Virgin Mobile KSA, a subsidiary of Beyond ONE Group, has launched a refreshingly relatable integrated campaign this month to promote its new Switch Postpaid Plan.
The campaign draws its inspiration from the daily ‘inefficiencies’ in life that have consumers overpaying for underused experiences. Leaning into the tool of comedy, the three hero films follow witty narratives that have daily consumers being charged for what they use or experience in various settings familiar to Saudi audiences.
Through customer listening, Virgin Mobile KSA and Beyond ONE surmised that to be a ‘positively disruptive, digital-first brand’, the brand needed to meet customer needs better than anyone else.
“To bring this concept to life, we envisioned three highly relatable scenarios for Saudi audiences: a stadium, a restaurant, and a hotel,” said Sameer Rana, Chief Marketing Officer, Beyond ONE. “Each scenario is brought to life in a series of hyper-localized, witty hero videos that proudly showcase a Saudi perspective.”
The brand also chose to take a comedic route to bring Virgin Mobile’s brand values to life of ‘heartfelt service, delightful surprise, smart disruption and insatiable curiosity.’
“Comedy elevates storytelling and allows us to connect with our audience in a way that’s both memorable and impactful,” said Rana. However, he noted that the main challenge that arose from this choosing this path was striking the right balance between humour and staying true to the campaign’s core message of human-centered storytelling.
“Creatively, we adopted a cinematic style paired with a witty, human-centered tone that emotionally connects with our target audience,” said Rana. The telecoms provider also made an effort to prioritise talent over status with its casting for the films.
While the three hero films serve as the centerpiece for the campaign, Virgin Mobile KSA and Beyond ONE rolled out messaging for the new offering across several touchpoints. A media mix of social media, digital-out-of-home, digital platforms and point-of-sale placements was used to ensure maximum visibility and impact.
The brand hoped to capture the attention of a wider Saudi audience while driving a narrative that would resonate with younger demographics. “We conduct periodic in-depth research studies and regularly gather feedback from our sales and commercial teams to stay closely aligned with customer needs,” said Rana. “This ensures the campaign speaks authentically to the audience.”
To measure the campaign’s success, metrics of revenue growth, user acquisition and sales, share of voice and reach, engagement and views along with awareness, impressions and recognition were selected. The brand said it’s actively tracking the campaign’s performance and highlighted the ‘organic buzz’ it has created as a welcomed result of the campaign’s success.
Credits:
Brand: Beyond ONE global and local teams
Creative Agency: Swing
