2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

We managed to create a comfortable WiFi experience where you least expected. We combined the insight of old couches being left on the street, with our free WiFi service available at those location to create that unexpected experience.

Background

STC offers a free WiFi network around the country for their customers to use. This service takes pressure off the the networks when people use it. However, people weren’t using it enough, so we needed an innovative and disruptive way to get people to know about the availability of the WiFi network and more importantly, use it.

Describe the creative idea.

WiFi Couches Couches, are often thrown out on the street when people have no more use for them, to provide seats for those walking past to sit down. We decided to hijack these couches that are left outside around the kingdom to communicate STC’s wifi offering. While sitting on the couches, people could use our free WiFi network. Combining comfort and convenience to get our message across.

Describe the strategy.

Considering the vast coverage of our WiFi network, our target audience was quite wide, including both Saudi & expat population. We needed to be disruptive- By hijacking the sofas, We raised awareness of the wifi service and created a comfortable environment for them to relax and use the internet.

Describe the execution

The first step was to find as many used couches on the street as possible. Nearly every neighborhood has one. After that we placed attractive and noticeable posters in different languages such English, Arabic and Urdu (considering our class B and C target audience) to highlight those areas as WiFi free so people can sit on the couches and use the Wifi connection.

List the results.

The campaign resulted in an increase of 137 percent ini WiFi usage around the kingdom.