Saudi Telecom Company/ STC: REW-REC-PAUSE-VERTISING

Credits & Description:

Advertiser SAUDI TELECOM
Product INVISION IPTV
Entrant LEO BURNETT Riyadh, SAUDI ARABIA
Type of Entry: Media: Use of Media
Category: Use of Broadcast: TV, Cinema, Radio
Title: REW-REC-PAUSE-VERTISING
Advertiser/Client: SAUDI TELECOM
Product/Service: INVISION IPTV
Entrant Company: LEO BURNETT Riyadh, SAUDI ARABIA
Advertising Agency: LEO BURNETT Riyadh, SAUDI ARABIA
Media Agency: STARCOM MEDIAVEST Riyadh, SAUDI ARABIA
Creative Credits
Name Company Position
Bechara Mouzannar Leo Burnett, Riyadh Regional Creative Director
Jonathan Horner Leo Burnett, Riyadh Art Director
Sami Saleh Leo Burnett, Riyadh Art Director
Sami Saleh Leo Burnett, Riyadh Writer
Jonathan Horner Leo Burnett, Riyadh Writer
Chadi Saab Starcom MediaVest Media Manager
Safar Amer AL-Bargan STC
Results and Effectiveness:
These special features slots garnered a lot of attention and heavily contributed to the overall success of the launch. After the soft launch of Invision IPTV, STC expected to sell 3,000 units. After our series of ads in the soft launch period, STC received 6,000 calls requesting the IPTV service.
Creative Execution:
We thought, why don't we show the features benefits of Invision to consumers that probably wouldn't have it? After discussions with Rotana, a major TV station in the region, we were allowed to create ads inside popular TV programmes (including Arabic soaps) and actually record, pause, and rewind the content in the middle of the programmes to the unsuspecting public. Invision also sponsored the replay of every goal scored during Saudi League matches, with the catchphrase “Don’t miss the unmissable”. We created moments that would take over popular Arabic programmes and show the benefits of Invision first hand.
Insights, Strategy and the Idea:
Invision is a new internet protocol TV (IPTV) system, launched in Saudi Arabia in 2010, by Saudi Telecom. However, with the rise in popularity of other forms of pay TV and pirated content, Invision’s strengths in terms of content has been diluted. Invision’s greatest value lies in empowering customers and giving them greater control over content. Our challenge was to highlight Invision’s features (Pause, Record and Rewind up to 7 days) and set it apart from the competition.