2020/2021 Winners & Shortlists

MOBILY- DATA - DONT LET IT BE YOUR STORY

BrandMOBILY
Product/ServiceDATA CAMPAIGN
EntrantMOBILY Riyadh, SAUDI ARABIA
Idea Creation FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
Production FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
Production 2 MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA
Production 3 NOJARA PRODUCTIONS Cairo, EGYPT

Why is this work relevant for Integrated?

The campaign rollout was on 3 phases, Introduction phase which had a teaser video and posters on cinema and social media followed by reveler videos and visuals on social media and outdoor. The second phase was education where we created educational motion graphics to describe our offerings in detail. The last phase was the engagement part of the campaign here we released two videos and social media visuals.

Background

Our brand has the widest variety of internet bundles which include 15 packages divided into Data SIMs, vouchers, and add-ons that would be applied to your regular calling bundle. Basically, we had a problem involving communicating the diversity of our internet solutions and how to subscribe to them. The objective of this campaign is to summaries all data products which comprise of add-ons, recharge vouchers, and SIM cards.

Describe the creative idea

Our challenge was to stand out from the competition, as everyone in the market is offering more or less the same thing. Our insight in which we built the creative output around is the bad situations that you can go through if you lost your internet connection. This led us to create a video showing people who end up in really bad situations due to loss of internet connection. Our key element to attract customers' attention was to exaggerate these situations in a humorous yet serious tone. With our campaign message: DO NOT IT LET BE YOUR STORY!

Describe the strategy

Our main target audience was millennials who depend on the internet throughout their daily activities. People who depend on Google Maps to navigate the roads, or learn new things on YouTube and share their daily activities through Snapchat or simply watch a movie on Netflix. Our Approach to the audience was emotional, unlike the competition. We highlighted our products' variety through showcasing relevant situations to our target market and we exaggerated it to add the fun element.

Describe the execution

We started off with a cinema teaser that was shot and executed to feel like a real movie teaser and placed teaser posters in cinema hallways as well as a teaser on social media to raise the curiosity of the audience. The teaser was running for one week. We followed that with our video on social media to reveal our offering at the end of the video along with visuals inspired by the video and concept on social media and outdoor prints. The campaign duration was 30 days including the teaser period. The campaign was digital supported by outdoor placements on selected mediums.

Credits

Name Company Role
Samir Siddiqi fullstop Managing Director
Haitham EL MANAWATI fullstop Client Servicing Director
Rayan Jari fullstop Client Servicing
Islam serag fullstop Creative
Links
Video URL