2013 Winners & Shortlists

The Brief

STC Saudi Telecom Company is celebrating their 10 years anniversary of establishing Sawa recharge cards (Prepaid) across the kingdom of Saudi Arabia through implementing several Guerrilla activation.

Describe how the promotion developed from concept to implementation

Placing our previous learning by practicing the theory in our offices before the execution along with the right planning & Training we created Guerrilla concepts, to engage and interact with audience and empowering them. For a full year, across the Kingdom activations were held in different cities.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Sawa recruited 1.23 million new prepaid users in 2012 (5.6% VS 2011) - 6,380+ people won gifts in Scratch My Back Campaign - 4,000+ people did free local & international calls in Tele-Booth campaign - 3,000+ people received free recharging codes in Portable TV Screens campaign - 1 phone winner with an annual prepaid plan - 3 people won a trip to Makka in order to preform Umrah - 10 people won a brand new BMW car - 2,000+ gifts were distributed in the Sawa Carnival - 16,380+ gifts were distributed overall to people

Explain why the method of promotion was most relevant to the product or service

Based on Sawa 10 years anniversay and as it is a recharge prepaid card we have came with 6 implemented concepts (Guerrilla Marketing mindset): 1- Scratch my back 2- Digital Code 3- Free Telebooth 4- Guinness world records (Largest Recharge Card) 5- Surprising customers by giving a gift to travel to Mekka to do Umrah based on an emotional story