2018 Winners & Shortlists

The Campaign

Um Ali, a webisode starring a traditional old lady who – over the course of the show – walks through the streets of Saudi Arabia without ever taking her eyes of her mobile.

Creative Execution

We launched our film on our la Yawagif platform, or social media assets and YouTube channel.

This unorthodox take on broadband not only made an old lady become the nation’s sweetheart, but also our broadband ambassador. With 8 million views on YouTube, Um Ali demonstrated STC’s coverage in a unique way and helped STC achieve a 5% increase in broadband subscriptions.

An entertaining film, using an unexpected hero, the matriarch, who captures the imagination of the nation, as she let's nothing come between her and her browsing. Ultimately highlighting STC's broadband appeal to everyone from all walks of life.

For this episode we focused on a traditional character in society a typical figure head of the family, the matriarch, who we represented with um ali; but even um ali is an stc broadband user and let's nothing come between her and her browsing. Ultimately highlighting STC's broadband appeal to everyone from all walks of life.