2018 Winners & Shortlists

The Campaign

For the first time, we let the Saudi housewife become the ultimate ambassador of our Home Internet Service We brought to life and showcased the lives of three different housewives, who all had one goal, to keep their family or their husband at home. Saudi housewives were on a mission to keep families at home with the help of STC’s fixed internet packages, broadcasting their message and providing advice across channels. The smart housewives were the stars of our tv commercials, where they communicated each Internet service feature: fast, unlimited, and reliable

Creative Execution

We brought to life and showcased the lives of three different housewives,who all had one goal, to keep their family or their husband at home. The smart housewives were the stars of our tv commercials,where they communicated each Internet service feature: fast, unlimited, and reliable through comedic tv spots and online content across top TV channels and YouTube & STC’s social media platforms. Our superwomen also shared their ‘family hacks’ on social media – advising how they could keep the family together. Then, our heroes took their motherly advice to the streets through billboards and even in retail with flyers and leaflets explaining the products. And even in Ramadan,our housewives they had tips to share about keeping the family home and STC’s reliable internet. Consumers engaged with our content, creating memes and content of their own, fueling a conversation about great internet at home, and keeping the family together. her.

Describe the success of the promotion with both client and consumer including some quantifiable results

For STC this was the most successful fixed broadband campaign to date. From business perspective • We increased the number of subscribers on fixed network by 35% versus an initial objective of 5% (Source: STC) • We migrated more than 135K subscribers from mobile broadband to fixed versus an objective of 50,000 (Source: STC) But also our ‘mums’ became a part of popular culture as the social media community used their personalities to reflect real time events in memes, and social commentary. By having mum on our side, we turned the Internet from a tool that drives families apart into a connecter. And we proved that, truly, there’s no place like home

Explain why the method of promotion was most relevant to the product or service

With Stagnating fixed broadband subscriptions and an increasingly competitive category, we turned the Internet from a tool that drives families apart into a connecter. And we proved that, truly, there’s no place like home. With the most successful fixed broadband campaign to date, exceeded our objectives increasing the number of subscribers on fixed network by 35% versus an initial objective of 5% (Source: STC) and migrating more than 135K subscribers from mobile broadband to fixed versus an objective of 50,000 (Source: STC Data)

The household as a target audience was very broad – if we talked to everyone we ran the risk of being generic and most communication usually spoke to men as the typical breadwinner. But with the current zeitgeist in Saudi, the economic challenges – dual income households were increasing, children were spending more time with friends, the household was becoming fragmented. This got us thinking – maybe we could find an ally within the household that hadn’t been spoken to at all when it came to fixed data packages. We found a common interest with mums: They wanted more quality time at home, and we wanted to promote our Unlimited Internet Packages for Home. After all, No one knows how families work better than her