2009 Winners & Shortlists

Results and Effectiveness

Given the uniqueness and complete integration of the ‘We’ve covered it’ execution and since it has never been done before in the Kingdom, it made a huge impact on customers 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 the usual phone 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 media across Saudi Arabia 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 unipoles on highways, mupis, megacoms & lampposts on the main roads, mupis inside the malls, huge LED location in Riyadh, wall signs & scaffoldings. We also covered the most highly read newspapers in the country - wrapping them entirely as well as TV with tailor made 10 second ads covering the Arabian Desert. 1 week later, we added another dimension and twist to the campaign by revealing a corporate message on the same media vehicles highlighting all what we’ve covered.

Insights, Strategy and the Idea

After 3 years of operation, Mobily, the Saudi telecom operator wanted to share its corporate success with all the people in the country. We wanted to reach the entire population using the 3 most highly effective mass media vehicles in the country – TV, OOH & press. Mobily has ‘covered it all’ during its 3 years of operation: 3G, high speed internet, network coverage, customer privacy, roaming...... Telcos are at war for the attention of the people. 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.