009 Winners & Shortlists

Results and Effectiveness

We managed to reach more than 20 million customers (80% of our target base) The execution was a first in the country and became the talk of the town. Given its uniqueness, it made a huge impact on consumers and specifically telcos’ whereby Mobily market shares increased by 15% two months after the campaign. It was a massive success with a 120% increase on average call rates. Our call centres where overwhelmed with more than 1,000,000 phone calls per day during the campaign. The campaign coincided with the launch of the 3rd telco operator in Saudi – completely diluting its hype.

Creative Execution

In order to build curiosity, we physically covered prime outdoor locations across Saudi Arabia’s 3 main cities (giving us 85% coverage of the total population) with a simple message ‘We’ve covered it’ during the first week of the campaign. We covered the prime outdoor locations across the country with blankets over the media signs. We covered 80 unipoles inside each city & on the highways, 1,300 mupi signs, 1,000 megacom signs, 400 lampposts on the main roads, 700 mupis inside the malls, a huge LED location, 2 wall signs & 1 scaffolding. 1 week later, we added another dimension and twist to the campaign by revealing a corporate message on the same locations and sites highlighting all what we’ve covered.

Insights, Strategy and the Idea

Mobily, the second telco operator in Saudi Arabia wanted to share its corporate success with Saudi customers. In 3 years time, Mobily managed to grab huge market shares due to the wittiness of the brand and its consistently aggressive marketing communication. Mobily wanted to celebrate this success with the local people in a remarkable approach. Our target audience being the local’s of all ages had to be addressed through the mostly effective medium in the country. Outdoor in Saudi Arabia has proven to be the highest reach medium that generates the fastest direct response. Mobily has ‘covered it all’ during its 3 years of operation: 3G, high speed internet, network coverage, customer privacy, best talents, roaming...... Telcos are at war for the people’s attention. We needed to create a massive buzz in order to stand out therefore our strategy was to highlight this coverage success by literally covering the media.