STC and Mobily theme songs have been going head to head for years. In 2016, Our song performed extremely well, but it still wasn’t number 1 on the charts.
This year, we wanted to reach #1 on the charts, but we didn’t have the budget to use traditional media channels.
Saudi Arabia’s Telco industry is fiercely competitive with 3-major brands competing for their market share - Mobily, STC and Zain.
During Ramadan, a time when Muslims fast and self-reflect during the day, attention spans are low. Telcos create songs as ways entertain people.
This year, we wanted to ensure that we outplayed our competitor’s theme song, without trying to outspend them. We had an emotionally charged video, but we wanted to make it reach the top of the charts.
During the month of Ramadan, people spend an average of 14 hours a day fasting as it is one of Islam’s main pillars. The days are long (kind of like this judging process). Their attention span is low, and they want something to pass the time. So, they turn to their mobiles for entertainment (Put that phone in your pocket!).
Our research revealed that there was a huge spike in social media usage during the fasting times. When we dug deeper, we realized that this group was actually communicating with each other rather than browsing their feeds.
We also knew that Snapchat was one of the fastest growing social media platforms in the region because Saudis are generally more private, so they preferred Snapchat when engaging with their closest circle of influence.
Knowing that friends and family influence each other more than any TV advert, we decided to create a real-time digital activation on Snapchat.
Our Strategy was simple: Influence the inner circle of our audience’s closest family and friends, and watch our song naturally become number amongst them.
Our audience was young, social-media savvy, fasting Muslims that were looking to be entertained during the Holy Month of Ramadan. If we wanted to be number one, we needed to relate to this audience and connect with them beyond the traditional channels.
Our Mobily song, which showed all the iconic moments that took place during two distinct eras, was booked to launch on traditional media such as TV, and digital. However, most of our competition had already populated their songs on these channels, including Anghami – a free music app in the region that Saudis used regularly for the latest hits.
We decided to break away from the conventional channels and connect with our audience using Snapchat, which is not necessarily known for music, but where people go to and interact with their closest friends and family daily.
So, whilst everyone else was fighting for airtime, we decided to leverage a different strategy. One that would not only put us directly in front of our audience, but that would also capture the hearts and minds of a demographic.
We couldn’t simply rely on our traditional media channels to get our song to become the number hit during the Holy Month, so we partnered up with Saudi Arabia’s most popular social media platform - Snapchat and leveraged their circle of influence to spread our song amongst them.
To entice our audience to learn, sing and share our song, we created a one-of-kind Snapchat Lens, which was a first for the region.
The Snapchat-Mobily Ramadan lens was equipped with the first-ever lip-syncing, karaoke-inspired technology that allowed users to naturally sing our song and then share it with their closest inner circle. The lens also featured bespoke Mobily Sunglasses, which played the tvc version of the song.
We ran our sponsored lens across the Kingdom on Snapchat two days before Ramadan was set to kick off, which gave us a head start against our competition.
Users could then sing along to Mobily’s song, with the lyrics appearing on screen. The lyrics appeared at the bottom of the screen and helped users memorize the song, lip-sync it and share it with their friends in a fun and engaging way.