Creation of a new Brand Identity or Rebrand / Refresh of an Existing Brand
Idea Creation
J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Media Placement
STARCOM Riyadh, SAUDI ARABIA
PR
J. WALTER THOMPSON RIYADH, SAUDI ARABIA
The Campaign
As we examined how far our network actually reached, we realized how big in size Saudi Arabia actually was. As the world's 13th largest country, most of it we soon discovered was unknown, even to its own people. This was the perfect opportunity for us to demonstrate how strong our network actually was even in the remotest areas of Saudi and so we created an internal tourism platform. 'Unveil Saudi’ was born- and became a massive demonstration of STC's network power that put the remotest parts of Saudi Arabia on the map.
Creative Execution
With a team of local photographers and leading influencers, we headed to these areas and captured scenes that were never shot before. And we broadcast live, using the network, on an online site that had Saudis captivated.
With every photo and video, we unveiled what was previously hidden and revealed a country breathtaking in its diversity. But this wasn't just a platform: Unveil Saudi was a brand – a brand whose products were the very locations that make the country what it is. So we created for it a logo that was both a geo-tagging symbol and a statement of intent.
The logo used the first Arabic letter for the project’s name – the equivalent of “this is” and turned it into a tag.
Superb location after amazing scenery, the logo identified what was previously hidden and revealed a country breathtaking in its diversity.
Indication of how successful the outcome was in the market
Unveil Saudi became an ecosystem, unveiling a whole culture, its history, food, traditions across a multitude of channels. Beyond showcasing how far STC’s network can reach, we were demonstrating how deep it can go.
We had 1.2 million visitors to the site (Source: website backend)
100,000 posts, and 24 million views (Source: website backend, social media analytics)
Our hashtag generated 1.4 billion potential impressions (Source: Twitter)
Generating 320,000,000 media impressions & 1.7 million USD in PR value (Source: STC)
And also gaining government endorsement, from the education and tourism ministries, and the ambassador to the United States.
From a solution to a business problem, Unveil Saudi has grown to become a brand on its own, a modern-day ambassador of Saudi Arabia and an unprecedented demonstration of network strength.
With 'Unveil Saudi’ we gave a massive demonstration of STC's network power that put the remotest parts of Saudi Arabia on the map. We headed to these areas and captured scenes that were never shot before. And we broadcast live, on an online site – maximizing reach and unveiling our story, we took it across channels bringing it to life on TV and across social media. We even partnered with influencers, to have them document their experience. Contextually we brought it to life in live exhibitions and even generated monetization opportunities. We wanted to create hours and hours of never before seen content, brought to life across a plethora of channels created to engage and entertain Saudi through our network story. This demonstration of strength reasserted our credentials as market leaders taking STC beyond the telco category.
Credits
Name
Company
Role
Chafic Haddad
J. Walter Thompson
Chief Creative Operations Officer
Rayyan Aoun
J. Walter Thompson
Executive Creative Director
Ahmad Shanaa
J. Walter Thompson
Art Director
Daniah Alaoudah
J. Walter Thompson
Copywriter
Abeer Alsalem
J. Walter Thompson
Copywriter
Maian Alken
J. Walter Thompson
Copywriter
Maher Kaidbey
J. Walter Thompson
Senior Producer
Marc Baaclainy
J. Walter Thompson
Digital Art Director
Jude Alsaati
J. Walter Thompson
Junior Producer
Dana Alkutoubi
J. Walter Thompson
Planning Director
Jad Haddad
J. Walter Thompson
Associate Business Director
Maan Gelidan
J. Walter Thompson
Account Manager
Ahmed Alsahhaf
Saudi Telecom Company
GM of Marketing Communication – Consumer Business Unit