Mobilawy Challenges

The Mobilawy App Challenges campaign for Mobil KSA — one of the Middle East's first GenAI-powered promotional campaigns, produced entirely with generative AI: one prompt, one vision, zero traditional footage.

Every bottle of Mobil Super carries a QR code — on the carton or under the foil seal. Scan it, collect points, redeem vouchers from stc, Amazon, Panda, Al Nahdi and more. The more you scan, the closer you get to becoming a Mobilawy Hero.

The series runs across seasonal challenges — Eid, the Mobil 1 Hero challenge and the World Cup challenge, where Khaled, the Mobilawy Man, turns 24 scanned Mobil Super 10W-30 bottles into goals and instant 50 SAR wins. Each film was generated from a single structured prompt — character, environment, product, app UI and prize reveal — with no conventional cameras, sets or compositing. What you see is what the model rendered.

Results reported for the World Cup challenge: 94% character consistency and instant recognition, and 340% higher brand recall compared to traditional campaigns.

Credits

Creative Direction & Head of AI

Sameh Al Tawil

AI Art Director

Muhammed Ashour

AI Flow Architecture

Adel Gamal

AI Flow Operators

Arwa Alaa

Mohamed Sabry

Voice Over

Omar Osama

Client

APSCO / Mobil KSA / Mobilawy App

Production Partner

Hive Innovative Group — GenAI Studio