2017 Winners & Shortlists

UNVEIL SAUDI

Bronze

Case Film

Presentation Image

Client/BrandSAUDI TELECOM COMPANY
Product/ServiceNETWORK AND COVERAGE
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
Type of EntryIntegrated
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.Over four consecutive trips, through STC’s vast network coverage, we unveiled 75 locations – not just cities and villages but islands as well. We uploaded immediately, enabling people to be with us every step of the way. We used the content for outdoor advertising,And TV commercials and across our social media assets. We took it to live exhibitions and even recharge cards became a gallery by themselves. New monetizing opportunities opened up and Brands asked to purchase our content. And the Ministry of Education is now using it to create an immersive VR experience in schools.

  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. We broadcast live and used a mix of channels from TV, to social media, live exhibitions and even our pre- paid cards to demonstrate the strength and to create cultural impact at scale. From a solution to a business problem Unveil Saudi has 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. This demonstration of strength reasserted our credentials as market leaders taking STC beyond the telco category.

Credits

Name Company Position
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
Naif Alqazlan Saudi Telecom Company Digital Media Director
Abdullah Alotaibi Saudi Telecom Company Digital Media Professional
Made in Saudi Made in Saudi Production House
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