2017 Winners & Shortlists

Brief Explanation

Not known for Broadband, STC was behind in terms of market share due to fragmented tactical communication across the Broadband portfolios of its various Business units.  As such, 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 creative idea to life and still be relevant to our target audience, we created an online Hub “LaYwagif” (first of its kind in the region), on which we posted various sitcom-like series, each with several episodes and seasons – featuring different characters played by Youtube Stars, and influencers and injecting subliminal messages about STC’s Products and Services, while above all being engaging and entertaining. The popularity of the hub represented an unprecedented success: Views: ¥ LaYwagif shows achieved 24,963,711 views (across all episodes) (Source: YouTube) ¥ Rayi7 Rayi7 shows achieved 28,751,293 views (across all episodes)(Source YouTube) ¥ Unveil show achieved 9,486,404 views (across all episodes) (Source: YouTube) ¥ That’s a grand total of 63,201,408 views. (Source: YouTube) Brand Health Tracker: ¥ Brand Equity for STC in Broadband continues on an upward trend, with its Brand Equity Index of 6.7 increasing from 6.1 (Source: STC Brand Tracker). Furthermore, exceeding that of Mobily (STC’s closest competitor) who’s equity dropped from 5 to 4.1 (Source: STC Brand Tracker) Market Share: In under a year, STC became market leader – with a 62% market share in 2015, compared to 40% the previous year (Source: Research agency tracker & STC Sales Data). This resulted in an increase of 22% in revenue (Source: STC Sales data) LaYwagif became the most visited channel in the Kingdom (Source: YouTube) increasing our subscriber base from 270,431 to now 422,206 subscribers. (Source: YouTube) And as such, the world’s number one telco Youtube channel (source: YouTube). Many of its stars are now on demand by other brands and shows. As a result, STC has now an immense database of Saudi talent and an ability to spot future celebrities.