2012 Winners & Shortlists

Results and Effectiveness

• More than 25,000 Hits on the various lading pages in 2 weeks • An outstanding conversion rate of 11.30% for the Arabic campaign • An excellent conversion rate of 7.44% for the English campaign • More than 2,000 downloads in 2 weeks • More than 300 emails sent to tip friends To achieve the best possible results, the campaign was tracked on a daily basis. Less performing sites and banners were deactivated. Clicks were shifted to better performing sites and banners.

Creative Execution

Executed a mobile campaign targeting Android, Blackberry and iPhone users in Saudi Arabia. Mobile banners were placed on top Mobile sites and applications that generate high reach from KSA. Once users click on the banner, they get redirected to a mobile optimized landing page. The page’s purpose was: - To inform users about the key benefits and features of the Mobily App - To push for direct downloads to the app - To give the visitor the chance to share the link of the page with other friends whom he/she believes might be interested in the app. The Campaign was executed in Arabic and English where banners were pushed to devices with relevant operating language for multiple markets. Campaign was targeting primarily Mobily subscribers: - Carier targeting was applied - The landing page auto detected the device type and mobile browser clicking on the banner.

Insights, Strategy and the Idea

Mobile penetration in KSA is one of the highest in region specifically for smartphone market. Creating a seamless user experience on mobile will ultimately lead to high conversion and an engaged user. Mobily released a new version of its Mobile app in multiple stores spanning from Apple, Android, Nokia, and Blackberry markets. The objectives were to establish local awareness and create effective non-organic ways of allowing mainly Mobily customers to recognize and download the app across different markets where there is lack of advertising opportunities. Mobily App is designed to serve current Mobily subscribers in Saudi Arabia by offering them services that include but are not limited to: • Notifications & Updates • Products and Services • Balance & Bill • Manage Services • Neqaty points • Credit transfer • Locating near by Mobily stores