| Brand | SAUDI TELECOM COMPANY |
| Product/Service | NETWORK AND COVERAGE |
| Entrant | J. WALTER THOMPSON RIYADH, SAUDI ARABIA |
| Category | Interactive Outdoor Experiences |
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Idea Creation
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J. WALTER THOMPSON RIYADH, SAUDI ARABIA
|
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Media Placement
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J. WALTER THOMPSON RIYADH, SAUDI ARABIA
|
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PR
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J. WALTER THOMPSON RIYADH, SAUDI ARABIA
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Brief Explanation
On National Day, Saudis prefer to travel abroad, encouraged by local airlines offering low fares. So STC spoke to these travellers right before they boarded, by installing large LED screens (5 meters) at the airport.
The screens displayed contextual messages that challenged them to cancel their trip and stick around for their nation:
- "Of all the days you can travel, you chose today?"
- "What's a National Day without nationals"?
- "It's called National Day,not International Day!"
- "Ready to cancel your trip for the sake of your country?
Within seconds,the conversation around the messages on the LED screens moved online, sparking a debate about celebrating National Day outside of the country. Travellers who accepted the challenge went on an unexpected trip to untapped destinations, witnessing majestic sceneries only a few Saudis have seen.They shared their experience using STC's coverage that extends to the remotest parts of the country.
Credits
| Chafic Haddad |
J. Walter Thompson |
Chief Creative Operations Officer |
| Rayyan Aoun |
J. Walter Thompson |
Executive Creative Director |
| Elie Choueiry |
J. Walter Thompson |
Associate Creative Director |
| Ahmad Shanaa |
J. Walter Thompson |
Art Director |
| Abeer Al Salem |
J. Walter Thompson |
Copywriter |
| Jad Haddad |
J. Walter Thompson |
Associate Business Director |
| Maian Alken |
J. Walter Thompson |
Copywriter |
| 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 |
| Firas Ghannam |
J. Walter Thompson |
Senior Art Director |
| Maher Kaidbey |
J. Walter Thompson |
Senior Producer |
| Jude Alsaati |
J. Walter Thompson |
Junior Producer |