2018 Winners & Shortlists

THE CAMPAIGN THAT NEVER SAW THE LIGHT

Client/BrandSAUDI TELECOM COMPANY
Product/ServiceNETWORK AND COVERAGE
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
Idea Creation J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Production HEDGEHOG Beirut, LEBANON

Brief Explanation

A massive customer base meant immense pressure on STC’s service centers. Beefing up the centers with more staff was not a choice as it was costly and needed time. Our solution? Promote MySTC, a full service app that few used. Introducing: ‘The Campaign that never saw the light’ which appeared only when STC stores closed, and disappeared when it opened in the morning with customized messages close to where Saudis hangout showing store fronts in neon lit billboards. People loved it and almost half of our customers used the app, saving STC lots of cash & reducing customers’ frustration. STC’s In-Store footfall went down for the first time ever by 9%, a staggering 180% more than our objective (Source: STC sales data)

Credits

Name Company Position
Chafic Haddad J. Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J. Walter Thompson Executive Creative Director
Jean Elazar J. Walter Thompson Senior Art Director
Amr Wagih J. Walter Thompson Creative Director
Maian Alken J. Walter Thompson Copywriter
Firas Ghannam J. Walter Thompson Senior Art Director
Max Dipasupil J. Walter Thompson Digital Art Director
Dana al Kutoubi J. Walter Thompson Head of Strategic Planning KSA
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