Saudi Telecom Company/ STC: Unveil Saudi [image]

Credits & Description:

Client: Saudi Telecom Company
Product: Network And Coverage
Agency: J. Walter Thompson Riyadh, Saudi Arabia
Entrant: J. Walter Thompson Riyadh, Saudi Arabia
Product/Service: Network And Coverage
Idea Creation: J. Walter Thompson Riyadh, Saudi Arabia
Media Placement: Starcom Riyadh, Saudi Arabia
Pr: J. Walter Thompson Riyadh, Saudi Arabia
Chief Creative Operations Officer: Chafic Haddad (J. Walter Thompson)
Executive Creative Director: Rayyan Aoun (J. Walter Thompson)
Art Director: Ahmad Shanaa (J. Walter Thompson)
Copywriter: Daniah Alaoudah (J. Walter Thompson)
Copywriter: Abeer Alsalem (J. Walter Thompson)
Copywriter: Maian Alken (J. Walter Thompson)
Senior Producer: Maher Kaidbey (J. Walter Thompson)
Digital Art Director: Marc Baaclainy (J. Walter Thompson)
Junior Producer: Jude Alsaati (J. Walter Thompson)
Planning Director: Dana Alkutoubi (J. Walter Thompson)
Associate Business Director: Jad Haddad (J. Walter Thompson)
Account Manager: Maan Gelidan (J. Walter Thompson)
Gm of Marketing Communication – Consumer Business Unit: Ahmed Alsahhaf (Saudi Telecom Company)
Digital Media Director: Naif Alqazlan (Saudi Telecom Company)
Digital Media Professional: Abdullah Alotaibi (Saudi Telecom Company)
Production House: Made in Saudi (Made in Saudi)
Video URL: https://laywagif.com/unveilsau...
The Campaign:
As we examined how far our network actually reached, we realized how big in size Saudi Arabia actually was. As the world's 13th largest country, most of it we soon discovered was unknown, even to its own people. This was the perfect opportunity for us to demonstrate how strong our network actually was even in the remotest areas of Saudi and so we created an internal tourism platform. 'Unveil Saudi’ was born- and became a massive demonstration of STC's network power that put the remotest parts of Saudi Arabia on the map.
Creative Execution:
With a team of local photographers and leading influencers, we headed to these areas and captured scenes that were never shot before. And we broadcast live, using the network, on an online site that had Saudis captivated.
With every photo and video, we unveiled what was previously hidden and revealed a country breathtaking in its diversity. But this wasn't just a platform: Unveil Saudi was a brand – a brand whose products were the very locations that make the country what it is. So we created for it a logo that was both a geo-tagging symbol and a statement of intent.
The logo used the first Arabic letter for the project’s name – the equivalent of “this is” and turned it into a tag.
Superb location after amazing scenery, the logo identified what was previously hidden and revealed a country breathtaking in its diversity.
Indication of how successful the outcome was in the market:
Unveil Saudi became an ecosystem, unveiling a whole culture, its history, food, traditions across a multitude of channels. Beyond showcasing how far STC’s network can reach, we were demonstrating how deep it can go.
We had 1.2 million visitors to the site (Source: website backend)
100,000 posts, and 24 million views (Source: website backend, social media analytics)
Our hashtag generated 1.4 billion potential impressions (Source: Twitter)
Generating 320,000,000 media impressions & 1.7 million USD in PR value (Source: STC)
And also gaining government endorsement, from the education and tourism ministries, and the ambassador to the United States.
From a solution to a business problem, Unveil Saudi has grown to become a brand on its own, a modern-day ambassador of Saudi Arabia and an unprecedented demonstration of network strength.
With 'Unveil Saudi’ we gave a massive demonstration of STC's network power that put the remotest parts of Saudi Arabia on the map. We headed to these areas and captured scenes that were never shot before. And we broadcast live, on an online site – maximizing reach and unveiling our story, we took it across channels bringing it to life on TV and across social media. We even partnered with influencers, to have them document their experience. Contextually we brought it to life in live exhibitions and even generated monetization opportunities. We wanted to create hours and hours of never before seen content, brought to life across a plethora of channels created to engage and entertain Saudi through our network story. This demonstration of strength reasserted our credentials as market leaders taking STC beyond the telco category.