2022 Winners & Shortlists

Background

5G is the fifth generation of cellular networks, bringing new capabilities that could enhance multiple aspects of life such as livability education & entertainment, it’s much bigger than a network improvement. Considering The Saudi Telecom Company (stc) is the largest mobile operator in the Kingdom, its role in driving the 5th generation network was fundamental. In June of 2019, stc officially launched 5G in Saudi Arabia, becoming the first mobile operator to provide this service across main cities. Since youth make up 60% of the countries population, and the biggest consumers of internet, stc wanted to a targeted campaign educating the youth about the true power and speed of the 5G network.

Describe the creative idea (40% of vote)

There is a theory in physics consistent with Albert Einstein’s theory of relativity called the Wormhole theory, stating that there are passages through space-time that could create shortcuts for long journeys across the universe. In other words, it’s a shortcut through time. Based on this, we wanted to educate the younger generation and meat them where they are, we created a series of interactive posters and displayed them in colleges and schools so that students can pick them up from the campuses’ corridors. The poster hits two birds in one store: being an educational physics lesson for the students and a demonstration of stc 5G, the fastest internet in the Kingdom. We wanted to exhibit the speed of the internet through a DIY poster that is in line with the wormhole theory; that we can take shortcuts through time if we choose to get the fastest internet.

Describe the execution (40% of vote)

As an educational medium targeting students, the specs and design of the poster were consistent with the standards of geometry/physics graph paper, including the main three colors that are found in math grid notebooks. And through a catchy question (Want to take a shortcut through time?) and 2 simple steps we created a poster can be easily peeled from a wall and becomes interactive, explaining step by step how wormholes work. To illustrate wormholes, we measured the holes on the poster to match the average diameter measurement of a pencil, and that is 8mm. Then using the oldest Mathematical tool, we created a grid out of the hole’s diameter to have a balanced design. Posters were printed on light and thin sheet to resemble the paper used in making blueprints, bringing our time-travel blueprint to life.

List the results (20% of vote)

The on-campus posters campaign resulted in an increase of interest in stc’s 5G among students in schools and colleges: 17% increase in stc 5G awareness And 23% increase in 5G webpage visits