2022 Winners & Shortlists


Product/Service5G NETWORK

Why is this work relevant for Integrated?

The past four years stc has been on a journey to demonstrate its networkstrength through the Unveil platform. With the introduction of 5G, we needed to defend this claim and evolve the unveil platform further. With nearly half of thecountry uninhabited, unseen, and unreachable by most, except for the desertcamel, we introduced Sarha, the world’s first content-creating camel. Ourrelentless powerhouse pushed stc’s network to its limits and unveiled the nation’sunseen wonders, seamlessly across touchpoints, whether through content uploaded online or displayed on citystreets. We not only maintained perception of our network strength but increasedit by 2%


To most people in 2016, Saudi Arabia was one big unexplored desert. Withcompetition challenging stc’s claim of having the largest network coverage, weintroduced ‘Unveil Saudi’, a long-term platform offering a nation-wide, real-timedemonstration of network power. Photographers traveled to remote areas andbroadcast never-before-seen content, testing our network reach, and uncovering abreathtaking country. Unveil Saudi became a permanent platformpromoting internal tourism before tourism was even a hot topic. After four years of differentiating and asserting our network leadership, increasingstc’s network strength perception from 52% in 2017 to 83% in 2020, With the introduction of new 5G technology, stc was underrenewed pressure: The market wasinundated with messages from competitors claiming to have thenewest, widest network, and strongest network, how could we further build onour unveil platform and continue to demonstrate and reiterate stc’sleadership in network strength and coverage and continue to engage ouraudiences with the unveil platform to advocate the network supremacyof stc?

Describe the creative idea

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 5G network. The camel roamed the desert for 7 days enabling photographers all over the world to capture real time photos and upload them live to the platform. Not only were they ablet 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 the public to showcase and demonstrate the strength of stc’s 5G network

Describe the strategy

How could we continue to convince an entire nation, that we had the bestcoverage? Especially when we were talking to every Saudi – with over 180%mobile penetration in Saudi, most of our audience was a customer of more thanone telco operator. We had to reassure an audience whose loyalty was based onquality of service that our network was the strongest. We explored the realities of network coverage. We were reminded how vast, rich inculture and largely undiscovered the Saudi Kingdom is – with much of it unknowneven to Saudis themselves.Much of the country is uninhabited, unseen, and unreachable by most.Except for the desert camel: A Saudi icon that has historically gone whereno human has gone before We brought to life the idea A live demonstration of STC's network power putting the remotest parts of SaudiArabia on the map using a Camel seamlessly across channels and our audience’s journey.

Describe the execution

We invited photographers from around the world to see Saudi Arabia throughSarha’s eyes, connected 24/7 and capture live images and videos from thecomfort of their own home. She could optimize their photography with high-definition images captured inreal time and uploaded at high network speed. Photographers wereable to control all the camera settings, As a result, epic photos and never seen before content was uploaded onto Sarha’sonline platform, and we used the content to tease people all over the kingdom that “never before seen content” was coming soon. We revealed using the rarephotos across outdoor media and social media. AShot by Sarha” outdoor gallery was displayed in city streets. We also introduced a snap chat lens, givingeveryone a view from Sarha’s perspective.Sarha also shared data through a dashboard all visualized and publishedon her Instagram account for people to follow day-by-day.This culminated in Sarha’s very own exhibition and a photographybook.

List the results

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.


Name Company Role
Chafic Haddad Wunderman Thompson Riyadh Chief Creative Officer
Rayyan Aoun Wunderman Thompson Riyadh Executive Creative Director
Firas Ghannam Wunderman Thompson Riyadh Creative Director
Ahmad Shanaa Wunderman Thompson Riyadh Associate Creative Director
Bashar Dababneh Wunderman Thompson Riyadh Art Director
Rawan Bakri Wunderman Thompson Riyadh Junior Art Director
Alanoud AlAssaf Wunderman Thompson Riyadh Copywriter
Jad Haddad Wunderman Thompson Riyadh Business Director
Joseph ElHage Wunderman Thompson Riyadh Senior Account Manager
Sara Chrieh Wunderman Thompson Riyadh Senior Account Executive
Dana Alkutoubi Wunderman Thompson Riyadh Head of Strategy
Joe AbouDaher Wunderman Thompson Riyadh Head of TV Production
Wael Almadani Wunderman Thompson Riyadh TV Producer
Jason Carmel Wunderman Thompson Seattle Chief Data Officer
Shawn Herron Wunderman Thompson Seattle Experience Technology Director
Matt Gilmore Wunderman Thompson Seattle Creative Director
George Ghaya Into Reflection Executive Producer
Joyce Melhem Into Reflection Producer
Hayfa Khaled Into Reflection Producer
Diego Cabezas Into Reflection Director Of Photography
Alaaedine Enzawi Into Reflection Director Of Photography
Mohammed Almanaa UM Media Director
Faisal Othman Alsaad STC Client
Abdullah Alotaibi STC Client
Hashem Aldabas STC Client
Anas Aldukair STC Client
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