2011 Winners & Shortlists

Results and Effectiveness

After the soft launch of IPTV, STC expected to sell 3,000 units. After our "Don’t miss the unmissable" execution, STC received 6,000 calls requesting the IPTV service.

Creative Execution

STC IPTV sponsored the replay of goals scored during Saudi League matches, with the catchphrase "Don’t miss the unmissable". As for television shows, we identified unmissable moments in high loyalty programmes, and replayed epic and important scenes after they happened to emphasise not missing the unmissable. Through this strategy, STC’s IPTV became naturally associated with umissable, euphoric or dramatic, moments that audiences would never want to miss. By promoting IPTV during football goals and key moments in television dramas, we ensured STC’s IPTV message was being delivered during zap free and clutter free moments.

Insights, Strategy and the Idea

IPTV’s greatest value lies in empowering customers, giving them greater control over content. However, with the rise in popularity of Internet TV, VoD, paid TV and pirated content, IPTV’s strengths have been diluted. Our challenge was to highlight the control features of STC’s IPTV, setting it apart from the competition. Delving into the human psyche, it’s important to note that human beings are in pursuit of control, particularly when it comes to their passions. Football is a national pastime for Saudis, both male and female. With every match comes unprecedented fervour for the Saudi League. Apart from artful play, the most important moment in a match is the goal, which can be missed in the blink of an eye. Another national pastime for Saudi women is television dramas. Crescendos come in highly dramatic and emotional scenes, which can easily be missed because of a crying child or a chore to tend to. With IPTV, important moments would never again be missed.