2020/2021 Winners & Shortlists

DID YOU GET 5G?

Gold Lynx

Case Film

Presentation Image

BrandSAUDI TELECOM COMPANY
Product/Service5G
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryConsumer Services / Business to Business
Idea Creation WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Media Placement UM MENA Riyadh, SAUDI ARABIA
Production TELFAZ11 Riyadh, SAUDI ARABIA

Background

Every once in a while, a new technology comes along that promises to change everything, and that’s exactly what’s happening with 5G. Saudi Arabia is aiming to achieve digital transformation across sectors as part of its aspirational 2030 vision, 5G has become a strategic pillar for the advancement of the country. Since then, these efforts have been accelerated with the support of the government, and this year Saudi Arabia ranked 7th globally in terms of 5G technology and internet speed. (Arab News) Considering ‘The Saudi Telecom Company’ (STC) is the largest mobile operator in the kingdom its role in driving the 5th generation network was fundamental. But as the network was growing rapidly, so did the communication, and competition got aggressive in the country with telecoms launching massive awareness campaigns. And with such aggressive competition, we needed to increase our subscriptions by 50%.

Describe the strategy

To everyday people, 5G seemed to come out of nowhere, overnight consumers were bombarded with ads pushing this new technology. People were asking a lot of questions, and where do they go to when they needed answers? Google. So, we went straight to the source and collaborated with google to extract as much data as possible and find out exactly what Saudis were searching for in regard to 5G. As most Saudis aren’t 5G users, our efforts were targeting the masses, mainly millennials, considering the Kingdom is a young nation with over two-thirds of the population under the age of 35. (Gulf business) We addressed their favorite internet hobbies whether its gaming, online shopping or streaming content, for any of them, 5G could tremendously upgrade their internet experience. So, it was time to stop campaigning, and get to educating.

Describe the execution

Stc’s partnership with Google went beyond just receiving the data, through custom intent audience targeting, each and every person that went on Google and asked a question about 5G was added to a list, and the next time this person logged in to YouTube, he was shown a video addressing exactly the query he searched for. We also pushed our capabilities by using affinity audience targeting which allowed us to reach users based on their interests & habits, if you’re a gamer, you’ll receive the 5G question most relevant to you and so on. Maximizing the use of a single social media platform, YouTube, which ran for 4-6 weeks allowing us to answer the top 10 questions that Saudis were asking the most.

List the results

stc 5G subscription increased by 180% since the launch of the campaign, and online we exceeded expectations across all key metrics: • We reached over 3 million unique users. • More than 6 million views across all videos. • Achieved massive engagement with view-through rate of 22%. • Exceeded industry benchmarks of other similar campaigns with a viewability of 94%. Most importantly, we saw a jump of 150% in branded search queries related to stc’s 5G network, and the feedback on each video is incredibly positive, taking us one step further into winning the 5G battle in the country. (source: Google data) Confidential information for the jury Text entered here will only be visible to the jury during the judging process.

Credits

Name Company Role
Chafic Haddad Wunderman Thompson KSA Chief Creative Officer
Rayyan Aoun Wunderman Thompson KSA Executive Creative Director
Firas Ghannam Wunderman Thompson KSA Creative Director
Alanoud Alassaf Wunderman Thompson KSA Copywriter
Rawan Bakri Wunderman Thompson KSA Art Director
Jad Haddad Wunderman Thompson KSA Business Director
Rabie Hassoun Wunderman Thompson KSA Associate Business Director 
Yasmin Moufti Wunderman Thompson KSA Senior Account Manager
Dana AlKutoubi Wunderman Thompson KSA Head of Strategic Planning
Dalal Kareem Wunderman Thompson KSA Strategic Planner
Joe Aboudaher Wunderman Thompson KSA Head of TV Produciton
Wael Almadani Wunderman Thompson KSA TV Producer
Jamil Ghrawi Wunderman Thompson KSA TV Producer
Mohammed Algarawi Telfaz Executive Producer
Sohayb Godus Telfaz Producer
Mujahed Aljumaiaah Telfaz Producer
Faris Godus Telfaz Director & DOP
Faisal Othman Alsaad   Saudi Telecom Company Marketing Communication GM  
Abdullah Hamad Alotaibi   Saudi Telecom Company Digital Media Director  
Hashem AlDabas Saudi Telecom Company Digital content development section manager
Anas AlDukhair Saudi Telecom Company Media Specialist, Digital Media
Ali Cheikhali Google Creative Strategy Lead
Hanna Hajjar  Google Industry Manager
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