Mobily has unveiled a new long-term brand platform, Ever Closer – منك أقرب, to mark its 20th anniversary, signaling a strategic shift in how the brand defines its role in Saudi Arabia’s digital landscape. Developed in partnership with FP7McCann Riyadh, the platform repositions Mobily from a traditional ICT provider to a broader technology, media, and telecom (TMT) player embedded in everyday life.
Rather than focusing on nostalgia or milestone messaging, the platform reframes Mobily’s two-decade journey through a human and emotional lens. It is built on the insight that as people grow closer, they develop shared languages, unspoken references, and moments understood only between them. Mobily positions itself not just as a connectivity enabler, but as an active participant in these relationships and experiences.
This idea is captured in the line “تنولد بينا لغات أكثر، كل ما كنا أقرب,” which serves as both the emotional anchor and strategic foundation of the campaign. The platform reflects a broader recalibration of customer centricity, emphasizing trust, relevance, and shared experience over transactional service metrics.
Designed as a modular system, Ever Closer is intended to flex across consumer, enterprise, and future-facing offerings while maintaining consistency. The launch was supported by a hero film and a comprehensive rollout across out-of-home, digital, social, retail, and internal communications, establishing the platform as a foundation for Mobily’s next phase of growth.
