2020/2021 Winners & Shortlists

Background

The product is Prepaid packages, which are targeted to the younger consumer and to the consumer who doesn’t like a commitment. The campaign is a continuation of the previous campaign of the same product, so the platform that remained the same with a little twist is “Your Mood”, wherein the previous campaign the emphasis was on the unlimited services that the packages offer that could better a person’s mood. Now, we’re confirming that prepaid packages are tailor-made to live up to your mood.

Describe the strategy

Problem Mobily’s competition is fierce in terms of communicating to the younger consumer, as this campaign fell on the Back to School season. So, we needed a different approach to appeal to the targeted audience and resonate throughout the season. Also, we need to reposition Mobily’s prepaid packages to its rightful place in terms of having the best offers for the best prices. Solution With the Back to School season coming up, it is a great opportunity to reshape the prepaid package approach to its targeted audience. We are young, vibrant, and bold, which leads us to the need of developing a positioning campaign with a relevant direction to the young generation that is all about new trends and living the moment through a hip music video that speaks the young lingo, play the newest music, and lives the same lifestyle.

Describe the execution

This campaign was full 360 communication ( TV, OOH, Digital ( owned and paid ), Radio, Onground, Retail & POS Material, Direct Marketing activations) we started this campaign from Sep 29 -2019 to Nov 2 – 2019

List the results

1. 5.3M views on YouTube till date 2. Sales increased during the month of the campaign by 8% ( almost the double from the previous prepaid campaign. 3. Buying against audiences that are most likely to make and action with great results with CTR% being almost 3X higher 4. First radio campaign for Mobily in 2019 that aired through all the 6 commercial stations 6. 90 million impressions across all SM platforms 7. 11 channels & 1,000 spots delivering 2,340 GRP 8. 624.1M views on the lip sync challenge on TikTok 9. The prepaid campaign has done significantly well compared to the prepaid benchmarks