Saudi telecom operator Mobily has launched a new brand campaign titled “Ever Closer” to mark its 20th anniversary, rolling out one of its largest media investments to date across Saudi Arabia.
Developed by FP7 McCann Riyadh, the campaign centres on the idea that deeper human connections create shared understanding and experiences, aligning with Mobily’s long-term positioning as a digital enabler in the Kingdom.
The campaign is led by a main film and supported by a broad media rollout spanning billboards, digital platforms, social media and retail spaces. Out-of-home placements feature prominently in major Saudi cities, stadiums, airports and metro stations, alongside television exposure, video-on-demand platforms such as Shahid, and wider digital channels.
The anniversary campaign follows Mobily’s first rebrand in two decades, announced earlier this month. The rebrand signals a shift in focus from functional telecom services to a more individual-driven brand identity aimed at connecting with younger Saudi audiences.
Together, the rebrand and the “Ever Closer” campaign reflect Mobily’s evolving role in Saudi Arabia’s digital landscape as it enters its third decade of operations.
