The Connected Pilgrims.
A data-led media campaign that sold Mobily's visitor SIM packages to Hajj and Umrah pilgrims from the moment they planned the trip to the days they spent in Makkah and Madinah.
- Brand
- Mobily
- Agency
- PHD
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
The crowds at Hajj and Umrah strain mobile networks, and Mobily, which had the technology to keep pilgrims connected, needed 'to cut through the advertising clutter and reach the pilgrims first with its message' (the case film of its SMARTIES MEA 2024 entry).
The idea
PHD ran the campaign in three phases, according to the case film. Before arrival, layered data narrowed the audience to Muslims who had booked flights to Saudi Arabia and were using the Nusuk app. On landing, geofenced ads reached people who had just arrived at the airport. During the stay, the campaign spotted new devices in the country that travelled to Makkah, Madinah and Jeddah. The ads, which offered the Visitors Packages 50, 90 and 100, ran in the pilgrims' own languages, among them French, Indonesian and Turkish, backed by search in several languages and markets. It was entered at the SMARTIES as 'Driving Connectivity for Hajj & Umrah Visitors'.
Results
- Mobily's volume share of visitor packages rose from 42% in 2019 to 53% in 2023, according to the entry's case film
- SIM penetration in the target audience rose from 73% to 79%, by the case film's figures
- 105,000 monthly search queries in the targeted countries, and a search response 55.8% higher than other Mobily product campaigns, according to the case film
Case study source: MMA SMARTIES Source ↗
Awards
- MMA Smarties KSA 2023KSA – Cross Digital Media MarketingSilver
- MMA Smarties KSA 2023KSA – Small Budget, Big ImpactSilver
- MMA Smarties KSA 2023KSA – Performance MarketingGold
- MMA SMARTIES MEA 2024: Bronze, Small Budget, Big Impact
Credits
- Media agency
- PHD
- Credited on the entry
- TTP
