2011 Winners & Shortlists

The Brief

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.

Creative Execution

We thought, why don't we show the features benefits of Invision to consumers that probably wouldn't have it. We identified unmissable moments in high loyalty programs and paused, rewinded or recorded epic and important scenes after they happened, to emphasize this benefit. Through this strategy, STC’s Invision became associated with TV moments (shows and soccer matches) that audiences would never want to miss.

Describe the creative solution to the brief/objective.

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.

Results

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.