mobily
Environment
Repositioning for success against new market entrants
As the second mobile operator in Saudi Arabia, mobily had reached profitability in record time.
Challenge
With a third entrant imminent, mobily aspired to capture a greater portion of the premium end of the market while maintaining its core base of value-oriented customers.
Actions
Lippincott repositioned the brand, designed a more powerful visual identity and developed a brand architecture strategy. A premier brand was launched to attract a higher market segment while a value sub-brand appeals to mobily’s legacy customers.
We redesigned mobily’s retail stores to express the new brand positioning. In the store, customers experience an immersive, exciting and engaging environment, with
interactive audio-visual content that inspires them to explore, play and discover mobily’s benefits. Graphic elements display real life “success stories,” while trained staff demonstrate new technologies and deliver customer support.
To bring the “new mobily” to life internally, we equipped the management team to lead a transformation from a sales-focused startup culture to a brand-driven organiza- tion. For external brand delivery, Lippincott prioritized the most important brand touchpoints, created a detailed roadmap for employees to deliver the brand at each, and developed a communications plan to guide mobily’s advertising agencies.