For 11 years, Saudis have confused STC’s Twitter account with the account of Chris Rowland, an American living in New Jersey who joined Twitter under the handle @STC after his college nickname St. Chris. In 2019, STC telecom finally acquired the @STC handle, and the objective was to communicate to its followers the new account.
Describe the strategy
We realized that there was a lot of humorous interaction and engagement with Chris over the years. He played along, replied and interacted with the Saudi community; he even designed a cover photo for them. So, instead of announcing the news with a traditional post, who better than to use Chris to let people know that stc had a new twitter handle. So we created a compelling film narrating Chris’s side of the story that automatically helped our message go viral.
Describe the execution
With testimonials from people around him, we told Chris’s unique story; from the moment it began till the moment he decided to let go. An unexpected and beautiful story about a man from New Jersey who has been mixed up with STC. We created a near 5mins short film, that keeps the viewer engaged the whole time. it reflected the authenticity of the unique real-life story. From the aspect ratio to camera movements, to grading, everything was treated to look and feel real and raw. The locations were Chris’s friends and families’ actual houses. We also gave the heroes room to improvise and narrate the experience in their own words.
List the results
The film generated :
- 13Million Views
- 20 thousand Shares
- 21.3Million Impressions
(source: YouTube & PR agency)
It is also in the Official Selection of Top 20 Films of 2020 – Campaign ME