2016 Winners & Shortlists

1ST BRANDED ONLINE ENTERTAINMENT HUB

BrandSAUDI TELECOM COMPANY - STC
Product/ServiceBROADBAND
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
CategoryWebsites
Entrant Company J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Advertising Agency J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Media Agency STARCOM MEDIAVEST GROUP Riyadh, SAUDI ARABIA
Production Company DREAMBOX FILMS Beirut, LEBANON

Creative Execution

Whenever a new episode was launched on the portal, a campaign was developed to draw our audience to the content. Each began with a teaser for the episode, driving attention to STC’s destination entertainment site “LaYwagif”, especially given that YouTube Saudi stars were being featured. Simultaneously, a targeted online campaign drove additional traffic and created hype around the episode. YouTube pre-rolls supported with online and social media ads, driving traffic to the episode’s on-site page. TV, print & outdoor were used to help build awareness and equity, featuring clips from the show and highlighting its key messages.

The popularity of the shows marked unprecedented results: Views: •LaYwagif shows achieved 24,492,567 views (all episodes). •Rayi7 Rayi7 shows achieved 12,803,589 views (all episodes). •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 (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.

STC was not a leader in Broadband, having fallen behind market developments. They needed to connect with young Saudis, create an umbrella platform to differentiate STC Broadband from the competition, and make STC a point of reference. The challenge was to anchor an emotional benefit via this platform, enhancing STC’s image. Based on the insight that Saudi Youth are very active online, the strategy was to launch an online Hub “LaYwagif” which hosted entertaining Branded content in the form of sitcom-like series that refer to STC Broadband RTBs. In addition, an online activation related to acting in and directing episodes. Website visitors were asked to sign up in order to participate. Winners have starred in the shows, others have directed episodes or even been sent to study filmmaking abroad.

Credits

Name Company Role
Chafic Haddad J.Walter Thompson KSA Chief Creative Operations Officer
Rayyan Aoun J.Walter Thompson KSA Executive Creative Director
Amr Wagih Mergawi J.Walter Thompson KSA Associate Creative Director
Rawad El Dahouk J.Walter Thompson KSA Associate Creative Director
Yazeed Al Harthi/Haifa Al Rasheed J.Walter Thompson KSA Senior Copywriter
Ezzeddine Yassine/Firas Ghannam J.Walter Thompson KSA Art Director
Daniah Al Aoudah/Maian Alken J.Walter Thompson KSA Copywriter
Joe Abou Daher J.Walter Thompson KSA Head of TV Production KSA
Charly Wehbe J.Walter Thompson KSA Head Of Channel/Technology Planning
Laurent Wehbe J.Walter Thompson KSA Senior User Experience Architect
Elie Daccache J.Walter Thompson KSA Digital Project Director
Marc Baakliny/Max Dipasupil J.Walter Thompson KSA Digital Art Director
Fayez Jabri J.Walter Thompson KSA Business Director
Jad Haddad J.Walter Thompson KSA Account Director
Ahmad Shatila J. Walter Thompson KSA Senior Account Manager
Ahmed Al Sahhaf STC Marketing Communication Gm Consumer
Abdullah Al Otaibi STC Digital Media Manager/Consumer
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