2014 Winners & Shortlists

Results and Effectiveness

The video went viral on Oct 04 2013 and created huge buzz generating 1 Million+ views in less than 5 days. 1,536,733 views on YT, 3,579,034 minutes of video content consumed 4,864 Likes & 639 comments on YT, 115 FB likes & 181 Retweets Business outcomes: we have 3 data outbound roaming packages: - Daily package: increase 300% - Weekly package increase 450% - Monthly package increase 210% compared to previous break (Fitir vacation) Business objective was increase usage of these packages and this was achieved especially on the weekly package due to short vacation period. We were awarded with the number one most viewed video in MENA

Creative Execution

We wanted to bring credibility & scale to the amazing true stories that STC created when they bring people together. Adha break came as the perfect time to drive memorable experiences & broadcast our message. We gave the best surprise to people who came to our flagship store, an opportunity to remove TUFUSH. We asked few questions in an interactive manner starting with “Are you bored?”, if he said “Yes, I am bored”, we took him & 2 of his friends for A TRIP TO DUBAI & experience STC’s roaming services. We hosted dinner and a movie of their choice. Throughout the trip, they stayed connected & shared all their beautiful moments with friends & family back home. We filmed their entire journey & drove scale by publishing it on YouTube as KSA is rated number 1 in YouTube penetration with 200+ Million views per day in the world.

Insights, Strategy and the Idea

The Kingdom offers limited excursion opportunities and people are always looking to get over “Tufush” and most of the time they do it by always staying connected. This always connected trend is very strong in the Kingdom as it has one of the highest Smart phone penetration in the world. People are always on phones sharing their experiences. But sometimes this sharing becomes a big challenge especially when they are travelling outside the Kingdom. STC being the largest telecom service provider wanted to endorse that they can always stay connected no matter where they go. For us to achieve that we needed to change the way STC talked about the service. It is no longer about the product but it’s about how we could create a memorable experience with STC customers, that with STC roaming service “Tejwal” they can always stay connected as if they never left KSA.