2020/2021 Winners & Shortlists

Background

Problem 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 the targeted audience and resonate throughout the season. Also, we need to reposition Mobily’s prepaid packages to its right place in terms of having the best offers for 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. Mobily is 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, plays the newest music, and lives the same lifestyle.

Describe the creative idea

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 in 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

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 the targeted audience and resonate throughout the season. Also, we need to reposition Mobily’s prepaid packages to its right place in terms of having the best offers for 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. Mobily is 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, plays 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 1. 5.3M views on YouTube till date 2. Sales increased during the month of the campaign by 8% ( almost 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

List the results

1. 5.3M views on YouTube till date 2. Sales increased during the month of the campaign by 8% ( almost 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