STC was not known for Broadband,and was behind in terms of market share as a result of fragmented tactical communication across the Broadband portfolios held by its various Business units.
There was a need to come up with an umbrella platform for STC Broadband that would encompass all the services, be they fixed or mobile,in order to differentiate STC from the competition, and make it the point of reference.
Building on the insight that Saudi Youth are very active online,we launched an online Hub “LaYwagif”which hosted entertaining Branded content in the form of sitcom series with multiple episodes and seasons.
Results and Effectiveness
The popularity of the shows represented an unprecedented success in terms of positive results:
• 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.
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.
The region’s first branded online content hub “LaYwagif” (“No Limits”) hosted several series of sitcom content, featuring YouTube stars. Fast becoming an entertainment destination, this portal invited the Broadband generation to create their own content too. Each episode was supported by a teaser campaign to attract our audience, simultaneously with targeted online ads to drive traffic and create hype. YouTube pre-rolls supported with online and social media ads, taking viewers to each episode’s webpage. TV, print & outdoor were used to help build awareness and equity, featuring clips from the show and highlighting its key messages.
Insights, Strategy and the Idea
Amongst the youth, STC was struggling with relevance, particularly as it had legacy issues from being perceived as an old-style telco, controlled by the government. Given that the youth represents 60% of the market, and are the ones who consume the most data, it was imperative that our Broadband communication strike a chord with the youth. Online has become a platform for young people’s need to discover their purpose, express themselves and pursue aspirations, so it only made sense that we needed to be where they were, and provide content that would be both relevant to them and to our brand.