MOBILY- PREPAID- ON YOUR MOOD
|Entrant||MOBILY Riyadh, SAUDI ARABIA|
|Category||Customer Acquisition & Retention|
FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
MUBADARA Riyadh, SAUDI ARABIA
ALLOVER GROUP PRODUCTION Riyadh, SAUDI ARABIA
Why is this work relevant for Brand Experience & Activation?
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.
competition is fierce in terms of communicating to the younger consumer, as this campaign fell on the Back to School season. So, Mobily needed a different approach to appeal to the targeted audience and resonate throughout the season. Also, we need to reposition our prepaid packages to its rightful place in terms of having the best offers for the best prices.
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 creative idea (20% of vote)
We needed to speak the target audience’s language to be able to reach the most possible of them, so, we thought that we should be going for a lifestyle direction to bring this campaign closer to their environment and they can feel that this is actually speaking to them, personally. However, a mere lifestyle direction and beauty shots won’t do the needed to build an identity to the product for the long run.
The best solution that could be a win-win situation in terms of having the campaign approach the targeted audience effectively and help in maintaining the strategy of appropriately building an identity for the product where the consumer will remember this campaign after years from now, is to have a hip and trendy song go viral and take over the virtual world and be stuck in their minds, which the artist did a good job at it.
Describe the strategy (20% of vote)
The campaign has launched the reactions were positive and the outdoor visuals were everywhere with the heroes from the video on them. As well as, the views on YouTube were growing fast. Then it was time to engage the audience and make them part of this campaign, so, they can have that personal memory from it. We customized a special lens on Snapchat derived from the art direction of this campaign’s materials. People started using the lens in their snaps and sharing them on Mobily’s channel on Twitter as they share it with their loved ones. Also, I started a lipsync challenge on TikTok, which had a very high number of views and participants, along with the on-ground flashmob show that was done in malls inside the country that had everybody part of this campaign.
The digital engagement plan took it to the home court, and it touched down
Describe the execution (30% of vote)
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 (30% of vote)
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
|Haitham EL MANAWATI
||Client Servicing Director
|Abdulmumin (Jotaro) Alfadel
|Abdulhamid al omier