As Saudi Arabia's biggest day of celebration, #SaudiNationalDay drives a huge amount of conversation on Twitter. Mobily (@Mobily) wanted to make its mark during this day of national pride with something memorable, teaming up with musicians to launch an exclusive new track.
On one of the region's busiest advertising days of the year, @Mobily came up with a unique strategy to engage with audiences. Partnering with a number of influential Saudi musicians, @Mobily dropped a hot new track on Twitter.
Launched as part of a wider campaign with the انطلق_يالأخضر# hashtag (roughly translated as #GreenIsGo), the song's lyrics were inspired by the determination of Saudis across the country. The energetic video features hints of green throughout in a nod to the national colours.
A short teaser video was Tweeted on 14 September, just over a week ahead of Saudi National Day, encouraging the public to sign up for a reminder so that they would be the first to hear the full song as soon as it dropped. As part of the reveal phase, those who opted in for a reminder were given exclusive access to the video of the new song hours ahead of everyone else. The final video reveal also aimed to drive further engagement with the opportunity to enter a prize draw to win smart devices.