The market was flooded with messages from competitors claiming to have the newest, widest, and strongest network, especially after the introduction of 5G. stc, who actually has the biggest network and widest coverage in Saudi Arabia, needed to defend this rightful claim.
Describe the creative idea (40% of vote)
A demonstration of stc's network power putting the remotest parts of Saudi Arabia on the map using a Camel - introducing Sarha the world’s first content creating camel giving access to unseen parts of Saudi using stc’s network. The camel roamed the desert for 7 days with High definition camera rigged on its back enabling photographers all over the world to capture real time photos from never seen before areas and upload them live to the platform. Not only were they able to take photos but they were also able to have full control over the camera – including light and angles. The unique content was then shared with Saudis' and the world. Full data of the journey was also captured and shared to showcase and demonstrate the strength of stc’s network.
Describe the execution (40% of vote)
Sarha’s journey was posted on its Instagram profile, giving the audience complete details of her journey. There were 2 different types of data visualization content: The first one was called “The Journal”, which visualizes each day Sarha ventured, and includes the locations it visited, the name of the photographers that connected to her, the data buffered (upload/download), the number of photographs taken, the distance covered, the elevation gained and the weather. The second one was called “Last Light”, which was specifically designed for each photographer, visualizing the photography details, sample of the photos taken, data used, distance covered and some other details too. The design of the data visualization was in-line with the brand identity of stc, in terms of color and typeface. Saudi’s desert topography was utilized as a design element in the background as well. Lastly, the content also featured real footages of our hero Sarha in action.
List the results (20% of vote)
Sarha, the unrelentless powerhouse pushed stc’s network to its limits and unveiled the nation’s unseen wonders, whether through content uploaded online or displayed on city streets, bringing to life the full power and experience of stc’s 5G network. We not only maintained perception of our network strength of 89% but increased it by 2%. Furthermore, our film received 4,479,812 Total views and 307,248,640 total impressions. Conversations around Sarha resulted in 1602 posts and 1620 mentions. All together culminating in $2million in PR Value. Today, Sarha is still roaming around, inviting photographers worldwide to push the limits of stc’s network and embark on a new journey of discovery.