Mobily: Everyone's Kingdom

Natalie Cooke, Carrera-Jade Simmons,

Mobily, a telecommunications brand, launched a campaign in Saudi Arabia to disrupt Saudi National Day, gain attention, create a social conversation about disability, change perceptions and attitudes and encourage people with disabilities to share their stories.

Campaign details

Brand: MobilyBrand owner: Etihad Etisalat CompanyEntrant company: Mobily - Saudi ArabiaIdea creation: In houseMarket: Middle East & North AfricaSector: Telecoms & utilitiesMedia channels: Social mediaBudget: Up to 500k

Executive summary

Mobily is a telecommunications challenger with a strong and meaningful brand purpose that aims to deliver better lives for people living in Saudi Arabia. Yet, 10% of the Saudi population are living with disabilities and are ostracised by society.

When we chatted to people, however, we realised this discrimination was unintentional. If...

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