2016 Winners & Shortlists

1ST BRANDED ONLINE ENTERTAINMENT HUB

BrandSAUDI TELECOM COMPANY - STC
Product/ServiceBROADBAND
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
CategoryProduct Launch/ Re-Launch / Shopper Marketing
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

The Brief

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.

Creative Execution

The online Hub “LaYwagif” hosted entertaining Branded content in the form of sitcom series with multiple episodes and seasons. The sitcoms talked about the Broadband RTBs (Best Coverage, Speed, Service Quality, Innovation, Competitive Prices, Package/Interface Flexibility) in a light-hearted, subliminal manner. Sure enough, the portal became an entertainment destination, and we decided to post another series, going beyond the Broadband service: “Rayi7 Rayi7” was a new series promoting the “worry-free” positioning of STC Roaming services. The wide variety of shows on the Hub allowed STC to host a number of competitions designed to cast more actors and hunt for directors. Winners have starred in the shows, others have directed episodes or even been sent to study filmmaking abroad. The objective of the campaign was to engage with the Youth and drive belief in STC’s Broadband. The success of the activations led us to develop new shows and more engaging ideas.

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

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

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.

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