2010 Winners & Shortlists

Results and Effectiveness

Subscribers to STC mobile – 'Live your dream promotion' attracted 180,467 new users during the build up phase before the 1st draw was made with a total of 400,000 new subscribers to this service were achieved over the campaign period. The STC Live your dream was a Huge success in bringing incrememental revenues to STC - adding $1.2 M per month. Jawal Man Utd has been one of the most successful 'service' launches for Saudi Telecom in it's history and further enhanced it's positioning around the passion of football - particularly Man Utd.

Creative Execution

We secured a media 1st in the PAN ARAB region by introducing a 15 minutes daily TV segment during Sada Al Malaeb – Saudis No1 football show. The STC Man Utd segment kicked off with an action packed daily build up featuring exclusive interviews and behind the scenes of the very best of Man Utd. This included drama build up by the presenter that this dream can come true through STC and everyweek 5 lucky winners were announced through a live draw. With every winners trip an MBC crew was there to track every passionate step of the winner’s journey – from being awarded the prize to being filmed in Old Trafford – Capturing them live their dream through STC. To continue building our goal of recuitment - the winners trip was broadcasted every week to millions of Saudi's as proof of how STC fulfiled their Dream

Insights, Strategy and the Idea

Saudi Telecom has been struggling to attract new mobile users over the past 6 months. Their Advertising was scoring well on awareness but less on recruiting new users. So what can’t money buy - their ‘Dreams’. For Saudi men, that dream involves a place called ‘Old Trafford’ – and a football team called ‘Manchester United.’ Our strategy, to go where no Saudi advertiser had gone before – to create a campaign where Saudi men could live their Man Utd dream through STC by subscribing to their new STC Jawal Manchester service..