2009 Winners & Shortlists

Results and Effectiveness

Consumer Brand Preference increased +13% Brand Leadership +16% Modern Image attributes increased by +20%

Creative Execution

A true media 1st in the Kingdom of Saudi Arabia – we changed all the front pages of the morning National daily newspapers to reflect STC branding and colors. In a market which is extremely conservative this is more than just a first – it was achieving the impossible. By making media history on a national scale we reflected the significance of change at STC. A fresh new look for a brand new day.

Insights, Strategy and the Idea

STC was established in 1998 and over the past 10 years hasn’t received a revamped brand logo and image – it was tired and need of a make-over…. Up until recently Saudi Telecom has been the dominant supplier of telecoms but with the introduction of relaxed competitive regulation came new fresh mobile operators with ‘Big’ initiatives who have slowly eat away STC lucrative monopolistic market. Saudi market is heavily influenced by size and scale as this gives the trimming of stature and power. Our brief was to launch the NEW STC Branding on a similar grand scale whereby our activation would generate impact The Saudi media market and consumer is extremely traditional with Newspapers remaining the cornerstone of daily consumption and the respected provider of news. Our strategy was to tap into this insight and use this platform in a dramatic and unique way – to grab attention their through an activation which would convey the size and importance of the New STC brand on a national scale.