2016 Winners & Shortlists

THE SUPERSONIC SAUDI

BrandSAUDI TELECOM COMPANY - STC
Product/ServiceJOOD (FIXED BROADBAND)
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
Entrant Company J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Advertising Agency J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Media Agency STARCOM MEDIAVEST GROUP Riyadh, SAUDI ARABIA

The Brief

STC wanted to lay claim to the ultimate speed benchmark with the introduction of its fiber-optic home Internet package, “Jood” and win the data battle. We wanted to gain market share, so we used one of the oldest sales techniques in the book: ‘Try Before You Buy’... but with a twist. Instead of trying the product, you would have a chance to try the ultimate speed experience: a supersonic flight. The strategy was to engage with the Youth through an appealing activation that is true to their interests and aspirations to achieve more conviction in the service.

Creative Execution

The Broadband is all about the high speed; the try before you buy promotion was communicated with a twist. Try the ultimate super speed experience of a supersonic flight. We launched the bungee activation to challenge the public to ‘prove themsleves’ by making a jump - and earning a chance of the MiG-29 experience. The campaign directed them to a microsite to schedule their jump in one of the Kingdom’s three major cities: Riyadh, Jeddah and Dammam. All jumps were posted on YouTube, which enabled the contestants to share their experiences online and challenge their friends to jump too. Social media was key in helping participants increase their video views – and compete with each other to win the MiG-29 experience. The participant who gathered the most views would win the MiG-29 supersonic flight.

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

Over 600 people eventually made a bungee jump, out of the 3200 who were scheduled to participate. Their videos generated 1.4 million views and 46,000 likes on Instagram and YouTube. Subscriptions to STC’s fast internet service package reached more than 130,000, exceeding the target by 63%, and the story made headlines in newspapers, on blogs, and on the region’s leading TV channel MBC – turning the winner and STC into ‘supersonic heroes’.

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

STC launched a “Try Before You Buy” promotion on Jood high-speed Internet bundles, targeting existing & potential customers. We communicated this promotion through an activation that allowed consumers to get a chance to try the ultimate speed experience: as supersonic flight. To test the courage and physical strength of participants, we kicked off with the first-ever bungee jumping activation in KSA. They were asked to share their experience online, and the person with the highest number of views and likes was the winner. The prize was a trip to Moscow for a supersonic flight from a Russian air base, in a real MiG-29 fighter plane.

Credits

Name Company Role
Chafic Haddad J.Walter Thompson KSA Chief Creative Operations Officer
Rayyan Aoun J.Walter Thompson KSA Executive Creative Director
Gilbert Abdallah J.Walter Thompson KSA Associate Creative Director
Ezzeddine Yassine J.Walter Thompson KSA Art Director
Haifa Al Rasheed J.Walter Thompson KSA Senior Copywriter
Charly Wehbe J.Walter Thompson KSA Head Of Channel/Technology Planning
Laurent Wehbe J.Walter Thompson KSA Senior User Experience Architect
Joe Abou Daher J.Walter Thompson KSA Head of TV Production KSA
Maher Kaidbey J.Walter Thompson KSA Senior TV Producer
Fayez Jabri J.Walter Thompson KSA Business Director
Jad Haddad J.Walter Thompson KSA Account Director
Ziad Rayes J.Walter Thompson KSA Account Manager
Ahmed Al Sahhaf STC Marketing Communication Gm Consumer
Safar Al Bargan STC Channel Marketing Director