2022 Winners & Shortlists

THE UNEXPECTED REROUTE

Short List
BrandSTC
Product/ServiceCUSTOMER EXPERIENCE
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryConsumer Services / Business to Business
Idea Creation WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Media Placement WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Production FORWARD FILM Riyadh, SAUDI ARABIA

Why is this work relevant for Media?

In an unprecedented move, we turned Google Maps into a new educational channel. Everytime customers need us, they instinctively open Google Maps and find the nearest store. So why not interrupt them right there and remind them that the mystc app is right at their fingertips to solve any challenges they had.We hijacked Google maps and turned simple thumbnails into a totally new media space that carried one of the biggest targeted, real time, campaigns in the Kingdom. In just one week we increased app downloads by 8% and active users by 17% all without spending a dollar on media!

Background

The country’s digitization is at the heart of Vision 2030 and stc as the only national and leading operator has a key role to play in digitizing the nation and helping Saudi adapt to the realities of new technology. With STC’s fundamental value of “customer first”, evolving customer service no longer meant increasing customer service agents but rather providing more speed, facilitation & information. STC had developed a suite of self-service applications however, Despite Covid and the digital acceleration - we noticed that people were still more interested in visiting the physical branches to get their business sorted and done. But should we still be visiting physical branches as our first instinct in 2022? We needed to change that behavior and match the Kingdom’s vision of full digitization.

Describe the creative idea / insights (30% of vote)

We turned Google Maps into a new educational channel. By hijacking the images when you expand location, we hacked them and gave them a function. With the help of a comedian, Ahmed al Muqrin, we sent him to the most visited stores across the kingdom to create content from the actual locations and upload them onto Google Maps. With every store location search, our character popped up with subliminal messages asking people to rethink, and use the app instead

Describe the strategy (20% of vote)

85% of Saudis are subscribed to stc- historically the customers are used to face to face interaction/ human connection which is why they are so programmed to come to the store. Every time they need us, they instinctively open Google Maps and find the nearest store. If Google maps was leading them to the store, why couldn’t it lead them to the app instead? So, we thought, why not interrupt them right there and remind them that the mystc app is right at their fingertips to solve any challenges they had.

Describe the execution (20% of vote)

Ever notice those little thumbnails when you expand a location? They are pretty useless for a telecom store… Well, until we hacked them and made them very useful, for the first time ever. We collaborated with one of Saudi’s funniest comedians Ahmad Al Muqrin We sent him to the most visited stores across the kingdom to create content from the actual locations and upload them onto Google Maps. With every store location search, our character popped up with subliminal messages asking people to rethink, and use the app instead By studying what Google allows on its platform, we were able to put content on a platform that doesn't sell space for brands. He played it smart, by blending in within the stores’ environment. And since Google allows brands to choose their store thumbnails, we obviously chose his content to always appear at the top

List the results (30% of vote)

We turned simple thumbnails into a totally new media spot that carried one of the biggest targeted, real time, campaign in the Kingdom. In just one week there was: - increase in number of App download 8% - Increase in number of active users (last 30 days) 17% - Increase in number of activities inside the App (buying products, activate/de-active) 21% And we achieved it all without spending a dollar on media!

Credits

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
Noor Wafa Wunderman Thompson Riyadh Senior Copywriter
Bashar Dababneh Wunderman Thompson Riyadh Senior Art Director
Rawan Bakri Wunderman Thompson Riyadh Art Director
Jad Haddad Wunderman Thompson Riyadh Business Director
Joseph ElHage Wunderman Thompson Riyadh Senior Account Manager
Dana Alkutoubi Wunderman Thompson Riyadh Head of strategic Planning
Seetah Alathel Wunderman Thompson Riyadh Senior Account Director
Faisal Othman Alsaad STC Client
Abdullah Alotaibi STC Client
Hashem Aldabas STC Client
Rasha Alduwisi 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
Marwan Abi Nader Forward Productions Executive Producer
Nouf Mohammed Forward Productions Line Producer
Jotaro Al-Shanqeeti Forward Productions Director
Mohammed Almaree Forward Productions Director Of Photography
Cedric Ghoussoub Forward Productions Photographer
Suliman Abdullallatif Forward Productions Photographer 360
Chady Abou Rjeily Forward Productions Production Manager
Sara Alaqeel Forward Productions Wardrobe Artist
Soundos Abdel Salam Forward Productions Production Art Director
Links
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