2010 Winners & Shortlists

Results and Effectiveness

50,000 newspapers were sold before the big game. Zain was caught in complete surprise as the bandanas made a huge impact in the stadium, where almost everybody wore it. The following day fans wearing Mobily Bandanas were on front pages in most of the dailies as part of the press coverage due to the high importance of the match. The bandanas were even seen being used again in different Saudi matches during the year. Top of mind awareness increased by 5% amongst the target audience the following month.

Creative Execution

In order to reach our target and ensure our presence during the game, the leading specialized sports newspaper in the kingdom, ‘Al Riyadiyah’ was selected to be the vehicle of distribution, since we were not able to distribute the bandanas inside or outside the stadium on the match date. The stadium fits 50,000 spectators. Therefore, 50,000 bandanas wrapped the newspaper one day before the match along with a cover jacket visualizing the feel and the idea. The consumer would buy the newspaper and get the bandana for free. The color was green symbolizing the national flag along with Mobily logos.

Insights, Strategy and the Idea

The Saudi team had a final game Vs Bahrain to qualify for the World Cup. During such a match, Saudi Arabia is a ghost town. People are either on TV or in the stadium. As official sponsor of the National team, ‘Zain’ (3rd Telecom operator in KSA) blocks any opportunity for competitor advertising on ground. Mobily needed to offer the fans the chance to share passion and support to the National team. The strategy was to infiltrate the stadium and be visible on ground. Therefore, the idea was to distribute free bandanas to the fans attending the game through newspapers.