Awarded Film Production

Mobilawy World_Cup_Challenge

Mobilawy Worldcup Challenge is one of the Middle East’s first GenAI-powered World Cup campaigns, created to bring the Mobilawy brand universe to life through intelligent, automated storytelling. Built around the iconic character “Khaled – The Mobilawy Man,” the campaign transformed a global football moment into an interactive brand experience, combining cultural relevance, AI-driven content generation, and performance optimization to deliver memorable, trackable engagement.

Task

Mobil KSA wanted to launch an engaging World Cup campaign that would increase brand awareness, strengthen the emotional connection with the Mobilawy character, and drive consumer participation through an instant-reward challenge. The objective was to create a scalable, data-driven campaign capable of producing consistent, high-impact content while maximizing audience engagement and brand recall.

Strategy

GenAI Technology
Design

Creative Concept, Art Direction
Client

Mobil KSA
Date

June 2026

MOBILAWY WORLCUP CHALLENGE: Smart Brand Universe in Action

Hive developed and activated the Mobilawy Worldcup Challenge, an AI-powered campaign ecosystem centered around the Mobilawy brand universe. Using generative AI and intelligent automation, we created a dynamic storytelling framework where one persistent character could generate multiple culturally relevant stories and campaign assets in real time.

The campaign encouraged customers to scan 24 Mobil Super 10W-30 bottles for a chance to instantly win 50 SAR, with each scan representing a goal scored toward Mobil’s victory. Behind the scenes, AI continuously optimized messaging, hooks, and storytelling approaches based on audience interactions and performance insights, turning every piece of content into measurable, evolving brand communication.

Results achieved:

94% character consistency and instant recognition of the Mobilawy character.
340% higher brand recall compared to traditional campaigns.
Real-time content optimization powered by performance data and AI-driven insights.
A scalable and trackable storytelling ecosystem that continuously learns and improves.