Brand | STC |
Product/Service | 5G NETWORK |
Entrant | WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA |
Category | AR |
Idea Creation
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WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
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PR
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WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
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Production
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INTO REFLECTION Riyadh, SAUDI ARABIA
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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
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 network.
Describe the strategy
How could we continue to convince an entire nation, that we had the best coverage? Especially when we were talking to every Saudi – with over 180% mobile penetration in Saudi, most of our audience was a customer of more than one telco operator. We had to reassure an audience whose loyalty was based on quality of service that our network was the strongest.
Key insight:
We explored the realities of network coverage. As we thought about how far the network could reach within the Kingdom - We were reminded how vast, rich in culture and largely undiscovered the Saudi Kingdom is – with much of it un known even 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 where no human has gone before.
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 in real-time and uploaded at high network speed.
Working closely with Snapchat’s in-house AR agency, Arcadia, we also created an experience that let Snapchatters feel like they were riding on Sarha - roaming the untapped deserts, with a first-person view and the ability to steer Sarha in different directions.The AR terrains were created using the actual 360 views of the locations Sarha recorded in its journey. We helped people live the story of Sarha and feel what it would be like to actually be in these never-before-seen spots, walk on the same dunes, and hear the same sounds. An immersive experience, which perfectly brought to life and complimented the breath-taking photos Sarha took.
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.
As for the AR Lens, in 24 hours the lens experience was:
4.3M views
18.3M times opened and played
783 days of opt-in time spent with brand
Credits
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 |
Vishal Badiani |
Snapchat |
Creative Strategy Lead - MENA |
Mounir Mroué |
Snapchat |
Senior Creative Strategist - MENA |
Hasan Shah |
Snapchat |
Creative Project Manager - MENA |
Links
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