2022 Winners & Shortlists

Background

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 class A 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 camera settings and 360 movement. The unique content was then published with Saudis in a first of its kind coffee table book; shot and produced completely by Sarha. 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)

The idea culminated in Sarha's very own coffee-table book, the first ever photography book shot completely by a content-creating mammal,and was distributed across the Kingdom. The book featured the full gallery and photography details. It also displayed all the information about Sarha and her journey: a bio, her breed, locations visited, steps covered, total data consumed... The book also showed information about the photographers and personal quotes from them narrating their experience. Sarha’s 128 pages book was designed in a minimalistic approach to give each photograph its justice, supported by a hard cover to give ease to the reader as it’s a coffee-table book. The cover was embellished by a silver foil title to mimic the glistening desert sand, and a horizontal layout to give the gallery a bigger display. Inside pages were printed on semi-glossy-photography-paper to bring the gallery to life, and the colors were in-line with the brand.

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%. 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.