2017 Winners & Shortlists

STC - NATIONAL DAY CAMPAIGN

BrandSAUDI TELECOM COMPANY
Product/ServiceCORPORATE
EntrantSTARCOM Riyadh, SAUDI ARABIA
CategoryUse of Branded Content created for Digital or Social Media
Idea Creation STARCOM Riyadh, SAUDI ARABIA
Media Placement STARCOM Riyadh, SAUDI ARABIA

The Campaign

We needed to find the right elements that would empower our audience , an interactive element that would our audience at the forefront of our campaign. Second, how else to celebrate a national event without a national anthem, and second we needed to hub all the user generated content in a place where everyone can access and witness the scale of the engagement and to consequently trigger the emotion of belonging and pride. We sought to identify what is the type of content and what are the media touch points that can allows to accomplish the above, also noting. - Saudis are highly engaged in social media, especially around national related topics - Saudis are attached to their local music and like to blast it on National day - Snapchat in Saudi enjoys the highest penetration in the world among teens

Creative Execution

First to consolidate and showcase all user engagement we created a hashtag based on which the creative was built including the song. In order to reach the masses within two weeks, we secured - TV spots (cuts from the song) on major regional TV stations, including MBC channels, Rotana and Saudi TV. - Radio spots to play the song created including DJ mentions - Large OOH & Stadium-boards across KSA main cities, Riyadh, Jeddah & Dammam - Mass digital display cross device campaign - Song was pushed through a video that we promoted on YouTube & Social Media - We pushed Snapchat to create a Live story on its discover tab, onto which we delivered STC ads and branded national day filters for the users to celebrate - We pushed the song onto the top 5 songs of Anghami, music app with over 2 million subscribers in KSA.

The hashtag was mentioned over 96,000 times on national day only and 123,000 times in just 5 days, x17 the average rate for a brand initiated hashtag. Also in just 5 days, the video (song) was played 3.7 million times. of which 2 million were organic! Overall on digital the campaign within 5 days achieved 170 million impressions + 350 million earned impressions. On snapchat earned impressions from filters exceeded the average number of earned impressions of a US national campaign despite the difference in country size. So besides getting people together and express themselves under one umbrella, we managed to increase STC's brand favorability over the month of the campaign by 12%.

This work is relevant for Media Lynx because, throughout this campaign, - we created a song that went viral - broke a Guinness world record - Brought our target audience together through a Snapchat live story

Insights, Strategy and the Idea

Our target audience was the local mass, the majority of the population are below the age of 35, highly engaged on social media, bound to drive the engagement for our campaign. We needed to deliver a mass campaign in a unique and engaging way. In terms of creative and building on the insights above, STC went to create a song for National Day by famous singer Majed Al-Muhanndes. We went on to put Saudis on the map, literally we gathered locals from all parts of Saudis to form a human map when pictured from an aerial view, eventually to break a Guinness World Record for largest human image of a country/continent. To create a uniqueness we sought out first to market partnerships which led us to lobby snapchat in creating a live story for KSA national day and run STC ads in it, STC became the first brand to-do-so in

Credits

Name Company Role
Omar Katanani Y&R Business Director
Links
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