MOBILY- POSTPAID - NEW PAGE
Brand | MOBILY |
Product/Service | POSTPAID CAMPAIGN |
Entrant | MOBILY Riyadh, SAUDI ARABIA |
Category | Standard Sites |
Idea Creation
|
FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
|
Media Placement
|
MUBADARA Riyadh, SAUDI ARABIA
|
Production
|
NOJARA PRODUCTIONS Cairo, EGYPT
|
Write a short summary of what happens in the digital or ambient execution or campaign.
We decided to tease the market before we launched our revamped packages. Riyadh is relatively cluttered when comes to the outdoors. There is only one iconic large-format location inside the city, with over half a million commuters passing it every day. For years it had belonged to our competitor. Suddenly the opportunity arose to take over the iconic location from the incumbent. And we designed a visual that was unfolding the characteristic purple colour associated unmistakably with our competitor. The new unfolded message was simple: “A New Page”
In phase 2, we launched our postpaid packages with the Genie who grants wishes.
Cultural / Context information for the jury
The challenge was to introduce the new packages in time where the market is flooded with offers we had to stand out and make sure our campaign is noticed. The other challenge was to increase the profitability of the postpaid packages without starting a price war among the competition. And if we take a look at the postpaid customers we will find them picky they want “the best of everything”. We wanted to play with this insight (our customers want the best of everything) and cut short the gigabytes game. We knew the promise that our competitor gave was short-lived. Today it is 100 GBs, tomorrow 150 GBs, and so on. We didn’t want to mention data in the main message. We decided not to be so serious and to refresh the whole discussion. A joke can even be a bit overpromising so we came up with the wishes granting
Explain how the work innovatively used the outdoor medium.
We decided to tease the market before we launched our revamped packages. Riyadh is relatively cluttered when comes to the outdoors. There is only one iconic large-format location inside the city, with over half a million commuters passing it every day. For years it had belonged to our competitor. Suddenly the opportunity arose to take over the iconic location from the incumbent. And we designed a visual that was unfolding the characteristic purple colour associated unmistakably with our competitor. The new unfolded message was simple: “A New Page”
In phase 2, we launched our postpaid packages with the Genie who grants wishes.
Credits
Samir Siddiqi |
fullstop |
Managing Director |
Haitham EL MANAWATI |
fullstop |
Client Servicing Director |
Rayan Jari |
fullstop |
Client Servicing |
Fahad alahmed |
fullstop |
Creative Director |
Islam serag |
fullstop |
Creative |
Raheel Ahsan |
fullstop |
Creative |
Links
Video URL