Brand Owner: Mobily
Region: Saudi Arabia
Date: June-July, 2006
Media Agency: OMD
Other Agencies: Impact BBDO
Media Owner: Al Watan
Media Channels: Print
Standing out in a World Cup period is tough. Telecommunications brand Mobily had teamed up with Arab Radio and Television, the exclusive broadcaster of the World Cup, held in Germany in 2006, to develop a tempting promotion for consumers.
The challenge was to find a media channel that would make the most of this chance to win access cards to the pay-TV broadcaster and the solution was an ad that turned conventional thinking on its head.
Instead of creating a print ad that consumers had an "opportunity to see," Mobily aimed for an ad they had an "obligation to see." As part of a wider campaign it teamed up with Al Watan, a key newspaper in Saudi Arabia with a claimed circulation of 125,000.
Al Watan normally has seven columns of text but for this execution OMD turned the central four pages into an eight-column page, with a strip ad running on outside columns and a full-page ad in the center spread.
The one-off activity meant the ads would be visible whether or not consumers were reading the paper.
Results are said to be outstanding and the appeal of this creative media execution is clear from the fact that it has since been used by both direct competitor STC and Saudi Arabian Airlines.
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