2013 Winners & Shortlists

BUSINESS QUICKNET 4G DOWNLOAD BAR

BrandSTC - SAUDI TELECOM COMPANY
Product/ServiceBUSINESS QUICKNET 4G
EntrantJWT Riyadh, SAUDI ARABIA
CategoryBUSINESS PRODUCTS & SERVICES
Entrant Company JWT Riyadh, SAUDI ARABIA
Advertising Agency JWT Riyadh, SAUDI ARABIA

The Brief

STC Business, wanted to launch their new 4G Mobile Internet service ‘Business QUICKnet 4G’ for the Enterprise sector. Our communication objective was to create awareness, in order to drive acquisition for this newly launched service. Our target audience was Corporations who still did not adapt the Mobile Broadband technology in their operation.

Creative Execution

Although direct mailing is a conventional channel in B2B communication, the execution that we used is original and engaging. Based on a real insight, the frustration employees get from Internet disconnection, we have simulated this experience in an interactive execution, followed by a message pertaining a call to action that resolves this situation. STC empowers its consumers to make more possible through its various products and services. This execution demonstrates how STC Business understands the needs of Enterprises and offers solutions to increase their work efficiency.

Describe the creative solution to the brief/objective.

Many employees experience random failures in their Internet connection when downloading or uploading big files, which leads to lack of efficiency and hence frustration. Our Direct Mailer brings this experience to life by engaging our consumers with a physical download bar that gets stuck while downloading, with a message and call to action that pushes them to switch and subscribe to the new Business QUICKnet 4G service by STC Business.

Results

We printed 1000 DMs that were distributed by sales people to the IT officers in SMEs. A total of 135 calls were received out of which 73 were translated into sales.

Credits

Name Company Role
Ramsey Naja Jwt Chief Creative Officer
Chafic Haddad Jwt Executive Creative Director
Hussein Nasser Jwt Associate Creative Director
Nabil Khoury Jwt Senior Graphic Designer
Haifa Alrasheed Jwt Copywriter
Maian Alken Jwt Copywriter
Fayez Jabri Jwt Business Director
Mohamed Itani Jwt Account Manager
Talal Jarkas Jwt Senior Account Executive
Ali Khalil Jwt Planner
Majed Alqahtani Stc Business Marketing Director
Ahmad Hussein Stc Business Marketing Manager