2016 Winners & Shortlists

Brief Explanation

STC developed a new communication platform for its Broadband offering which addresses the Youth target audience. The new platform’s positioning responded to young people’s need to discover their purpose, express themselves and pursue aspirations. “Don’t let anything stand in your way”, the creative idea, was an open invitation to the Broadband generation that builds on this sense of discovery and achievement, as STC’s Broadband will go the extra mile to prevent anything from getting in the way of their Education, Entertainment, Fun, Business etc… To bring this idea to life, STC launched the Kingdom’s biggest talent platform. This hub gives Saudis the freedom to ‘not let anything stop them’ – which inspired the name of the platform “LaYwagif”, where content is written, directed, and performed by Saudis for Saudis. It has literally changed the game by encouraging young Saudis to create content and implicitly demonstrate the quality of STC Broadband

Creative Execution

The online Hub “LaYwagif” hosted entertaining Branded content in the form of sitcom series with multiple episodes and seasons. The sitcoms talk about the Broadband RTBs in a light-hearted and subliminal manner. Sure enough, the portal became an entertainment destination, and we decided to post another series that went beyond the Broadband service: “Rayi7 Rayi7” was a newly created series tackling the Roaming service, in which a group of friends travelled with a Puppet character and enjoyed new experiences together on vacation, with no internet hiccups. The results exceeded all expectations (with over 37 millions views across all episodes).

Results

The popularity of the shows represented an unprecedented success in terms of positive results: Views: • LaYwagif shows achieved 24,492,567 views (across all episodes). • Rayi7 Rayi7 shows achieved 12,803,589 views (across all episodes). • That’s a grand total of 37,296,156 views. Brand Health Tracker: • STC became a consistently leading Brand in Broadband. • Brand Equity for STC in Broadband continues on an upward trend, with its Brand Equity Index of 8.7 exceeding that of Mobily (STC’s closest competitor) by at least 6 points. Market Share: STC became market leader – with a 50% market share in 2015, compared to 40% the previous year. The total earned publicity value for the STC Broadband is $470,000.