Brand | MOBILY |
Product/Service | MOBILY |
Entrant | M&C SAATCHI Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services / Business to Business |
Idea Creation
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M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Media Placement
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M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
PR
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M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
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DEJAVU Dubai, UNITED ARAB EMIRATES
|
Post Production
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DEJAVU Dubai, UNITED ARAB EMIRATES
|
Additional Company
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MOBILY Riyadh, SAUDI ARABIA
|
Summary of the work
CONTEXT: A DIFFERENT KIND OF COMMUNICATIONS COMPANY IN A CLICHED CATEGORY
As the 2nd largest telecommunications operator within KSA, Mobily is on a mission to differentiate itself from its competitors.
Core to this is its brand purpose of “A better choice, for a better life” and its determination to fight for what is right, and delivering an ongoing commitment to provide a better life FOR ALL.
Saudi Arabia is going through strong attitudinal shifts, and as a local brand Mobily is actively aligning itself and driving these shifts. This is counter to the cliched generic positioning of its competitors.
Aiming for differentiation,, Mobily wanted to leverage one of the heaviest traded communication periods in Saudi Arabia – National Day. A time traditionally used to celebrate unity, we were faced with the challenge of having to find a fresh way to promote a very important message of inclusion to the Saudi people.
We needed to disrupt the usual cliched tropes with an impactful and provocative idea that would awaken Saudis to the issue that exists and the positive contribution people with disabilities can make to KSA.
CREATIVE CHALLENGE: TACKLING INCLUSION
10% of the KSA population have a disability of some form. With a lack of employment, education, and accessibility opportunities, disabled people are ostracised and left feeling isolated, unaccepted and forced to hide in the shadows.
The majority of the KSA population (90%) can often lack empathy towards persons with disabilities. Our job was to gain their attention around the topic of disability and get them to share their viewpoints around an inclusive society with persons of disability.
SOLUTION: DELIVERING A COMPLETE NATIONAL DAY
Saudi National Day gives Saudis an opportunity to celebrate a united Kingdom.
However, until the disabled 10% of the population are accepted, Mobily believes the Kingdom cannot be complete.
EXECUTION: INCOMPLETE, THEN COMPLETE: A KINGDOM FOR ALL
Our #EveryonesKingdom campaign leveraged the 89th National Day of KSA to create disproportionate returns.
Launching a week before National Day, our first film, ‘The Incomplete Anthem’, showcased a Saudi Orchestra performing the Saudi National Anthem; with pauses in the composition symbolising persons with disabilities, demonstrating that, as within the performance, society is incomplete without everyone being included.
Using the Saudi national anthem was brave. Dabbling with a national anthem that the Saudi’s hold so dear had the potential of placing the Mobily brand in a poor light in the eyes of the Saudi’s, yet we believed it was the right thing to do for the right reasons.
Released on Saudi National Day, the follow-up film showed the same Saudi Orchestra performing a complete rendition of the Saudi National Anthem, complete with disabled people making up the orchestra ensemble, symbolising the power that can be achieved when everyone is included – suitably named ‘The Complete Anthem’.
We also released a content series with interviews between abled and diasabled Saudis in an attempt to demystify any beliefs or stereotypes that people might have had about persons with disabilities.
Credits
Amy Brill |
M&C SAATCHI |
PR Management |
Natalie Cooke |
M&C SAATCHI |
Management |
SCOTT FEASEY |
M&C SAATCHI |
Management |
Ben Lees |
M&C SAATCHI |
Creative Direction |
Ryan Reed |
M&C SAATCHI |
Management |
Saad Shehzad |
M&C SAATCHI |
Production |
James Swift |
M&C SAATCHI |
Art Direction |
Mitch Williams |
M&C SAATCHI |
Social |
Braden Deatcher |
M&C SAATCHI |
Creative Direction |
Thiago Neves |
M&C SAATCHI |
Creative Direction |
Antony Stearns |
M&C SAATCHI |
Strategy |
Carrera-Jade Simmons |
M&C SAATCHI |
Client Services |
Mel Messiano |
M&C SAATCHI |
PR |
Dario Albuquerque |
M&C Saatchi UAE |
Creative Direction |
Links
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