2013 Winners & Shortlists

Results and Effectiveness

Mobily Day was a success in all respects – Awareness, Sales and Social Engagement: - Top of mind ad awareness increased by 20% - Spontaneous ad awareness increased by 23% - Purchase consideration increased by 4% - 28% increase in sales target within a period of 2 weeks - The link re-directing consumers to the Augmented Reality Mobily Facepaint app generated over 56,000 clicks (8,700 clicks per day), with 411 participants entering the competition - Increased Facebook fans by 10,000 over the 6 day campaign - Over 500 people shared their pictures in the Facepaint app

Creative Execution

We flooded the market with custom executions of the campaign in multiple media changing daily over the 6-day period. - Outdoor – countdown creative changed every day for 6 days in 294 locations throughout KSA - Newspaper – countdown day corresponded with page numbers - Radio – countdown song interruptions, short copies and DJ mentions - Online Display – countdown and link to Facebook page with AR directing users to virtually paint their faces blue for chances to win prizes - Social – daily posts leveraging #Mobily25 hashtag! By May 25th, the market was buzzing and we revealed our 4G offer –buy one year of internet 4G and get 2nd year free. Unique reveal messages were created for each medium with our offer and free gifts to Mobily subscribers texting in codes from the reveal ads. Gifts included such things as free minutes, free SMS, internet packages, and mobile devices.

Insights, Strategy and the Idea

The top three mobile competitors in Saudi Arabia claimed they were the first to launch 4G in the market. This isn’t true! MOBILY is the first and 4G is our flagship offering. We needed a sure fire way to cement this in consumers’ minds and that wouldn’t allow competitors to say “ME TOO.” Life in KSA can seem redundant. Saudis look forward to public holidays, because it gives them a break from their ordinary routine. Anniversaries and other milestones are occasions they always anticipate. Our idea was to give Saudi consumers an occasion to break their routine by creating Mobily Day celebrating Mobily’s 7th year anniversary in Saudi Arabia. We created a 6-day countdown campaign to get Saudi’s to take interest – 6 days left until Mobily Day, 5 days left until our big day, 4 days left, etc. until 25th of May when we revealed our 4G offering.