2012 Winners & Shortlists

Results and Effectiveness

Stickers soon popped up all over the kingdom, on cars, in offices and on faces. It was evident that STC had hit a chord with the public, and was able to join in the celebration.

Creative Execution

We created a special operation newspaper belt, which had removable stickers that each carried a message of pride and emotion for the kingdom. These stickers could then be placed anywhere on cars, faces, office, notebooks etc, thus empowering people to express their pride in the country in any way that they chose. Newspapers were the ideal channel to deliver this, achieving both accessibility and reach and we chose the 3 main papers in the kingdom: Al Riyadh, al watan & al yaum achieving a total circulation of 300,000 over two days.

Insights, Strategy and the Idea

National day is a heavily celebrated day in Saudi Arabia, one rooted in emotion, pride and festivity. It is also the only non religious public holiday that is celebrated. The Saudi Telecom Company being an inherently Saudi organization, wanted to be a part of this day, to continue to reflect its Saudi image and maintain relevancy. This year, STC's communication for the National Day went beyond the usual and traditional one page congratulation Press Ad. Given that national day is a day for expressing pride and emotion for the nation where people dress up, paint their faces, dance, carry flags and look for different ways to express their love for the country, STC wanted to empower the nation and be part of this day. What better way than to provide people with the tools to express their pride.