2018 Winners & Shortlists

MEET UM ALI

BrandSAUDI TELECOM COMPANY
Product/ServiceNETWORK AND COVERAGE
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
CategoryOnline: Fiction & Non-Fiction
Idea Creation J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Production C3 FILMS / TELFAZ11 Riyadh, SAUDI ARABIA

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.

Credits

Name Company Role
Chafic Haddad J. Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J. Walter Thompson Executive Creative Director
Amr Wagih J. Walter Thompson Creative Director
Yazeed Alharthi J. Walter Thompson Senior Copywriter
Elie Choueiry J. Walter Thompson Associate Creative Director
Ezzeddine Yassine J. Walter Thompson Art Director
Max Dipasupil J. Walter Thompson Digital Art Director
Maian Alken J. Walter Thompson Copywriter
Jad Haddad J. Walter Thompson Associate Business Director
Ziad Rayes  J. Walter Thompson Senior 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 Senior Digital Media Professional
Links
Video URL