2019 Winners & Shortlists

THE BIG SHUTDOWN

BrandSAUDI TELECOM COMPANY
Product/ServiceSELF-SERVICE DIGITAL TOOLS
EntrantJ. WALTER THOMPSON Riyadh, SAUDI ARABIA
CategoryLive Advertising & Events
Idea Creation J. WALTER THOMPSON Riyadh, SAUDI ARABIA
Media Placement UM MENA Riyadh, SAUDI ARABIA
PR UM MENA Riyadh, SAUDI ARABIA
Production AFLAM PRODUCTIONS Riyadh, SAUDI ARABIA

Cultural/Context information for the jury.

The country’s digitization is at the heart of Vision 2030 and STC as the national operator has a leading role to play in digitizing the nation and helping Saudi adapt to the realities of new technology. And with STC’s fundamental value of “customer first”, evolving customer service no longer means increasing customer service agents but rather providing more speed, facilitation & information. To lead and deliver in an era of customer first and digitization, STC has developed a suite of self-service applications – However, STC had been offering digital alternatives for a while, MySTC app, MySTC Shop, MySTC 900 yet customers still chose to complete their transactions in the traditional way at a branch.

Write a short summary of what happens in the ambient or digital execution or campaign.

On 19 December 2019, Saudi Telecom Company (STC), the country’s leading operator, encouraged its clients to totally forget its stores existed. It closed all 220 branches across 118 cities in the Kingdom’s 2.1 million square kilometers of territory. No warning. No prior notice. We turned every closed shop front into an invitation to customers to use one of the self -service channels. Posters and leaflets took customers through app usage steps and we had staff on hand to demonstrate the steps. Promoters were on hand to demonstrate it, And self-service machines replicated the ease of the online experience. Targeted online educational videos explained how to use the digital services and We collaborated with influencers who illustrated and demonstrated how easy it was to use the digital suite of applications.

Credits

Name Company Role
Chafic Haddad J.Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J.Walter Thompson Executive Creative Director
Amr Wagih Mergawi J.Walter Thompson Creative Director
Noor Wafa J.Walter Thompson Copywriter
Maian Alken J.Walter Thompson Senior Copywriter
Manuel Kurkjian J.Walter Thompson Senior Copywriter
Jude Alsaati J.Walter Thompson Producer
Aziz Aljasmi Good People Director
Dia Alomari J.Walter Thompson Art Director
Jad Haddad J.Walter Thompson Associate Business Director
Ziad Rayes J.Walter Thompson Account Director
Yasmin Moufti J.Walter Thompson Account Manager
Dana Alkutoubi J.Walter Thompson Head of Strategic Planning KSA
Ahmed Alsahhaf Saudi Telecom Company GM Marketing & Communications
Faisal Alsaad Saudi Telecom Company Traditional Media Director
Good People Good People Production House
Sabine Farah Good People Executive Producer