2020/2021 Winners & Shortlists

Background

Supported by new visions and ambitions, an entire region was evolving at breakthrough speeds. The telco industry globally was also evolving as the need for revenue diversification increased. stc, telco leader and one of the Middle East’s most valuable brands, was moving at pace with the cultural evolution.. The economic and social transformation was the driving force behind stc’s new business strategy, DARE (digitalize, accelerate, reinvent and expand), The brief was to communicate the transformative changes & developments at stc by repositioning and relaunching the stc brand: from a traditional local telecom company to a regional digital enabler, a digital force committed to being an accelerator and amplifier of progress) across three markets: The Kingdom of Saudi Arabia, Kuwait and Bahrain (which operated under the VIVA brand).

The Interpretation of the Challenge (30% of vote)

Undertaking a transformation would not be easy, stc faced several challenges: A. Legacy & audience skepticism As in the case with most rebrands, there would be a feeling of “nice try,” with perceptions seeing the rebrand as just a cosmetic change rather than a real transformation. B. Establishing new brand personality & attitude We needed to find an approach that feels more global,younger,fresher and that could generate impact and alter behaviors, matching the needs of different targets. C. Brand migration Loyal VIVA customers in Bahrain and Kuwait needed to recognize the name change and understand that this rebrand was an upgrade. D. Campaign conflicts across countries Although the rebrand would hit all three markets at the same time, slightly different messages would overlap. In some cases, the KSA, Kuwait and Bahrain shared media channels and so we needed a platform that would leave clear room for localization and tactical messages.

The Insight / Breakthrough Thinking (30% of vote)

To reach the desired objectives for stc to connect with key audiences and position the brand in the future of digitization, an exhaustive research was conducted to understand the present, past and future of the telecom market in the region,but most importantly what the population demanded across the GCC region. The research focused on understanding and envisioning how the future of telecommunications looked like for the GCC from both the market and the consumer point of view. To do so, the brand team at stc, along with their brand consultancy and creative agency, conducted different workshops to find the right verbalization of the unconscious need that the audiences had previously shared through focus groups. The insights gathered through the research and focus groups, along with a comprehensive benchmark that shared best practices from regional and global competitors,led to a powerful statement that helped elevate stc to a new brand realm.

The Creative Idea (20% of vote)

We brought to life stc’s new positioning Everything is going forward through: 1. A new full brand expression (visual, sonic, digital and retail assets, logo,colours), emerging from the "slider" a visual metaphor that is always on the move and determined to bring the future closer,representing digital and human movement that activates change and transforms reality. 2. A unified brand purpose and brand strategy called for a unified call to action:“Takes you further” that delivers on both the purpose of enriching life and the brand idea of moving forward. 3. A campaign bringing it to life Starting off with a teaser that launched in KSA, Kuwait and Bahrain, This was followed by a reveal campaign that brought to life the philosophy of going further. Our thematic campaign followed in the new year, with tacticals that highlighted the different services and innovations stc had to offer including mystc,the full-service application and stcpay.

The Outcome / Results (20% of vote)

This is less a rebrand and more a rebirth. It is the unleashing of something powerful. New services beyond telco (entertainment, fintech, insurance, apps and more) and new markets in the region. A new name, visual and verbal expression, and personality that match what is being transformed - from a local telco to a regional digital powerhouse. Life is moving forward, the region is moving forward, technology is moving forward, and stc is moving forward. Since it’s rebrand, research across stc’s markets has shown that: • stc’s brand as an enabler of digital lifestyles and a leader digital services company that goes beyond regular telco services. • stc’s brand personality is seen as significantly more modern, innovative, progressive, and bold, which has allowed the brand to extend into adjacent digital categories. • stc is now the most valuable Middle Eastern telco, with a brand value surpassing US $9 million.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

This is less a rebrand and more a rebirth. It is the unleashing of something powerful. New services beyond telco (entertainment, fintech, insurance, apps and more) and new markets in the region. A new name, visual and verbal expression, and personality that match what is being transformed - from a local telco to a regional digital powerhouse. Life is moving forward, the region is moving forward, technology is moving forward, and stc is moving forward. Since it’s rebrand, research across stc’s markets has shown that: • stc’s brand as an enabler of digital lifestyles and a leader digital services company that goes beyond regular telco services. • stc’s brand personality is seen as significantly more modern, innovative, progressive, and bold, which has allowed the brand to extend into adjacent digital categories. • stc is now the most valuable Middle Eastern telco, with a brand value surpassing US $9 million.