Riyadh, Saudi Arabia – Saudi telecom operator Mobily has marked its 20th anniversary with the launch of a new long-term brand platform, “Ever Closer – منك أقرب,” developed in collaboration with FP7 McCann Riyadh following a competitive pitch involving regional and global agencies.
The platform draws on Mobily’s two-decade legacy as one of Saudi Arabia’s pioneering telecom brands and reflects its renewed focus on customer centricity, human connection, and cultural relevance. Rooted in Saudi storytelling, the campaign is built around the insight that closeness between people creates shared memories, experiences, and a private language of connection.
This idea is captured in the campaign’s central line:
“تنولد بينا لغات أكثر، كل ما كنا أقرب”
“A language only we know, as we come ever closer.”
FP7 McCann Riyadh worked closely with Mobily to translate this insight into a visual and emotional narrative, delivering a 360-degree brand launch that includes a hero film and creative assets across out-of-home, digital, social, retail, and internal channels.
The campaign represents more than a celebratory milestone. According to the company, “Ever Closer – منك أقرب” is intended to serve as a foundational platform for Mobily’s evolution from an ICT provider into a broader Technology, Media, and Telecom (TMT) player, aligned with Saudi Vision 2030. The platform allows the brand to expand its definition of connectivity, with a focus on intuitive, personalised experiences that anticipate customer needs.
The rollout marks one of the largest media investments in Mobily’s history, with full out-of-home domination across major Saudi cities, television placements, video-on-demand exposure on platforms such as Shahid, metro and airport takeovers, in-stadium branding, and an extensive digital and social media presence across Mobily’s owned channels.
Commenting on the partnership, Tarek Miknas, CEO – FP7McCann MENAT, said: “Our partnership with Mobily is a reflection of everything we stand for at FP7 McCann – a client-centric culture, work rooted in local truths, and a relentless belief in Truth Well Told. This platform proves that when clients trust you with their truth, and when creativity is guided by purpose and insight, the result can reshape a brand’s trajectory. We’re deeply grateful to Mobily for partnering with us and be a part of this historic moment – and proud to see the Kingdom’s stories told in ways that are bold, authentic, and built to last.”
Amr El Kalaawy, Regional Managing Director – FP7McCann Riyadh, added: “We’re honored to partner with Mobily at such a defining milestone in its journey. Winning this mandate was a reflection of the insight-led creative approach we bring but delivering it alongside the Mobily team – with shared ambition, mutual trust, and deep cultural relevance – is what makes this truly special. ‘Ever Closer’ is a powerful platform that connects heritage to innovation, and people to possibilities.”
With “Ever Closer – منك أقرب,” Mobily positions its next phase of growth around emotional connection, cultural truth, and a reimagined vision of what it means to stay connected in a digitally evolving Saudi Arabia.
