Brand | MOBILY |
Product/Service | BRAND CAMPAIGN |
Entrant | MOBILY Riyadh, SAUDI ARABIA |
Category | Innovative Use of Technology |
Idea Creation
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Background
Mobily, one of Saudi’s biggest telecom brands and challengers, is constantly driven by a unified purpose: “unlocking possibilities by empowering the digital economy”. Even though the Saudi youth are aware of Mobily as a brand, they hardly understood what this purpose meant in their daily lives. More importantly, what it meant in the middle of a global pandemic when all progress and possibilities of their future are put on hold.
Saudi National Day – the Kingdom’s most socially connected day of the year - was the perfect opportunity to bring this purpose to life and actively engage with Saudi’s youth. The challenge then became how do we connect with them and empower them to connect with others in the middle of a complete social lockdown?
We knew that with a seasonal campaign budget without a tactical offering that triggers them, we needed a relevant and distinctive way to drive engagement.
Describe the strategy
During that challenging time, the only way for Saudis to connect with the world and one another was through their smartphones. That’s why the strongest way forward was creating a cultural mobile-first movement driven by Saudi’s own energized, ambitious and digital savvy change-makers.
We wanted to champion the Saudi youth who continued to create and move forward when the world was on pause - from graphic artists and dancers to fashion leaders and athletes - those who would make others push through uncertainity and realize their future today.
The movement was called “GREEN IS GO”; leveraging the color of the Saudi flag that embodies our message around going onward while shining a light on young Saudis, their self-driven ambition and their potential.
Describe the execution
We first launched a teaser campaign including social videos, billboards and posters to create awareness around the movement featuring our change-makers and a bold canvas by a Saudi calligraphy artist and a local graphic designer as their background. We then amplified engagement and video views by partnering with Snapchat and creating the first-ever color-reginition AR lens for the region.
By snapping anything colored green, anywhere (flags, cars, clothes, graffiti, post-it-notes), Saudis were able to unlock our composed song and original music video, featuring the diverse group of change-makers including Saudi rap artist Slow Moe. They could also use the Snapchat Face Filter, repost the video and express what the color green symbolizes to them. Lastly, we made the track available on Spotify where it became an anthem for Saudi youth; a rallying cry to go green, to go forward and make things happen.
List the results
In only 3 days, Our “GREEN IS GO” movement surpassed industry benchmarks and KPIs across all digital and social platforms.
- 1.5 million views on Snapchat
- 2.77% VTR (3x the industry benchmark)
- Average playtime of 32 seconds (3x the industry benchmark)
- + 97,000 Snapchat shares
- + 100,000 saved snaps
- 15 million video views
- + 137 million impressions.
Last but definitely not least, we earned 26 organic media articles in top tier publications across the Kingdom (a country where PR is primarily awarded only through paid sponsorship).
Credits
Ryan Reed |
M&C Saatchi |
Creative |
Ben Lees |
M&C Saatchi |
Creative |
Braden Deatcher |
M&C Saatchi |
Creative |
Karim Sherif |
M&C Saatchi |
Creative |
Antony Stearns |
M&C Saatchi |
Strategy |
Natalie Cooke |
M&C Saatchi |
Strategy |
Carrera-Jade Simmons |
M&C Saatchi |
Client Servicing |
Mitch Williams |
M&C Saatchi |
Social |
Loulia Almidani |
M&C Saatchi |
Client Servicing |
Amy Brill |
M&C Saatchi PR |
PR |
Melinda Mesiano |
M&C Saatchi PR |
PR |
Muhannad A. Kadi |
Mobily |
Client/General Manager Corporate Brand Management |
Loui A. Kofiah |
Mobily |
Client/Brand Communication Director |
Manasvi Gosalia |
Deja Vu |
Production |
Pratixa Kanojia |
Deja Vu |
Production |
Mary Bou Akl |
Deja Vu |
Production |
Anna Karinvinge |
Sauvage |
Production |
Daniela Lázara |
Sauvage |
Production |
Links
Video URL