Ever Closer
A new brand platform and positioning built for Mobily's twentieth year, launched with a hero film about closeness between people and carried across out-of-home in the big Saudi cities, television and video-on-demand including Shahid, retail, stadium, airport and metro placements, plus an internal launch and gala in December 2025.
- The brief
- Saudi customers, as Mobily turned 20 and moved from telecom operator toward a broader technology and media player.
- The idea
- A hero film about the private language close people develop, carried across outdoor in major cities, TV, Shahid, retail, stadiums, airports and the metro, plus a staff launch and gala.
- What to borrow
- Building a telco's positioning on the shorthand between close people places the brand inside relationships, beyond the network.
| Brand | Mobily |
|---|---|
| Agency | FP7 McCann KSA |
| Talent | Not named |
| Channels | TV, digital, social, OOH, OTT, in-store |
| Source | Campaign Middle EastCommunicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| City Centre Deira | Closer than EverIntegrated campaign · 16 Sep 2022 | Integrated campaign | – | 16 Sep 2022 |
| Almarai | Taste of SaudiIntegrated campaign · 17 Oct 2025 | Integrated campaign | Webedia Arabia | 17 Oct 2025 |
What other telecom brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ooredoo | Aamali GoConnectAd film · 26 Aug 2026 | Ad film | – | 26 Aug 2026 |
| Ooredoo | Good to be BackIntegrated campaign · 24 Aug 2026 | Integrated campaign | – | 24 Aug 2026 |
| Ooredoo | What Gravity Tour with Mutaz BarshimSponsorship activation · 20 Jul 2026 | Sponsorship activation | – | 20 Jul 2026 |
| Ooredoo | Doha Marathon by Ooredoo, 15th editionExperiential · 29 Jun 2026 | Experiential | – | 29 Jun 2026 |
| STC | Ramadan RewardsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| du | Bridging the Spaces Between UsIntegrated campaign · 6 Jan 2026 | Integrated campaign | TBWA\RAAD | 6 Jan 2026 |
| Zain | زين نت أسرع نت أسرع من الإعلان (Zain Net, faster than the ad)Ad film · 4 Sep 2025 | Ad film | Shareet Studios | 4 Sep 2025 |
