Brand | STC |
Product/Service | 5G NETWORK |
Entrant | WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA |
Category | Consumer Services / Business to Business |
Idea Creation
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WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
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Summary of the work
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.1
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.
As the network was growing rapidly, so did the communication, and competition got aggressive in the country with telecoms launching massive awareness campaigns, it wasn’t only in 5G specific ones, but a 5G stamp was placed on almost every ad across services.
But competitor communication did more harm than good, 5G was positioned as an advanced technology of the future, one for self-driving cars and AI kitchens. To everyday people, upgrading their network seemed unnecessary, a study showed that only about 50% of Saudis would be willing to upgrade to a 5G device over the next few months. So how could stc increase adoption and subscriptions of 5G.
5G seemed to come out of nowhere, overnight consumers were bombarded with ads pushing this new technology.
While stc managed to position itself as the “home of 5G” that brand differentiation did not translate into 5G adoption – because all telcos focused on “big talk” failing to address the fact that people didn’t really understand how 5G could enhance their life and why they should get it.
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 regarding 5G.
while all telecoms were pouring money into massive productions, stc had an opportunity to shine with more relatable content.
We invited the kingdom’s funniest comedian Sohaib, for any question they were googling, Sohaib was there to answer in his humorous style, which transformed the series from boring educational videos into fun to watch.
We focused our efforts in answering 5G what & how’s for example “how is 5G better for shopping or gaming?” or “what makes 5G better than 4G?” addressing questions of multiple demographics.
Every single question was taken from actual queries using the google search bar.
Every video was then published on YouTube, Saudis go-to social media.
Stc’s partnership with Google went beyond just receiving the data, through custom intent audience targeting, each 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
Credits
Chafic Haddad |
Wunderman Thompson Riyadh |
Chief Creative Officer |
Rayyan Aoun |
Wunderman Thompson Riyadh |
Executive Creative Director |
Firas Ghannam |
Wunderman Thompson Riyadh |
Creative Director |
Rawan Bakri |
Wunderman Thompson Riyadh |
Junior Art Director |
Alanoud AlAssaf |
Wunderman Thompson Riyadh |
Copywriter |
Jad Haddad |
Wunderman Thompson Riyadh |
Business Director |
Dana Alkutoubi |
Wunderman Thompson Riyadh |
Head of Strategy |
Joe AbouDaher |
Wunderman Thompson Riyadh |
Head of TV Production |
Wael Almadani |
Wunderman Thompson Riyadh |
TV Producer |
Jamil Ghrawi |
Wunderman Thompson Riyadh |
TV Producer |
Mohammed Algarawi |
C3 Flms |
Executive Producer |
Sohayb Godus |
C3 Flms |
Producer |
Mujahed Aljumaiaah |
C3 Flms |
Producer |
Faris Godus |
C3 Flms |
Director & Director of Photography |
Mohammed Almanaa |
UM |
Media Director |
Faisal Othman Alsaad |
STC |
Client |
Abdullah Alotaibi |
STC |
Client |
Hashem Aldabas |
STC |
Client |
Ali Cheikhali |
Google |
Creative Strategist |
Andreas Mielenhausen |
Google |
Creative Lead |
Daniel Andrade |
Google |
Creative Lead |
Adon Ahwach |
Google |
Senior account manager |
Hanna Hajjar |
Google |
Industry Manager |