Mobily celebrates 20th anniversary with new campaign

Saudi telecom giant Mobily is marking its 20th anniversary with a major campaign called “Ever Closer” (منك أقرب), highlighting its journey and signaling the next phase of its development.

🎯 Campaign Goals

Highlight human connection and shared experiences, emphasizing how closeness creates unique understanding and moments.
Showcase Mobily’s evolution from a traditional telecom provider to a broader Technology, Media, and Telecom (TMT) player.

🎬 Creative Rollout

A main campaign film anchors the launch.
Broad distribution across:
- billboards in major Saudi cities
- stadiums, airports, and metro stations
- television and video-on-demand platforms
- social media and digital channels
Represents one of Mobily’s largest media investments to date.

🔄 New Brand Positioning

First brand refresh in 20 years, focusing on individuality and emotional connection, especially targeting younger audiences.
The campaign serves as a long-term brand platform, guiding messaging across all products and services.

📌 Strategic Context

Aligned with Mobily’s 2030 strategy, emphasizing customer experience, AI integration, operational efficiency, and expanded digital infrastructure, in line with Saudi Arabia’s Vision 2030.

This campaign is not just an anniversary celebration—it reflects Mobily’s evolution into a modern, connected, and forward-looking brand.