⁨The Connected Pilgrims⁩.

⁨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).⁩

⁨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'.⁩