THE CAMPAIGN THAT NEVER SAW THE LIGHT
Brand | SAUDI TELECOM COMPANY |
Product/Service | NETWORK AND COVERAGE |
Entrant | J. WALTER THOMPSON RIYADH, SAUDI ARABIA |
Category | Creative 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
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 |